A recent article in the Daily Mail in the U.K. discusses the fact that the average person is bombarded with information - about 174 newspapers worth per day! Researchers have quantified the amount of information broadcast every year to be two quadrillion megabytes through television, radio, newspapers, and e-mails.

An interesting fact is that, with two-way communication, such as mobile phones and the Internet, people shared about 65 trillion megabytes of data in 2007, roughly the equivalent of six newspapers per day. The ability for humans to store information digitally has exacerbated the trend.

Way back in 2000, about 75 percent of all media was stored in analog form, such as paper, books and videotape. By 2007, however, 94 percent of stored media was in digital format. According to the study, the capacity of the world's general purpose computers, including PCs and mobile phones, is doubling every 18 months.

With all of this information being provided, stored and manipulated, how does a company cut through the clutter and stand out? This is the main question facing all communications executives today. Multiple approaches need to be taken to ensure that the information you are trying to convey reaches your target audience. Relying on any single form of media reduces the opportunity to spread your message - and editorial coverage is still the most effective as people read stories, but avoid ads….