Communications Makeover

Technology has changed the way communicators do their job and the training they need. Since the internet has been available, the way we communicate has changed and the role of the communicator has changed. It’s time for a communications makeover.

A few decades ago, there was less access to information and ways to receive that information. Where users might have been content to sit and read a long newspaper article in the past, today’s users have instant access to information and don’t necessarily want to read lengthy articles, preferring to power scan. With new technology, communicators have to incorporate pictures, videos, audio, graphics, and interactive features (Pietrucha, 2015).
 

They must change their approach from producing static communication to creating more dynamic communications, allowing users to interact and experience the information, rather than just read it. Communication in the digital age is one of less words and more visuals. Communicators today must engage with the audience and must adapt that interactive mindset, not preaching to the audience.

 
In the past communicators could produce a message but had no obligation to have a discussion with the audience and respond to their comments. Today, it is critical. The focus is no longer about the message you want to give – but what the audience wants.

The audience has many types of technology they can use to communicate. They have smart phones, laptops, tablets, PCs, along with the traditional methods of communication such as print, and television. Information is accessible at anytime, anywhere. A communicator’s job has changed from 9 to 5 to 24/7.

With new technologies come new platforms for communication such as Facebook, Twitter, LinkedIn, Pinterest, and others like them. If communicators are not already social media savvy they have a learning curve to quickly conquer. According to Pew Research Institute’s 2014 Social Networking Fact Sheet (2015), 74% of online adults use social media.

Kristina Cisnero, Hootsuite contributor, tells us that social media is a way to:

• Easily gain information about your audience
• Target audiences effectively
• Locate new customers and expand your audience
• Give you instant feedback from your customers’ perspective
• Improve market intelligence
• Increase website traffic and search ranking
• Easily share content
• Generate leads for one third of the cost
• Create meaningful relationships with audience
• Increase brand awareness at little to no cost

Today’s communicators have to embrace digital technology and platforms to remain competitive and relevant. Not only do they have to understand the different technologies available but also to understand how to use them effectively to communicate. Social media is still relatively new and communicators are learning more effective ways to use it, engaging with their audience instead of communicating in one direction. Overcoming reluctance to use social media may also be an issue – but there are many reasons to use it. There may be some growing pains for communicators today, but it will ultimately be an exciting journey with endless opportunities

 

References

Cisnero, K. (2015). 10 benefits of social media for business every skeptic should know. Retrieved from
              http://blog.hootsuite.com/social-media-for-business/

Pietrucha, F. (2015). 7 ways to communicate more effectively in a digital age. Retrieved from

            http://www.thoughtleadersllc.com/2014/10/7-ways-to-communicate-more-effectively-in-a-digital-age/

Social networking fact sheet. (2015). Retrieved from http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/