5.

Massaging the Message

It has been more than 50 years since Canadian communications theorist Marshall McLuhan famously proclaimed, “The medium is the message,” thus inextricably linking information with the way it’s conveyed. Nowadays, the medium gets massaged, built up, consumed, and talked about endlessly.

Sometimes you need to step back and think about the underlying theory. This is one of those moments when the medium is the message. And that’s what agile PR is all about: folding in all the components that create the best fit for today’s media with today’s messages. It speaks volumes about how right McLuhan was—and how far we’ve come.

McLuhan was also dead right on the global village—another thought that underpins our life today. The media ...

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