The speed of information in the 21st century, whether one-to-one through word of mouth, or one-to-many via an Internet broadcast reaching tens of millions around the globe in a split second, brings new opportunities and challenges to the discipline of public relations.
In such a fragmented media market, BlueFreeway brings together a wealth of digital media knowledge with its media and PR skills, through groups like Spin Communications, Max Australia and Spectrum Communications to 'manage the message'. And why is this so critical? Because mass media, like television and newspapers, no longer necessarily set the news agenda or influence market sentiment in any substantial way to create change.
Increasingly, consumers want a second opinion and verification of what they see and hear. This opens up opportunities for other media, particularly digital media - from major portals to consumer-orientated blogs - to run alternative, more independent view points, and in greater detail.
This creates a greater number of niche media audiences, where interests and preferences, rather than demographics, are the common audience denominator. This is the key reason why consumers are better informed about their choices than at any time in history, and more importantly, are prepared to use that power to influence other less informed consumers, and ultimately the corporation or government responsible.
In short, a PR and media management strategy will always fall well short of its objectives if it lacks a digital focus. BlueFreeway not only has the skills to manage traditional media coverage, but more importantly, has the capabilities to monitor and manage the myriad of digital channels which are increasingly relied upon to directly 'cut-through' to specific, more fragmented consumer groups.