The avalanche-like development of communication technologies and, in particular, the massive increase in public cynicism since the financial crisis have together played a decisive role in turning conventional communication models upside down in a kind of seismic movement. And with it, the way in which communicators have to think and work.
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The classic communication pyramid with companies, institutions and governments at the top, the press media in the middle and finally the public, consumers and customers at the bottom has played out. According to this model, those at the top relied heavily on the media in the middle to carry their messages to the masses. This also worked really well; PR experts focused their attention predominantly on the press media in order to influence journalists’ receptiveness and help shape the way they used information and reported. The “right” way of dealing with the press media and press representatives was decisive for the war. And it was precisely because of this constellation that many journalists found it very easy to move into communications positions in companies and institutions, as press relations was the most effective public relations tool.
It’s all history! That was before the financial crisis. The bad, immoral behavior of many financial companies, institutions and, above all, managers in this industry, which came to light after the global financial crisis, combined with the power of the smartphone and social media, changed everything. The classic communication pyramid finally turned upside down.
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Today, the public, consumers and customers are at the top, the press media are still in the middle and companies, organizations, institutions and governments are at the bottom. And thus: What the public says and does, what consumers do and think, is covered by the press, the media and becomes the message to companies, organizations, institutions and politicians. A message that they should urgently take note of!
And even worse: the public, customers and consumers are increasingly using social media – Facebook, Twitter, LinkedIn, Instagram and others – to communicate with each other. Of course, they completely bypass the press media and journalists and ignore companies, organizations, governments, the state and politics.
This is the new world order of communication. What does this mean for the role of communicators? Where is the “point of influence” today and tomorrow?
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