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.