The Financial Times New Media and Broadcasting Conference opens today in London and Reuters CEO Tom Glocer lends his guest commentary to the newspaper’s Op-Ed page, stating the 5 key factors he says will define the difference between success and failure for media companies moving forward. For public relations professionals, each one points to a direction which they should also be looking.
1. Whether its streaming media or podcasting, you’ll need to be able to provide your news in many different formats to accommodate many different technology platforms.
2. Your news programs needs to be able to support high-quality pictures and video.
3. Accept that your audience gets their news from a variety of sources, and you need to embrace interoperability.
4. Personalization is the key to cutting through information overload and reaching your audience.
5. Strong brands will win.
I don’t know that I buy into the last one, but the initial four speak volumes to the public relations industry. If you haven’t found a way to integrate the internet into your marketing communications and public relations efforts, this is yet another battle cry. If you lack the IT infrastructure to build it yourself, or would rather focus your IT resources on reinforcing your core business competency, get yourself a ready made online media center and get to work.