Generation Multi

There are a few occasions, only a few, when I feel that I might just be getting a bit too old for this PR game. I had one of those “senior moments” earlier this week when I came across a report by the digital PR agency 72point on how digital media is taking over the world.

The report (which naturally I came across online) talks at length about generation multi – a term to describe people who use a variety of devices to access a range of media channels.  Who would have thought 30 years ago that it would be commonplace for people to use their phones to watch TV or read a newspaper? When I started out on my career there were just two types of media for PR people to deal with – print and broadcast.

It seems that today around a third of us rely entirely on social media to find out what’s happening in the outside world. You can see this reflected in the way in which newspapers such as the Daily Mail and The Guardian have placed a high emphasis on producing multi-media content which is website and app friendly.

As a keen blogger myself, it’s also interesting to note how over 75 per cent of online users visit bogs. Blogs seem to be taking over from newspaper opinion columns as accepted way for people to air their views on a range of subjects. I suppose that the advantage of the blogosphere  is that it allows the reader to home in on topics of real interest to them.

The challenge for communications professionals is to try as best we can to keep up to date with these developments. In order to get our messages out to our target audiences we need to know how they like to receive their news.

We do indeed live in interesting times, and it all seems a long way from the days when I used to bash out press releases on an old manual typewriter and then try to send them to news desks via a highly temperamental fax machine!


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