The only news people will see and hear are the news they want to see and hear. Everything else will be zapped away, turned off. This is the problem with advertising. And the chance for public relations.
People want added value in their communication. PR with storytelling will achieve this – because the needs of the customer will always be front and center. And they want content that’s relevant for them. The question of what ends will be used on what channel is of course important. But it only comes second. The content is what counts.