Think Media, Not Medium

HeadphonesI just downloaded the audiobook version of Mitch Joel‘s book “Six Pixels of Separation: Everyone Is Connected. Connect Your Business to Everyone.

I bought the hard copy of the book two months ago when it was first released. So why get the audio version too?

Books just don’t work for me any more.

I love books. I have a stack of books in my office and a full bookcase in my home office. I love being able to hold, see, wave-around and annotate the hard copy of something as I consume it. However, I’ve had this book for two months now and am only half-way through.

On the flip side, as I make a concerted effort to live up to my commitment to myself to get back into running I’m finding myself consuming more and more audio content via my iPod Nano.

On the way home from work yesterday, I got through more of the audiobook than I’d consumed in the last two weeks via the hard copy, despite being on vacation.

Communicators: Think beyond one medium

It’s all too easy for us to think in terms of individual communications channels. PR folks do their thing; advertising folks do their thing; maybe the social media folks do theirs too.

That kind of thinking isn’t as effective nowadays, where people are used to consuming information in the way that they want. A ‘book’ doesn’t work for me, but the same content in a different medium is perfect.

As communicators, I think we need to move towards what I think of as a medium-agnostic approach to communications. Part of that is reaching your target audience wherever they inhabit, so each person can consume information in the way in which they choose. So think – are you re-purposing your content wherever you can?

It’s all about making your customers’ lives easier. How are you achieving that?

Image source:, via d-s-n

Dave Fleet
Managing Director and Head of Global Digital Crisis at Edelman. Husband and dad of two. Cycling nut; bookworm; videogamer; Britnadian. Opinions are mine, not my employer's.