"Struggling with a flood of red ink, Crain's New York Business slashed a dozen editorial jobs, or 40 percent, and replaced its top editor on Friday." - Keith J. Kelly, New York Post, February 13, 2015. Here is the article.
Crain's New York Business is joining many other traditional media outlets in downsizing staff.
The implication for thought leaders is obvious: You will have a more difficult time being interviewed, having your press release picked up or placing your opinion-editorial in the old-standby brandname media outlets. Those range from Crain's to The New York Times which also recently laid off staff.
That means you have to "re-wire" your own communications channels. When humans do that to their brain circuits that's called "neuroplasticity." You can label this "messageplasticity." Here are 5 tips.
One, you can develop your presence in social media. That includes Facebook, Twitter, blogging, YouTube and the more recent introductions.
Two, you can become active on social networking platforms such as LinkedIn. For example, publish articles since that option is open on LinkedIn to non-influentials. Head a community discussion on LinkedIn. Do a search for those you need to reach.
Three, consider paid placements or "sponsored content." In that way you can still reach the readers of influential media such as The New York Times. Here is a backgrounder on this paid approach Download SponsoredContentbackgrounder.
Four, publish books. Those can be an e-book on your computer, self-published through a service such as iUniverse.com or by navigating the traditional agent or publisher route.
And, five, talk. Scout out opportunities to give speeches and participate in panels. Leverage that by posting key points on your other communications vehicles.
Messageplasticity, just like neuroplasticity, is a work in progress. You have to continually focus on fresh ways to get attention.