Guest Post: Joyce C. Sood
As we examine the online impact of our social media activities, a question that often comes to mind is: Can we reliably measure whether people’s online engagement influences their actions and behavior offline?
Guest Post: Gretchen Dykstra
Those who toil in the fields of communications know we often graze in the back pastures, far from the main barn, whistled for at the end of day. But we know that every organization and every program needs communications from morning till night. Communications are not just a press release at the end of an initiative. Identifying and reaching appropriate audiences—over and over again– is essential whether you work in direct service, public policy, education, advocacy, the arts or even tropical disease research.
Guest Post: Kate Emanuel, The Ad Council
Climate change, education reform, obesity prevention, cancer … name your issue. As communication professionals, we’re all tackling very complex social problems that call for very complex solutions.
I don’t have to tell you–grabbing the attention of target audiences you need to engage, regardless of your issue, is an uphill climb. You have to overcome a fragmented media landscape and substantial message clutter.
That’s why, no matter to whom you are talking—consumers, donors, volunteers or policymakers—you need to be clear and single minded.
That’s where research can make the difference.