Welcome to Cross-Media – A new way of thinking!

With the emergence of new media, people may say that ‘TV is going to die’ or that ‘newspapers will disappear in 20 years’, but in my opinion, the information contained within traditional media can be combined with new forms of media (Web, Streaming Video, E-mail, Instant Messaging, Social Networking etc.) to enhance the value of PR campaigns through the effective use of Cross-Media.

A definition of ‘Cross-Media’

According to Wikipedia, Cross-Media (http://en.wikipedia.org/wiki/Cross_media) ‘is a media property, service, story or experience distributed across media platforms using a variety of media forms’.

The part that relates directly to PR is that the effective use of Cross-Media ‘invites the receiver to cross-over from one medium to the next’ and that it can enhance the value of communication through targeted and personalised distribution of a message or campaign.

In my opinion, using traditional and new media in any combination allows the content and meaning of work to be transmitted in one form.

As a term, it did not exist several years ago and came from the publishing industry using the motto: ‘Produce once, publish everywhere’.

This blog aims to explore this trend and expand on it by exploring the different areas that it might develop into.