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Operations Management Viewpoints

Every Company Is a Media Company

by Richard Sambrook


The state-of-the-art company has always placed communications at the top of its list of priorities. But now the effort required to monitor and maximize the power of communications has increased as technology moves forward at breakneck speed. This means that more money needs to be spent on keeping up with the latest and most sophisticated media.

Although there is a cost, there is also an opportunity. As the latest media offer companies greater and more free exposure, many argue that companies have no choice but to follow where the new media lead. Every company needs to be a media company, and those that duck the choice will be made to rue their decision. The internet is an unforgiving institution.

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Further reading


  • Gillin, Paul. The New Influencers: A Marketer’s Guide to the New Social Media. Sanger, CA: Quill Driver Books/Word Dancer Press, 2007.
  • Gillmor, Dan. We the Media: Grassroots Journalism By the People, For the People. Sebastopol, CA: O’Reilly Media, 2004.
  • Kovach, Bill, and Tom Rosenstiel. The Elements of Journalism: What Newspeople Should Know and the Public Should Expect. New York: Three Rivers Press, 2001.
  • Tapscott, Don. Grown Up Digital: How the Net Generation is Changing Your World. New York: McGraw-Hill, 2009.

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