How media fragmentation and audience behaviour changes have paved the way for multi-platform, integrated communications strategies

The exciting part about PR & Marketing is that it is always changing. The stories we tell, tactics we use, and strategic direction of our campaigns are forever guided by a shifting media landscape, emerging digital media, and changing consumer behaviours. Recently Brittany had the opportunity to share her insights with a group of Year 3 Communications students at Ulster University about how disruption to the media and communications landscapes have paved the way for the rise of integrated communications agencies and strategies.