Tools and technology
A basic HTML newsletter and a well written, targeted media release were once sufficient ways to reach a target audience with news.
With more sophisticated tools now available and media concentration/downsizing of reporters a near daily occurrence, more organizations are relying on owned media channels to generate awareness and engagement.
Alas, even what we own comes with risks, costs, and ever shorter attention spans.
Today, the most underrated aspect of social media is that it’s less about what you say, and more about its value for listening to stakeholders important to your cause.
The audience most neglected or misunderstood - by far - is the algorithm. It is built to deliver more of the same to engaged audiences, and less likely to attract novel users and interest. Digital tools to help your audiences discover and engage with your organization exist, but even AI and big data still can’t outperform the uniquely human task of authentic, effective communication.
By using relatable visuals, polls, clear messages, compelling video, and leveraging your organizational strengths - along with those organizations aligned with your goals - is a winning combination.
The tools and techniques will continue to change. But the basic principles of trust and ethics in public relations - being responsive, fair, respectful, transparent, and true to your mission are critical to success in these complex times.
Lighthouse Festival, a celebration of visual and performing arts in all of West Vancouver School District schools.
