The document discusses how communications have evolved rapidly with new technologies and outlines strategies for organizations to go "beyond media, delivery, and borders" when communicating. It recommends directly engaging target audiences through social networks and user-generated content to build influence across boundaries of age, language, and geography. Case studies show blending traditional and emerging tactics can help extend the reach and impact of messages.
Beyond Media, Beyond Delivery and Beyond Borders 7-31-08
1. Michael Pranikoff Director, Emerging Media [email_address] http://del.icio.us/michaelpranikoff Twitter / @mpranikoff Beyond Media Beyond Delivery Beyond Borders
2. Evolution of Communications – A Rapidly Changing World 2000s 1990s 1980s 1970s 1960s 1950s Apple Mac Cell phone network launched First fax machine TV = Mainstream JFK, Vietnam, Moon Precursor to internet developed Satellites transmit programming Drudge Breaks Lewinsky Email becomes standard Web free to all IM-ing goes global Major dailies go online First transatlantic phone call via cable First press release over newswire Email, internet go mobile. Rise of social networks Google becomes verb Rise of Citizen Journalism User-generated content explodes Podcasts Text messaging
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6. Make the Most of Your Messages BEYOND BORDERS BEYOND DELIVERY BEYOND MEDIA