One of the most common things I’ve noticed at a number of companies who are expending great energies on getting into the new media business is that they don’t really understand what exactly their core business is.
I think the easiest way to determine what you’re supposed to be doing, is to count the number of letters in the two parts of your industry name, and see which one wins.
N-E-W = 3 letters
M-E-D-I-A = 5 letters
Your core business is not creating new deals, or new press releases, or new sales, it’s new media.
If you’re not cultivating the relationships with talented and experienced people who are given not only the responsibility but the authority to run with the ball on creating great media, you are not focused bringing success to your core business.