New Media Ain’t That Important?

According to PRWeek’s latest Agency Excellence Survey (PDF), new media expertise is considered less of a priority in the agency selection process, however, “consistently delivering company messaging to all target audiences” is a top priority and “anticipating problems and issues that could put a company at risk” is considered an important competitive differentiator.

Why would you prioritize message targeting and list issue anticipation as a competitive differentiator, but then de-prioritize new media, like it’s somehow detached from these two things? Weird….

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Mike Manuel is the founder of the award winning Media Guerrilla blog. Media Guerrilla is an insiders take on the practice of technology public relations with a focus on the issues, tactics and trends that are specific to the tech industry.

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