Out with the old and in with the new.  Popular and populist, especially as it pertains to media.

The truth, though, is that many “internetistas” who think a whole new world was created with the internet are beginning to realize that knowledge of how it used to be done is quite helpful.

Some rules don’t – and, perhaps, never will – change.  Be informed and be prepared – do your homework.  Be responsive and respectful.  Be actively engaged. 

Strategic communications is about developing and maintaining relationships that are important to the enterprise. 

It’s about protecting and strengthening a brand (corporate) reputation. 

Importantly, it’s about enabling or delivering results that move the business forward.

Without question, social media (new media) has created new and faster opportunities (channels) by which to engage and interact with the relationships that matter.

Knowledge of these new and faster channels is vitally important in our Web 2.0 world. 

Of equal importance is understanding what action you desire from your target audience, what message will move your audience to action, and what you need to do to enable the action in the most deliberate, intuitive (read: easy) way.

Check out this case study on Alice.com provided by the folks at Shift Communications.  Old media facilitated the launch of a new online company because everyone involved understood that the two can’t, and really shouldn’t, be viewed separately.

So, old school meets new school and strategic communications still works the way it always has – just a whole lot faster.

Post by Nick Vehr – 12.21.09

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