The IABC Handbook of Organizational Communication: A Guide to Internal Communication, Public Relations, Marketing, and Leadership

Selecting the Right Media

In many locales, downsized newsrooms have created challenges for business communicators who have relied for years on mainstream media to reach critical audiences. But the advent of social media has brought both opportunities and challenges to counter those shifting dynamics of traditional media and/or to those places that are not yet ready for the full social media onslaught.

For example, respondents (“Global perspectives,” 2010, p. 13) to the question “Is social media changing the way communicators in your country relate to the press and the public? If so, how?” said:

“Even when new media have been absorbed into the communication mix, an integrated approach is far off.” Christal P. McIntosh, Bridgetown, Barbados