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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...

How Amazon & Sirius Teach Us to Be Platform Agnostic

Do you read the paper, or surf to their website, subscribe to an RSS feed?  Do you listen to the radio, or download Podcasts, listen to Slacker, or Satellite?  Is prime-time TV your thing; do you watch on a television, via SlingBox, or do you Hulu? The questions can go on and on, as today’s audiences are increasingly fragmented.  It’s a point I often make during presentations and conversations with clients – today’s audiences are increasingly sophisticated and get their news and information in varied ways.  The translation for communications professionals is that we have to think about communicating differently and in ways that go beyond the traditional methodologies.  That is not to say those aren’t important avenues, because they are clearly still powerful outlets, but today they are just one part of today’s communications landscape.  But increasingly, so are new technologies from audio and video on the web as Podcasts and Webcasts, to desktop widgets, and BlackBerry and iPhone applications; the translation communications and marketing are becoming platform agnostic practices. There are two recent examples, which showcase how content providers are adopting new strategies that are increasingly platform agnostic.  First, Amazon on the heels of releasing the second edition of its Kindle e-book reader, released Kindle for iPhone.  Now, instead of only selling e-books to owners of Amazon’s own hardware they are able to tap into new audiences who own either the Apple iPhone, or the iPod Touch.  Further, this strategy will expand the availability of Amazon’s e-books; generating increased content sales and potential even furthering interest in the Kindle device. Secondly, on the heels of the Sirius/XM...