ABSTRACT
This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book examines the complex and challenging media environment and how the individual, organisation or brand can navigate through what often appears to be a maze of options. It examines the public relations and organisational communication role within the media maze. The book explains that there is far greater logic in working with the two fields together, acknowledging that they have become firmly connected, enmeshed and integrated—made up of combinations of personalised media and mass communication options. It explores the rise in job titles such as ‘brand journalism’ and ‘content marketer’, which are emerging as the field broadens and converges. The book focuses on helping people to understand and strategically use digital media as a professional communicator— this requires people to have what is known as proficiencies in ‘digital media literacy’.
