An 8-step Program for Using New Media in Your Communications Efforts

How can you make the most of today’s new media tools to help you deal with reporters, speak in public, and persuade policymakers? This 8-step program points you down the right path.

Blogging, Social Media, Chalk Blackboard, Internet

  • Step 1: Realize that new media are simply communications tools—nothing more, nothing less. They still require both talking and listening.
  • Step 2: Familiarize yourself with the basics—blogs, Facebook, LinkedIn, Pinterest, Twitter, Vimeo, YouTube, and any private networks you use, for starters.
  • Step 3: Learn the differences among new media sites. For instance, Facebook offers a wide demographic range while LinkedIn leans toward business professionals with higher incomes.
  • Step 4: Think strategically by folding your new media efforts into your communications plan, making it a part of the larger picture. Never isolate your new media tactics.
  • Step 5: Decide which tools have the potential for reaching your target audience before you tweet about your CEO’s Congressional testimony or blog about your top initiatives. Don’t default to one particular set of tools.
  • Step 6: Connect your new media outreach to the real world. Don’t get so caught up at your computer screen or mobile device that you neglect face-to-face contact with reporters, policymakers, and other important audiences.
  • Step 7: Budget your new media time carefully. Overuse leads others to wonder what you actually do for a living.
  • Step 8: Don’t automatically assign responsibility for your new media efforts to your youngest staffer. Good strategy demands more than simple knowledge of whiz-bang tools. It demands solid communications experience.

Do you have a ninth tip to share? Add it to the Comments section below.


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