The breadth of these changes affects many companies, from the emergent role of social media to the morphing nature of content and the access through which corporate and product messages are delivered.
Last week, the International Association of Business Communicators (IABC) brought Shel Holtz, an IABC Fellow and principal of Holtz Communication + Technology, to talk about the future of the communications profession and how one can stay relevant in the digital era.
Holtz’s presentation was preceded by a talk on the Philippine digital landscape delivered by Donald Patrick Lim, managing director of MRM Worldwide. Here are a dozen pick-ups from the master class. 1. The converging trends in the digital world. 2. Interruption marketing has become less effective. 3. Thinking like a publisher is the rule of the day. 4. Familiarity with the two dimensions of media relations in the Internet age is critical. 5. News reporters will contact a source not by phone but by Facebook. 6. The traditional press release moves to social media news release (SMNR) and engages more people. 7. It’s not information. 8. Community management is all about people and how you move them. 9. Welcome to the “good enough” video era. 10. Hiring the right communicator is key. 11. Outputs, outtakes and outcomes. 12. What’s coming? [read full great article http://j.mp/n93YXS]
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