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Welcome to the world of Web 2.0: the multimedia reality of interactivity with simultaneous multi-directional conversations taking place across rapidly mutating platforms. We live and work in a new interactive digital ecosystem. The questions for organizations today are: How to survive? How to be interactive? How to stay relevant? And, how to be accountable to our stakeholders? In other words, how do you create and sustain a digital media strategy across all your operations?
Many are calling this the era of "Digital Darwinism." Those who are able to dialogue best with their stakeholders, audiences and key constituencies will survive. This new environment is breeding new jobs that didn't exist even 5 years ago – a recent posting was listed for a Vice President of Participant Experience – which means this is happening now, and is rapidly changing the workforce as we know it.
It's always challenging when traditional boundaries begin to disappear right before our eyes. The key is knowing how to collaborate and master the art of dialogue and exchange, which requires an understanding of your audience. What do they want? How do they want information delivered? How do they view two-way media?
We know that digital natives want it delivered in their language (a digital format) but what about the older demographic who doesn’t necessarily understand this new way of communicating? How do they want it and what works best for them?
Bottom line: continue to use your in-house resources to embrace this change, but also outsource your needs to experts in the field – remember it is those who adapt best to Web 2.0 and take advantage of every available tool that will survive and flourish in this new environment.
For more information on how we can help or to schedule a free phone consultation, please call 626-799-1996 or email info@pcs-strategies.com.
Max Benavidez
President
Public Communications Strategies
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