The new and improve 21st century communicator's toolbox - available today

Communication World, March, 1999 by Katharine Delahaye Paine

Yes folks, here it is...available today...the complete toolbox for 21st-century communicators.

Guaranteed to make your life easier, get you a raise, improve the bottom line and permanently eliminate cat hair from all of your clothes.(*)

Let's take a look at some of the tools in the toolbox.

First, the big one. I know you're all tired of reading about how the Internet will change your life, but it face it, it already has. There's no sense fighting it, you will only waste time and make enemies of those in your organization who are already addicted to it. Besides, below are some tools, made possible by the Internet, that make your life easier and improve your productivity and efficiency.

Internet-based tools

* A resource economizer

Most corporations are already saving millions of dollars in paper and mailing costs by making available online brochures, annual reports and other communication materials. But did you know that most publications prefer to get photos and artwork electronically as well? They'd much rather download up-to-date images (still and video) from a web site, as needed, than keep your dusty old photos around in their files. Put the images on your site and let everyone know they're there.

* A shortcut to work

Can you say "working at home?" More than ever, communicators are telecommuting from home offices, at least part of the time, using corporate extranets. Not only can you send and receive messages at will, but you can access important files, databases and software - just as if you were in the office. You'll be able to stay in the loop and fire off memos as if you were sitting right next to the guy at the copier, but you'll get more done because you're not. So unpack those green pajamas today, and get down to business.

* A matchmaker

What do Martha Stewart, Amazon.com, The Wall Street Journal and United Airlines have in common? They all send me e-mail regularly - and I actually read it. We're not talking spare here. Spam is truly evil. These are selected, often highly customized, broadcast e-mails sent to people who have expressed interest in your product, service or whatever you're touting. It's totally acceptable, and it works. I can't tell you the number of times I've made a purchase after reading an e-mail from Amazon.com that informed me about a new book or record related to my past buying patterns.

Now imagine that you could establish such one-to-one relationships with all your customers. It's not that hard. And don't use the argument that your product or service doesn't "fit" this mind set. All customers want to feel special, and they all want to feel that you are catering specifically to their needs and interests. This is what Martha and Amazon and the rest have learned. But rather than bug you at home with annoying phone calls, they send you a brief message, which you can choose to read at your leisure.

And don't stop at establishing relationships with only those you call "customers," for you must remember all of your constituencies. Offer similar "keep-in-touch" e-mails to current and prospective employees and stockholders.

* A listening device

No, not the traditional "bug" used by intelligence agencies, this tool provides communicators a direct link into the minds and hearts of your target audiences. Some of the tools above help make your communication more efficient and others help analyze the content of it all. This tool lets communicators know what their audiences' priorities are and what their behavior is likely to be.

Web sites make it easier than ever before for prospects to gather information about your company. But if you don't gather information about your prospects, you have missed an opportunity. Many sites allow visitors to register for additional information such as product samples, studies or literature. Because the information provided to visitors is coveted, value-added stuff, you can more successfully require visitors to fill out a short form. We recommend that you throw in a few questions that will help you understand your customers a more. Find out why they're visiting and what they hope you can do for them.

While you're at it, add a feedback button to your site so that visitors can easily tell you what about that medium is working and what's not.

* A professional "how to" guide

Not only can you learn from people around world easily and efficiently, you can do so for a fraction of the previous cost, in a far less intrusive way and in a more convenient setting than before.

For example, there's nothing "virtual" about the online meetings my employees attend with others in the communication profession and other specialty disciplines. In fact, IABC hosts a valuable session that my director of marketing sits in on every week. No need for a plane ticket, parking ticket or lunch ticket. Just attend the meeting using the computer right in front of you. It all adds up to increased knowledge without any of the expense that typically comes with it (such as travel).

* A megaphone

The world's greatest megaphone: e-mail. Selective broadcast e-mail to editors, analysts, partners, offshore offices and important customers is, by far, the most efficient way to communicate breaking news. Especially during timely events such as mergers and crises, when new developments occur weekly, even daily. E-mail is the best way to keep everyone up to speed. Set up a specific list of people who need to hear your news, update it and review it regularly.