The Clip Report

A Briefing on the Future of News

It’s easy to forget, but back in 2008 a lot of people were declaring that the media as we know it was dead — or dying. Yet, a funny thing happened on the way to the funeral. The media, faced with the threat of extinction, used sheer will and innovation to turn things around.

Today the fourth estate is arguably stronger than ever. And this is having a significant impact on how businesses synchronize and prioritize where, when and how they tell their stories. This process, to borrow a term from Hollywood, is often called "transmedia storytelling."

In 2011, Edelman EVP Steve Rubel set out on a journey to learn more. He visited media executives and reporters, technology vendors and social networks — all in a quest to identify some common best practices. Five new "rules" emerged, which he will discuss during this session.

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Steve Rubel is executive vice president, Global Strategy and Insights for Edelman — the world's largest independent public relations firm. In his role, Rubel works across the firm to help clients better understand how to unify their communications strategies across mainstream, new, social and owned media. In addition, Rubel also acts as a highly visible Edelman thought leader and writer on media. He speaks dozens of times each year around the world and appears frequently in the press. In addition, he actively shares his observations and insights at steverubel.me, his monthly Advertising Age column, and on Twitter where he is followed by more than 60,000.