The Management of Communications by Allan Thain - HTML preview

10.      DEVELOPING TECHNOLOGIES IN COMMUNICATIONS

A communications manager should be aware of developing technologies that can help him communicate better. Look for technologies that can help in:

The production of the tools of communication

The dissemination of the message

Consider these factors:

-    Can this technology help improve the quality of my output?

-    Can it help me reduce costs or staff?

- Can it help me reach more of the people I want more effectively?

-    Can it help in the speed of my communication?

-    Can it give me a competitive advantage?

Keep in touch with developing technologies by:

-    Taking time to meet manufacturers’ representatives

-    Attending product demonstrations

-    Attending trade exhibitions

-    Subscribing to news letters

- Reading trade journals of your industry (i.e. Marketing) and the communication industry (i.e. Communications News)

-    Talking to colleagues in your profession

-    Observing what your competitors and others are doing.

Evaluate new technologies. Ask yourself:

- Can this new technology improve or replace something I am now doing?

- Is it at the practical stage yet – or is it something to watch for in the future?

-    Can it help me:

o  Communicate faster

o  Communicate cheaper

o  Reach a broader audience

o  Get my message across more effectively

-    How much will it cost?

o  Compared to what I am now doing?

o  Are there large initial capital investments involved

If you think a new technology can help – get all the details. Do not be afraid to ask for lots of help. The promoters of new ideas and new products need customers.