I readthisarticle this morning and it resonated with me. If new/social media has proved anything to us it is that focusing your effort is key. Gone are the days when you could catch a large portion of your target audience through a couple of newspapers and broadcast news items. The audience is now consuming from a vast array of sources and the younger the age, the less likely it is to be from traditional news sources.
Communities are now key. They might be around a special interest, or a specific geographical location. This blog post makes the point that if it is the latter there is no substitute for regionally based PR support, focused on the local media (social and traditional media) community.