The more the merrier they say; but does it work the same for organizational communication? The grow in number, diversification and specialization of both old and new media brings along not only communication ‘wonderlands’, but also corollary vulnerabilities that many practitioners choose to minimize or ignore.
One of these ‘Trojan horse’ elements that many organizational actors pay too little attention to or just approach it with too much superficiality is what we can call the ‘overflowing’ trap. Briefly, it’s all about the strong temptation and desire for media omnipresence, one that has been limited (fortunately I would say) by financial constrains. We seem to be facing a general visibility ecstasy that keeps many PR and marketing people hypnotized by the ‘awareness’ and ‘share of voice’ mirage (and that only).
But let’s not forget that media omnipresence requires time and money resources which, unfortunately for most of us mortals, are limited. Moreover, media omnipresence, whether old or new media (or both), is not enough to bring profit, loyalty or good reputation by itself. Thus, our ‘overflowing’ media visibility can easily turn into super-saturation for our publics and money waste from our budgets. We should re-evaluate the power of moderation and efficiency (good public segmentation and targeting included) when it comes to organizational communication, despite the media temptations, and remember that there are some principles like ‘Non multa, sed multum!’ that even new media Gods can’t change.