Media Fragmentation - Ongoing PR Issue

PR Week Magazine listed Media Fragmentation as an ongoing issue for Broadcast PR companies. A blurb in Market Focus of the December 24th issue commented:

“Not only is consumer attention being split between traditional broadcast outlets and new media, but also local newsrooms, minority media, niche blogs, and other places where a variety of multimedia products can be showcased. Finding the right blend is critical.”

This is news? This is life.

My observation: every media, even new media, is getting more sophisticated. Consumers are changing the way they get information; companies must adapt. What doesn’t change:

• As a company you must still define your audience. That may be more critical now than ever. Who is the target? Why do they care?
• More importantly, what is the focus of your message? How will you communicate coherently, be “on message” in all of your media?
• How do you measure success?

I recently met with a client to discuss plans for the year. We talked about an upcoming event that would preview new products for investors, vendors, and potential buyers.

“We need to put together some info for them,” the owner said.

“What about the media kit?” I opened a file copy of the media kit to show a well-branded bio and fact sheet. Within a few minutes we’d made minor changes and I had the notes to produce a new press release.

The media kit offered core, branded communication about the company. While the media would not be present at the meeting, the materials could be used for the purpose of participant background. The point: the meeting was the medium; because the company had remained on message, its prepared media materials could be easily repurposed.

Are your efforts as consolidated? Or, do they fall into the fragmented category?