Organizations and their leaders demonstrate at least two very dramatic responses to this rapidly changing environment. One is that the organizations, companies, nonprofits, educational institutions, networks, hold their ground and say, "We're right, we're going to hold on to the way we have always done things, and we're going to tell the audience that our way is the way they should get their information or buy their stuff." And on the other side, you have organizations throwing up their hands and saying, "The audience is in control. There's nothing we can do," and ceding nearly complete control over how the company operates and communicates to the audience.
There is a happy middle ground. It is possible to treat every member of your audience like she is the most important person to your organization. This is especially true in the new media environment where technology facilitates your ability to deliver specific, tailored, and personalized information, experiences, and stuff to nearly everyone – on terms they help to dictate. It's a good idea, too. Your audience expects it. The success of your organizational mission demands it. And when done properly, the results are obvious.
The starting point is putting the information, experiences, and stuff that your organization excels at in the center of what you do. If the media doesn't rule, the rest will fall flat.
From there, think about how you can segment and personalize what you provide to the audience that you ...