Going back forty years, communications was pretty easy.
The communications environment was simple - it was one to many.
If you wanted the world to pay attention back then, you secured time on one of the few platforms that ensured your message would be broadcasted to the masses.
Today, such mass broadcast opportunities are infrequent. The communications environment is not so easy.
It matters what your audience prefers.
It matters where your audience is seeking information.
It matters how your audience is processing information.
It matters when your audience is accepting information.
To succeed in this new communications environment, focusing on strategy and organization more and tactics less, will be more fruitful.
-Marc
Marc A. Ross is a business strategist and communications advisor working at the intersection of globalization, disruption, and politics. Ross specializes in communications for economic diplomacy and global commerce. He is the founder of Brigadoon.
