By Steve Adubato, PhD

In the complex Internet-dominated world of instant communication, getting your message out and having it really connect is more challenging than ever. We are bombarded with information and communication that we don’t need or want.

If your message is powerful and your information relevant, you still must communicate on many levels. If you are creative, imaginative and think about “multiple uses” of information on different platforms, you can develop an effective marketing and communications game plan.

Forget about big “media buys” or massive “advertising campaigns.” What small or mid-size business can afford them? Let’s talk about using existing technology to “connect the dots.” Here are some examples:

Use Customized Video Content—Place dynamic, engaging video content on your organization’s web site, including media interviews with your president or CEO, key employees and other important stakeholders. Use your organization’s logo, as well as the logos of the media organization involved to add credibility to these clips.

Create an “In-House” Production Team—It is key that you create an “in-house” production team comprised of a few individuals who will be responsible for creating “video blogs” (all you need is a high-end camcorder) of your president, CEO or other leaders within the organization. Create a list of relevant industry-related topics and then select key people in your organization to talk about them. Instead of reading or memorizing a “script,” these video blogs should be done in a conversational, engaging style which will produce the best results.

Promote Industry Honors and Recognition—Make the most of any honors your organization and its people have received. Work with your in-house production team to maximize the exposure of these accomplishments. Proactively pursue media organizations to publicize these honors. Once again, these types of feature stories—be they print, TV, radio or Web-based—will then be incorporated and integrated into your organization’s Web site.

Getting the Word Out Electronically—If your organization does not have one already, develop a comprehensive e-marketing plan. The first step is identifying how many valuable e-mail addresses you currently have in your database and exactly who these “stakeholders” are. Then, build up the e-database to include additional stakeholders and customers. Once this is done, you can proactively send out an “In case you missed it…” or “Thought you might like to know…” e-mail to drive people to your organization’s web site. E-communication can be assertive without turning into “spam.”

So What People Thinking Are?—Once you have a solid e-database in place (once this is done, it is an ongoing process), send out quarterly electronic surveys seeking the input from your clients and other key stakeholders. Depending upon the products or services your organization provides, this survey can include questions and issues your clients care about. You can also ask for feedback on your organization’s performance in a particular area.

Randy Pausch Update: Dr. Randy Pausch was 47 when he died last week of complications due to pancreatic cancer. Many will remember Randy as the powerful and dynamic professor/communicator who connected with millions through his “Last Lecture” delivered in September 2007 after he learned he only had a few months to live. Randy’s lecture caught Oprah’s attention and she featured him and he turned the lecture into a best-selling book.

Randy Pausch leaves behind three small children, ages 6, 3 and 2; yet, his message of living his life the fullest and that “complaining is not an option” resonated with many. His most memorable lesson from this most famous lecture was that “We cannot change the cards we are dealt, just how we play the hand.” Randy was so right. Randy Pausch proved in dramatic fashion how ones effort to communicate can influence and potentially change the lives of millions in a very positive way. Randy was an inspiring leader. For more information log on to www.thelastlecture.com