3 Steps to Selecting the Right
When considering your communication
options, know your audienceís preferences and balance that with the best
technology for the content.
By Josephine Christian
technologies are tools to help associations increase their influence to a
specific group. However, the assumption that any association can produce
effective multimedia content or use any social media platform to expand its
brandís reach is not true. Not every multimedia option is perfect for every association communications
initiative. Success is dependent on your audienceís level of confidence with
video, slideshows, text, and graphics. The same thing applies to social media.
this yearís Association Media & Publishing Annual Meeting, June 15-17, 2015
at the Ronald Regan Building in Washington, DC, professional photographer and
award-winning magazine editor Patrick Mirza advised associations and
business-to-business publishers to picture multimedia as a toolbox. In his
presentation titled "Multimedia: Whatís Holding You Back,Ē Mirza outlined three
steps for using multimedia productively. To pick the right tool, Mirza says
associations must consider (1) their multimedia options, (2) the intended
audience, and (3) the best way each type of content can be presented.
vast multimedia tool selection includes graphics, motion graphics, text, video,
slideshows, audio, and photos. Using a combination of these is the best
approach. Whether your chosen tool belongs on Facebook, in a magazine, or on Instagram
is based on your audienceís preferred media outlet. Do not be afraid to analyze
each multimediaís pros and cons. Remember that money and time are always
precious factors. Because each media varies in cost,
the more options the better. Justifying your investment is a strategy to
finding the right answer.
Analyze: Know your
highlighted Howard Gardnerís nine forms of intelligence theory when explaining
why it is important to know your audience. In Gardnerís book, Frames of Mind: The Theory of Multiple
Intelligences, he explains that
one personís intellectual disposition and strength differentiate from another
personís. Whether they are existential, interpersonal, intrapersonal, musical,
verbal, visual, mathematical, kinesthetic, or naturalistic, only one category
expresses how they best think. Knowing your membersí thought process and how
they prefer to receive information helps determine which multimedia is will
make the best communication tool. Taking into consideration how your audience
thinks can help frame how the information should be presented.
3. Produce: Generate content.
is an important factor in communicating information, and a multimedia approach
is crucial to keeping the brand fresh. Creating a team of innovative association
publishing professionals will result in a variety of ideas to improve your
associationís storytelling. Itís important to secure a constructive environment
and to remember that ideas that are first dismissed can be proposed again in
Mirza reminded Annual Meeting attendees that they should never be afraid to refrain
from using social media. Sometimes, he says, you need enough courage to not use it for every piece of content
your association produces.
Josie Christian attended Association
Media & Publishingís Annual Meeting as an intern. She is a recent graduate
of Principia College and majored in mass communication and dance.