The message vs. the tools/channels
Shel Holtz blogs about a speech given by Mary Matalin and James Carville on communications at the IABC conference (here). It sounds like an interesting talk.
They distinguished the message from the tools to distribute the message - and find the message to be the most important part of communications. They took a shot at blogs - questioning what the hot tool would be in 5 years. And they also talked about the importance of soundbites, clarity of the message, and the power of storytelling.
While it is true that the audiences control the message these days, Shel believes that it should not stop organizations from putting messages out there.
I buy all of that. Of course blogs are important, but they are only one channel. And of course it’s important for organisations to put out messages - it’s way easier for people to re-tell a story than it is for them to create one.
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