Businesses need to evolve to survive the digital revolution, according to a recent article in strategy+business. Consumers are taking more control over their media consumption and also exerting more influence on brand reputations. Companies that fail to plan their marketing and business strategies around this shifting landscape will be doomed. 

The author of the article declares that companies wishing to survive must pursue three dominant traits - relevance, interactivity and accountability. Each of these traits can be successfully developed through a strategic PR campaign. 

Breaking through the media clutter requires a strong message that contains relevance to the audience. Targeted PR and third-party earned media is a key platform for obtaining this objective. One major failure seen in many media campaigns is a lack of focus on relevance, whether it is the message itself or the media members targeted for the message. Knowing your audience, how they obtain their information and a good relationship with the media in that particular niche is crucial to successfully executing a targeted campaign. 

Marketing is now a two-way street. Unless a company is prepared and welcomes consumer feedback and responds to it, the consumers will take it upon themselves to demonstrate their feelings for a brand. Successful marketers plan in advance for the inevitable market response to a PR or advertising campaign. Building interactive websites, using digital campaigns that offer up surveys and response areas, and connecting traditional media to digital can help guide consumer feedback. 

Failure to accept accountability is not new in the business world. However, the consequences to failing to take responsibility and "own up" are. Crisis communications and preparation for possible negative events need to be developed in advance and ready for implementation at a moment's notice. Hiding from the press is no longer an option.