Those at the top of the food chain in communications don't keep up with every development in media. The first thing they check in the A.M. isn't Mediabistro.com's newsfeed and the last in the P.M. its laundry list of what media player is where. They trust their know-how to find out when they need when they need it. Yesterday in a conference call, two major executives were relaxed about who their staff would contact for placements.
Those struggling to climb the food chain in communications tend to be the ones who frantically "keep up." Their focus is on the wrong thing. Media, along with its personalities, are a tool to use. Success depends on how well we do that, not raw knowledge of any or even all aspects of its.
And the ability to use media demands trial and error. If we are doing deep digs on how we can accomplish what we need to get done we get it that we have to be in the now, that one media contact and our pitch. The big picture means nada.