Get Your Message Consistently Across Communication Channels: Media Expert

By Rosemarie Khoo Mohd Sani KUALA LUMPUR, Nov 24 (Bernama) -- Companies have been urged to get their message consistently delivered across each channel of communication if they want the audience and consumers to understand what they are doing. One of the United Kingdom's top media experts, Alan Stevens, said many companies who opt to use integrated marketing tools these days fail to get their message across because there is no constant coordination by the separated communication team. "It is a mistake to treat different channels of technology differently. "Each channel whether it is the broadcast media, social media, print media or the Internet has to be treated merely as a channel of communication with the same and consistent message," he told Bernama recently. He said the communication team comprising marketing, public relations and social media personnel need to ensure the message and strategy sent through the channels is constant. "We are often bombarded with messages all the time, probably about 3,000 to 4,000 messages daily across billboards, radio, television and the Internet, and we cannot take it all in. "The effective time is when we hear or see the same message featured perhaps three or four times from different channels," Stevens said, adding a key person should monitor the overall progress and outcome of every communication channel in the company. "Generally, those who grew up having phone and other technology gadgets by their side would be comfortable applying various forms of technology, but never assume that everyone is a technology-savvy person," he said. However, he said, traditional ways of communication are still relevant and should be appreciated by younger people through education. Stevens, who is internationally known as The Media Coach, said staff and directors also need to understand the goals and common messages about their company. "Even at the top level of management, I get different feedback from the board of directors in a company, and this tells me that not everyone seated on the board agrees what the company does and why it does it. "So you have got to have that agreement established first if you are serious about marketing strategy or intend to re-brand your company," he said. --BERNAMA