How to navigate in today’s media landscape? Have great content of course, but before you create epic content, you need that creative idea, the big idea, you need to know what it’s all about. Then you need people with skills, excellent skills about bought media, earned media, owned media and social media.

How you define the big idea and narrow it down to relevant short stories and let it spin in different channels, crafted to fit each and every channel, to get that natural flow and engagement that will make the difference if the campaign will be successful or not.

Some already manages to get this combo that I’m writing about, creative minds working together with PR and content strategist that understands drivers of all relevant channels.

So, it’s how well you do your homework, understanding your target market, write your storylines, have relevant content and choose channels that will determine the success of your campaign, do you agree?