It's not the medium--it's the message

In today’s world of information overload and constant communication (thanks to real-time networks) it is nearly impossible to stay afloat. This is especially difficult for students (like me) to break through the clutter and try to grasp what is important. Words like content marketing, social media, crowd sourcing, geotagging, ROI, etc., are thrown around at hyper speed and we barely have time to stop and breathe trying to keep up with it all. Each week like clockwork, a Mashable blog post shows up in my Google Reader graciously alerting me of somewhere between 30 and 50 digital resources I may have missed. Sometimes it seems hopeless that I will ever dig out from under the vast amounts of information out there.

In July, I wrote about how to break through media clutter. I talked a lot about different tools to use to manage your information, but have recently come to the realization that it’s not the channel that’s important.

No matter what the medium, tactic or program, there are some key components of communication that ring true no matter what. New outlets and mediums will come and go, but as long as we stick to a solid communications strategy and integral steps in the process, we can’t go wrong.

Research: My PR capstone instructor mentions research at least three times per class period, and with good reason. Chances are good that you won’t be an expert in the field your client is in, so there is always room to find out more about it. Not to mention the constant shifting of the media industry, requiring a close eye to identify or at least keep up with trends. Sound research will not only help avoid future roadblocks but can help you come up with new ideas. I try to read as much as I can about tons of different topics and have been pleasantly surprised at how a little extra effort can go a long way.

Planning: Even though some of your communications tactics may seem easy or less important, thus not requiring a plan, but that’s really not the case. I catch myself wanting to jump headfirst into social media or any new communication tool or campaign, but it’s always important to think things through strategically.

Monitoring: Once we’ve set a campaign in motion, it’s such a relief that we finally get to implement that we forget that we actually have to check up on it. While technology is great, it’s far from perfect, so constant monitoring is vital. Google Alerts are a godsend in monitoring brand discussion and keeping tabs on the online conversation about it.

Evaluating: This is something I’m sure we all put at the very end of our communications plans, but how often do we actually go back and track our results? As students, evaluation is a process that is often an afterthought, or one that we don’t do much of in the classroom until our upper level courses. Getting in the habit of constantly evaluating your campaign or program will put you in the mindset to push your communications further than you thought possible.

Do you agree or disagree? Is there anything else you would add? I’d love to hear your thoughts!