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Despite Tools, It’s About the Story

New Media & Social Media tools are the latest options for PR & Marketing professionals, they provide new avenues to reach target audiences and enhance campaigns, however they are only part of the puzzle.  While I am entirely in favor of communicators adopting new tools as part of their campaigns, I think it is most important to do so with a managed and calculated methodology, which utilizes these tools as part of a cohesive overall strategy not just as a haphazard add-on for the sake of using technology.  While these new options can provide enhancements but it is paramount for practitioners to focus on telling their stories without getting caught up in the technology. Yes, I do advocate as I did recently on this blog that you make your message Platform Agnostic, but I do not think that in doing so you should let the technology get in the way of your goal of telling your story.  Instead, I think you need to tell your story and use technology to accentuate your message and broaden its reach.  Of course, in some situations the technology can improve how you tell your story, enriching the experience for the audience and make the story come to life or bring a level of interactivity, but it shouldn’t entirely dictate or transform how you communicate. So, the question is how do you communicate with Web 2.0 and Social Media Tools without loosing focus on the primary goal of telling your story.  Certainly, the answers are many and the approach could be quite complex, but on a high-level here are ideas that can lead to...

Quick Hits for March 17th

MediaBack Page’s Quick Hits for March 17th : Milwaukee Bucks tell Charlie Villanueva not to Twitter during games anymore – ESPN – Don't take Twitter with you to the ballgame… Clear Channel Says Mobile And Online Lifts Radio Audience By 15 Percent – washingtonpost.com – Williams, Romeo, Hilles Join Goom – Another take on Internet Radio – this time powered by former Z100-New York...

Quick Hits for March 9th

MediaBack Page’s Quick Hits for March 9th : iTunes Celebrity Playlist Become Podcasts…with Tom Jones | Cult of Mac – Looks like iTunes has taken the next step with their “celebrity playlists” and brought them to life with a new Podcast series… at the very least this provides a unique way to gain some perspective on music maybe you haven’t thought about previously, and offers a chance to get some insight from your favorite artists… Column: Spinning the Web on the TV Set – TVWeek – News – TV Shows on the Web on the TV, it’s the next reality. Seattle paper may shift to online-only: reports – The newspaper business continues to be hit hard, in a sense more of the same that sent The Rocky packing a few weeks ago. NBC Is Buoyed by a Matrix of Winners – NYTimes.com – In a time of increasingly diverse audience segments – can an hour long news cast survive? Or does it in fact help the network to reach an even broader audience and extend its...