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Business executives have
more options than ever to get their messages to the
public. Does that make the task easier? Actually, it is
probably more difficult than ever to maintain
credibility and present coherent information, said
Trylon Communications CEO Lloyd Trufelman in a lecture
at Columbia University’s Strategic Communications
Program.
Due to the proliferation and
temptations of new media – “infotainment,” Weblogs,
wi-fi, instant messaging, broadband, direct satellite
broadcasting communications and more - communications
professionals can get caught up in the media and lose
sight of the message.
The fractured media
environment makes it more important for PR professionals
to analyze their options for disseminating information
and to be judicious in using them. While cutting through
the media clutter can be difficult, the alternative is
having your message reach the public – but come out
twisted or misinterpreted.
For example, a simple post
into a media Weblog by an uninitiated executive looking
for coverage can trigger massive repercussions. By using
this medium to blatantly publicize a company, the
executive could anger the very media representatives he
had been hoping to reach!
Similarly, if only a portion
of a message reaches a journalist, and back-up material
is lacking, negative consequences can result. Say that a
company has discovered a new enzyme that will allow
research to progress on a virus prevention serum. A
snippet of the announcement catches a journalist’s eye,
and he or she plunges into the Web to get some backup
research. If they log onto a Weblog or discussion list
with a post from a disgruntled former employee, the
story can take a wicked turn.
Perhaps more frightening is
the current trend for executives and staffers to do
background research on the Web and then use the
information they find as gospel. Relying on false facts
and figures to back up a PR pitch or interview can have
disastrous effects.
The bottom line? While an
unprecedented opportunity exists for executives to reach
out and communicate with the media and public, the need
for common sense and fundamental skills has never been
greater.
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