Why is it...A Man wakes up in the morning after sleeping in an advertised bed, washes with an advertised soap, shaves with an advertised razor, sits down and drinks advertised tea or coffee, drives to work in an adverstised car and writes with an advertised pen. Then... He refuses to advertise, saying "Advertising doesn't pay". But when his business fails, he finally advertises:" Business for Sale"-Anonymous-
It is no longer possible to operate a business the old way -- such as sending out a news release on Businesswire and briefing a handful of journalists, and sitting back. Today you need to do that ... and more, much more. Every company needs to master these media technologies, and the best media practices, of a rapidly fragmenting media world.The companies that successfully manage this task will be far ahead of those that sit back and wait.
It doesn't matter if a company makes diapers or steel girders, it must also be a media company and know how to use all the media technologies at its disposal.