"STRATEGIC COMMUNICATION: COMMUNICATING IN A NEW MEDIA ENVIRONMENT"

There was a time, not so long ago, when news and information was delivered at specific times, via specific channels, namely newspapers and TV and radio. Journalists were the exclusive creators and shapers of news, or the sole shaper of an organisation's image. This no longer holds true.

The rapid evolution of new media technologies, and the emergence of new media channels such as vodcasts, podcasts, in recent years, has reshaped the realm of news, in its traditional form, and how people access news. New media social network platforms like blogs, Facebook, MySpace, YouTube, have led to the emergence of user-generated content, and even turned some members of the public into opinion-shapers in their own right. From the one-to-many conversation model of the traditional media, new media has enabled one-to-one communication and two-way engagement, almost at a personal level.

Wikipedia defines strategic communication as “getting the right message, through the right media, to the right audience at the right time and with the right effect” and that strategic communication “prevents contradictory, confusing messaging to different groups across all media platforms”. It is thus now critical, more than ever before, for all communicators to keep abreast of changes in the communications world and to understand how these various techniques and tools can be effectively employed in the overall strategic communication plan, and to provide value-added counsel to their key decision makers

But given the significant changes in the world of communications, and the variety of communication tools available, how can organisations and nations deliver their key messages and influence opinions? How does one decide which tool to use and when?

If you are among those wrestling with these questions, and would like to learn more, then you MUST ATTEND PR Academy's 7th Annual Conference, “Strategic Communication: Communicating in a New Media Environment”.

The conference brings together expert practitioners, thought leaders, gurus, and like-minded professionals like you, to learn and share best practices in crafting effective communications and PR programmes, that are able to effectively integrate traditional and new media channels to connect with a range of target audiences. You will not only gain valuable insights from “thought leaders” in this emerging field, but also learn from the experiences of others – through case studies, presentations and specially arranged workshops.

So, don't hesitate. Click here to find out more about the exciting conference and the distinguished speakers who will help shed light on many of your queries.