How do you select the right channel(s) for your organization? Once you’ve selected a channel, how do you create relevant and meaningful content for your audience?
Standing there in the paint department looking at thousand of choices of paint types and colour chips can be daunting when you’re trying to decide how to paint a room, unless you are an interior designer or a colourist. Some people come to the job with an innate ability and others have learned their craft through tried and true methods. So it is for public relation specialists trying to pick the right channel or channels to get their message out to the public. Luckily for us new on the scene of multiple channels, we have a talented instructor that gives us guidance: YouTube,Twitter, Facebook, Pinterest, and WordPress are all good Websites for the neophyte to begin to painting with.
As you begin working with the channels you can see the types of interest they attract from their native audiences. The more familiar you are with the paints, i.e., channels, the better able you are to narrow appropriate information specific to that project. Gathering this information helps the public relations specialist hone in on the type of message to send on that particular channel. It’s like the decision for the colour in your room. Once you found the colour family, you begin to eliminate the colours that just aren’t quite the right fit: too bold; too tame; too bright; too dull––social media asks the same thing of us. Narrow your decision and message so just the right fit for just the right audience in the room.
The ‘colour’ of you media message will be different on a Twitter channel ‘wall’ compared to a Facebook wall or the Pinterest wall. You as the painter of the social media message are responsible to pick just the right colour in just the right ‘room.’ The relevancy and meaningfulness of your message needs to be in direct response to the audience in that room, i.e., channel. That’s the fun part––becoming the expert painter that knows exactly what paint and colour to choose.