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Making the Most Out of Your Media

Making the Most Out of Your Media. By Craig Webb Taken from Associations Now magazine, November 2006. Why Don’t Associations Deliver More Effective Messages?. Ineffective use of current media “One Size Fits All” approach to messaging (Failure to adjust message to medium)

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Making the Most Out of Your Media

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  1. Making the MostOut of Your Media By Craig Webb Taken from Associations Now magazine, November 2006

  2. Why Don’t Associations Deliver More Effective Messages? • Ineffective use of current media • “One Size Fits All” approach to messaging (Failure to adjust message to medium) • Failure to examine a medium’s qualities for appropriateness before using it • Lack of proper materials at hand (both personal and technological) to make best use of media and message

  3. The Result • Ineffective messaging • Failure to fulfill members • Unhappy staff

  4. Your Challenge:Master These 3 Variables • Message • Medium • Materials at Hand

  5. Examples • American Hospital Assn.’s Dick Davidson voice-over commentary on presentations • Miss. Hospital Assn.’s 21 newsletter blogs • Ben Cohen’s BBs on Public Radio’s Marketplace

  6. Migration  Mutation • AHA’s Health Forum Journal becomes H&HN Online

  7. Migration  Mutation  Evolution • AIHA’s Journal of Occupational and Environmental Hygiene

  8. Blogs – Beware! • Blogs Are Most Famous for Being… • Personal • Opinionated • Well-Written • Quick-Striking • A “Behind the Scenes”/Alternative View • Is Your Association Willing To Produce Something Like That?

  9. What About Forums? • Good Forums Trade on … • Passion (e.g. GardenWeb) • Familiarity (e.g. Downhold Wire for ex-employees of UPI) • Most ASAE Associations Deal With Avocations, Not Vocations • Low Usage? Maybe Your Members Are Just Not That Much Into You

  10. Small $$$, Big Results • Blogs: cheap Web sites • Wiki software: cheap content management systems • Phone call system for key messaging • Podcasts to reach members as they commute to work • Take over part of Wikipedia • Use Flickr as your photo library • Try “three-dot journalism” style for newsletters

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