Everybody is a Reporter today. Of course, just being a reporter doesn’t necessitate that the quality of reporters has gone up. But, thanks to Facebook, Twitter, Blogs and the like, there is a lot of reporting going on.
A hundred years ago, if a company committed fraud, all it had to do was make sure the news never got to 10 major news publications. Now, all it can do is send it’s Media Relations team to do some crisis management. It’s transparent. It’s different. (Better is a point of view)
The consequence if you are planning on/are doing important work and leading, is that you better have your own soapbox. Ensure there is a place where you can make your stand and views clear. Besides, in a very noisy space filled with messages from every Tom, Dick and Harry, you want your voice to be very clear and audible to those who want to listen to you.
Take the time, and effort. It’s the only way forward. Media and marketing will never go away. At the end of the day, it’s not about who you know but who knows you.
PS: Even with all this effort, it will probably take you roughly 10 years to become an overnight sensation.