A lot of people seem to be waiting for the Future to finally arrive… As though it will be handed down by divine providence, or commercialised out of the efforts of scientists at MIT
or inventive researchers at an ivy-league school. Others seem to share an unconscious knowledge that the future is constantly taking shape according to decisions and events happening right here in the present, and realize that we’re collectively determining the future at a quantum level with every passing moment…
After trying to probe the near-future of our ever evolving environment over at EnviroNauts.com
, it’s becoming increasingly clear that the future is indeed already very well-developed, but it’s just not being adequately publicised
for wider public appeal and mass adoption. So if the general public isn’t always aware of some of the incredible progress that’s already been made, is it fair to just place blame at the feet of the mainstream media again, and be reminded that we’re just getting what we ask for anyhow?
Perhaps instead, we could dig deeper into the informational food-chain and discover that the mainstream media is neither the only problem, nor the final solution. Let’s take an industry that’s been reluctant to accept change that it can’t control, and look for even better ways to drive progress by demonstrating a clear market desire/demand that can then be satisfied with a much better product!
Where do stories start?
After so much corporate media downsizing, the growing concern is that as the mainstream news and media has come to rely on the pre-packaged information from news services and public and press relations agencies. The result is that more citizens will need to consider the possibility that The Press
might not always be presenting us with a fully balanced and well researched picture of the World, at least because of subtle slants in their sources.
Luckily our subconscious training as modern media-savvy consumers has already developed and tuned our senses to deconstruct these underlying sources of PR-driven information as well. The trick is to move past the initial cynical or skeptical phase of new-media literacy, and learn to game the system to everyone’s greater benefit. Perhaps by focusing on the greatest common causes ever faced by humans, and trying to achieve what’s primarily best for our environment. Let’s start by digging down to a root source of media content…
The Power of Public Relations…
The PR industry has been facing some enormous challenges of its own, as it tries to establish new relevance in an increasingly networked, socialised and peer-driven media landscape. As Consumers, perhaps we can expand our existing media savvy to include both classic and emerging (social-media-based) public relations methods, and demand more value from the powerful pull of PR as this industry strives to move away from an entrenched broadcast mentality, and engage the Public in two-way conversations instead. This represents a rare situation where changes on the ‘supply’ side of the media, can actually be shaped by market demands, if indeed we can make our desires clear enough to the corporate interests that are ultimate paying all the media and agency bills.
As we discussed in a previous article, PR efforts can and do
indeed change the way we see the world. Especially in fields where journalists are already spread to thin to begin with, and wind up relying heavily on news services and PR Agency
information to discover good “newsworthy” stories and validate their facts. Unfortunately, in a post downsized world, the idea of specialised ‘beat reporters’ are almost an anachronism.
Bloggers and crowd-sourced social media sites are probably doing a better job of following big complex subjects via specialty sources and journals. The resulting issues likely left over looked by mainstream reporting until it’s already widely known.If PR Pro’s can better integrate with Social Media networks (i.e. openly and transparently), this trend could become a growing opportunity to feed consumer-driven value into the informational system!
Join us next time…
Where we’ll consider the potent force of Consumer Driven Change !