Here is the thing… in certain regards it makes sense that you have individuals who are familiar with publications, or broadcast and of course digital. However, a well rounded practitioner should be well versed in all areas of communications. As we move forward with technology, more and more it becomes apparent that these mediums bleed into one another, and have become tripods with each one depending on the other.
Yes there are definitely shifts in the way organizations spend their advertising/communications/pr dollars, with more moving away from print and into digital. That being said, it does not mean that all the mediums disappear and one will emerge the champion. Audiences consume information in so many different ways, and the most important decision you need to make as a practitioner is where to find them, if that medium makes sense for your target and what you are trying to achieve.
When you divide the three mediums so specifically, you end up with departments that compete for dollar spends based on their specific “specialty”. I’m not disputing that it does not make sense that happens, but I will say that divisions like that mean that it becomes a personal interest on obtaining larger dollars, rather than whether or not it makes overall sense for a campaign or an organizational objective.
I firmly believe that at this juncture in the evolution of our industry, being a digital specialist should not exist. I’ve mentioned this before, and I will mention this again – digital is another medium. It is another tool in the tool belt for marketing and communications practitioners to use. There should be no reason why anyone on any team should not be familiar with all three mediums, have some exposure to all of them, and have a firm grasp and understanding how they all should be used.
Teams should be educated in all ways that each of the mediums change. That being said, I also believe that every professional should have a vested interest in self education and keeping themselves current and relevant as well. The future of digital in these professions is that it will be common place – as it is in every day life already.