Technology is the greatest catalyst for change, both in the newsroom and in the communications industry itself, says Vincent Magwenya, founder and CEO of Conversations Media & Communications. “We’ve had to adjust the way we engage with consumers and create content. Journalists are under pressure and newsrooms are downsizing dramatically,” he says. On the upside, he says, the industry has reaped the benefits of journalists who have redirected their skills and focus to assist agencies and their clients with both their communications strategies and their messaging. It’s a complex operational environment, at the centre of which lies a consumer who is no longer a passive receiver of information, but rather a participant in the creation and distribution of content, Magwenya says. He believes that in this environment it is not enough to simply provide consumers with engaging content; brands need to understand what value is from a consumer standpoint. Once this is understood, he says, there...
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