Follow your audience

Karine Joly writes in Universitybusiness.com that more schools "have realized that the good old press release won't be enough soon. If you currently have effective public relations programs without incorporating blogs, RSS, wikis, or podcasts, this won't be the case for long." In the same article, Colgate University's Charlie Melichar says, "We need to follow the path being beaten by our audences: Go where they already are. If they're on iTunes, downloading podcasts, we need to be there. If they're using a feed reader to collect news, we need to provide RSS feeds." Joly's article cites a number of forward-looking communication practices, including Duke University's hiring a student to search on Tecnorati to monitor what's being said about Duke in the blogosphere.
(Thanks to Dan Karleen)

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