The media landscape is continuing to evolve and change, along with the tools available to communicators to disseminate information and engage with key audiences. It is important for us as communicators to stay up on the latest changes and ensure we are leveraging emerging tools to make certain our strategies are executed in an efficient and effective manner.
While staying current in this rapidly changing world is a challenge for those immersed in the field, it is even more challenging for in-house professionals whose industries may be slower to integrate and adapt to these changes. We frequently speak with marketing executives looking for guidance or education for themselves or their team members.
For those of you looking to gain insight into the changing communication landscape, I recommend considering the New Media in Communication Series through the University of Washington’s Department of Communication
The series includes an upcoming Social Media Saturday for Communicators on February 12, 2011, where I will be moderating a panel of representatives from for-profit and not-for-profit organizations to discuss how they integrate social media into their communication strategies. There are two additional sessions scheduled in the series – Photography in the Digital Age and a Video Bootcamp: How to Shoot, Edit and Upload Video to the Web.
For more in-depth study, the University of Washington has a unique and compelling graduate program – the Master of Communication in Digital Media (MCDM) program.
This past fall Hanson Hosein, director of the MCDM program, invited me to be a guest speaker in his Strategic Research and Business Practices class. The class is a required core course of the MCDM program taught by Hanson and Dr. Malcolm Parks.
I found the participants highly engaged and building strong expertise in the world of communication. For this particular course, the students were getting hands-on experience by helping real-world organizations such as the EPA, Pacific Science Center and the Woodland Park Zoo solve a specific challenge, as outlined in a blog post by an MCDM student.
Given the students were managing projects for real-world clients, I focused my discussion on best practices for client relations. Specifically, I shared my perspective and tips on engaging key stakeholders and building consensus, developing a strategic plan, understanding the impact of social media and the importance of educating clients about social media, and finally, measuring success.
I was thrilled with the engagement of the class and the thoughtful questions they posed throughout the evening. It was clear these individuals were up-to-speed on the latest tools and trends in the media landscape. As many of the students work fulltime, they are able to apply the information they gather during class to their day-time jobs. What a great win for their employers, who are probably garnering significant benefits as these employees become experts in a rapidly evolving and extremely relevant space.
There are a number of other ways to ensure your team is educated on the current changes and latest trends with communication and media. In addition to your local college or university, consider seminars and classes available through local chapters of the American Marketing Association or PRSA (Public Relations Society of America).
Do you have other tips for staying on top of the changing media and communication landscape? Share your suggestions by commenting on this post.