Today I had the pleasure of presenting a webinar for Ragan Communications, on smart communication strategy in the digital age.

This is a topic I speak on pretty often, and the more I do it, the more I’m convinced about something:

The more things change, the more they remain the same.

So now we have social media tools at our disposal. So what? The thinking behind good communication doesn’t – or shouldn’t – change.

If you have your fundamentals right (i.e. goals, measurable objectives, strategy, tactics), then all you really need to do is incorporate social into your overall communication strategy, keeping the focus the same.

And I don’t mean to belittle social by saying, “all you really need to do.” What I’m trying to stress is that you shouldn’t let your awe of the tools get in the way of something you know how to do… and do well.

On the other hand if, in times past, you weren’t focusing on how your communication plan was going to help your business/organization achieve its goals but were doing something because it was cool/your boss wanted you to/, then basically you were flying by the seat of your pants.

Which perhaps took you to climes fairly salubrious on occasion; but, I daresay, more often than not you landed with a thump and wondered WTF went wrong.

Anyway – that’s the point I try to drive home whenever I speak or teach on this topic, and that’s what you’ll find in this deck.

If you already know it – excellent! and you don’t have to bother going through it.

On the other hand, if you don’t, or are new to the communication field, it might help you. And you can always let me know what you think/ask more questions by leaving a comment below or tweeting/emailing me.

Heck, I’d love it if you left a comment below/emailed/tweeted me ANYWAY. What’s life without a little conversation?

Shonali Burke
Founder and publisher of Waxing UnLyrical, Shonali Burke helps smart businesses make bank by taking their communications from corporate codswallop to community cool™. She is also the founder of The Social PR Virtuoso®, which provides online, on-demand training that helps you unleash your inner Social PR superhero. Shonali is mad about ABBA, bacon, cooking, dogs, and Elvis, though not necessarily in that order. Wouldn't you like to be in her kitchen?
Shonali Burke