who died in 1980, never lived to see the overwhelming momentum and
knock-on effect of the Digital Revolution transform society into what
it is today. The Internet, smart phones and their apps, social media,
streaming video, instant on-line information access were not even
distant dreams. Yet the man who was later acknowledged as a genius in
communication matters would not have been surprised. He always
maintained that since the invention of the Gutenberg printing press,
human behaviour had changed and in the future would continue to change,
exponentially, to the extent that the cultures of modern societies were
direct conseqences of the myriad media that had infused them.
In other words, we are products of the media that increasingly affect our lives.
moving through these media channels can be good, mediocre or just plain
bad. It can irritate or please its audiences. It can accomplish what
its originators hoped it would do ... or it can fail. Or it can remain
neutrally meaningless, filling a space that results in just more noise
days content is more important than ever. It should inform, elucidate,
educate, reassure and above all ... entertain. It's the biggest and
best chance that an indiviual or company has of engaging with their
audiences and building relationships and trust. The sales process
germinates somewhere within that relationship. Every person or
organisation has a story to tell, which means that they are all capable
of generating relevant and valuable video content.
It's the craft, experience and skill of the communications practitioner to identify and optimise that story, then tell it well.
The way that we communicate is what makes us human: