In our consulting work here at Amplify, we regularly come across clients that are looking for guidance on how to embrace the new direction in which communications is moving – one that involves learning how to effectively engage your constituents directly without having the filter of the media. Here are a few of my suggestions on how to successfully integrate new media strategies with existing communications plans:
1. Relinquish a little control of your brand. Don’t obsess over staying “on message” and instead focus on developing a productive dialogue with your constituents.
2. New media tools are a means towards an end so make sure they support your broader communications goals (e.g. increasing donations, recruiting new members, influencing public opinion, driving action on an issue) before employing them.
3. Explore ways to utilize new media tools to repurpose existing materials and gain more mileage from them. For example, we once took b-roll and leftover footage from a client’s fieldwork and turned them into online commercials that were used for their end-of-year funding appeals on their web site and in a series of digital press releases.
Visit Amplify’s Multimedia Gallery to learn more about our new media work.