I have over the last year spoken to two very significant businesses that have totally or largely withdrawn from traditional media relations. That is to say, they have shifted their focus entirely towards social media, even to the extent of no longer issuing media releases. This is despite the fact that both organisations have relied […]

I have over the last year spoken to two very significant businesses that have totally or largely withdrawn from traditional media relations. That is to say, they have shifted their focus entirely towards social media, even to the extent of no longer issuing media releases. This is despite the fact that both organisations have relied heavily on and had a very high traditional media presence up until very recently Increasing organisations like these two are not only viewing traditional media as surplus to requirements, but they are viewing social media as an avenue for managing traditional media outlets But does this make sense? Can all organisations ignore traditional media? Can any organisation ignore traditional media all together? In short, the answers are – yes, no and no! With the two organisations sited here it makes perfect sense to shift resources and the focus from traditional media to social media. They…