• by Jacob Streiter , Op-Ed Contributor, February 23, 2023

You need to be on TikTok. You need a Web3 strategy. You need to talk about sustainability. Or do you?

As a PR professional who has represented a variety of media brands over the years, and as someone who — especially since the pandemic — has tremendously benefitted from applying minimalism to various aspects of my life, I've been doing some contemplating: for us media, marketing and advertising industry professionals, what actually is important? And what isn't? 

While I can't answer that question for you — since the answer for each of us and the brands we represent will vary radically — what I can confidently say is this: not enough of us are taking a step back to ask those questions to begin with.

Last year, Politico examined the state of media, providing a roundup of expert opinions on a number of pertinent issues, from the multiplicity and fracturing of outlets to the prospect of Big Tech regulation, to the roles of streaming and social media, and more.

Furthermore, it's no stretch to say that the media landscape is becoming increasingly more complex, and that trajectory is likely to continue. But does that mean our work in this space — and the process that yields impactful results — has to be more complex than ever, too? I would argue that the answer is no. 

I would go even further to say that because the landscape is so complex, that strengthens the case that it's all the more important for those of us in media and marketing to simplify and streamline how we work, and what we prioritize. With that in mind, here are some tips and considerations:

• When examining a trend and determining whether or not your brand should engage in it, try categorizing the trend into one of three categories: current and timely; past its peak; or on the rise and untapped.

• Do your best to differentiate between the opportunities that truly are relevant to your brand and audience and the opportunities that only seem relevant because others are doing it.

• For your company or client, what does a grand-slam result look like? And how can you focus your time, mental power, resources and team (and your team's time, mental power and resources) to maximize your chances of achieving that result? It's okay if this re-focus occurs at the expense of other, less important things—including even, at times, things that others claim should be a priority. 

I happen to be skeptical about the long-term viability of TikTok, am bullish on certain aspects of Web3. And I think that, while sustainability initiatives and discussions are important, many companies miss the mark on those efforts.

But more importantly, what do you think about those topics? How should your brand engage on those fronts, if at all? What criteria do you have in place to examine and ultimately make those kinds of decisions?

At the end of the day, public relations — and much of the broader media, marketing and advertising world — is about storytelling.

But it's also about results. How do you get impactful results? A vital first step is defining what impactful results, to you and your brand, even look like. 

From there, our work is about paving a path to reach the right audiences with the right messaging at the right time — all with the right team, tactics and workflow in place.

In an unpredictable, constantly evolving and often perplexing media landscape, I firmly believe that, for many media brands and industry professionals, making an effort to be more deliberate and thoughtful about what needs to be done — and what doesn't — will get them closer to that path, and closer to achieving impactful results.