In an information cluttered world, it is increasingly clear that communicating value-propositions of any kind, whether in the profit or not-for-profit world has become a difficult challenge. This has been compounded by the emergence of a wide array of communication channels in recent years. It is not far-fetched to say that the digital revolution has totally changed the way to conduct communications. The traditional model of neatly packaging communication and dispatching it, expecting it to have a silver bullet effect no longer works.
Companies need to think in a multi-channel fashion when putting together communication strategies to ensure consistency and effective communication. Cross media management is indeed the in thing – and companies that ignore this reality only diminish the impact of their messaging and communication effort. Organizations need to create a unified message across different platforms to significantly influence perceptions.
It is essential identify, anticipate, and satisfy client’s content needs and customize it across the different mediums without compromising both the quality and the consistency of the key messaging. Continue reading