If there was one take-away message from a "lunch and learn" session titled “2010 Planning Tips for Government Communicators,” sponsored by Vocus and Capitol Communicator at the National Press Club, it was you have to think about how new media impacts your communications plans, programs and daily activities.
Moderated by Matt Melnick, vice president of Vocus, panelists included Chris Battle, Homeland Security Strategic Communications, Adfero Group; Garrison Courtney, managing partner, Capitol Pro Solutions; Marc Raimondi
director of communications in Washington, DC, for Harris Corporation; and John S. Verrico, science and technology spokesman, Department of Homeland Security.
While it was noted that many people in government do not consider new media to really be part of "the media" – in fact, some government communicators can not get access to social media platforms in their offices - the reality, said one panelist, was that, in more than one way, “social media will change your life.” Along these lines, it was noted that “reporters will always go online before interviews” to check out who they are dealing with. Equally, one speaker suggested asking reporters what blogs they read, so you, too, can follow the same blogs that reporters follow.
Given the on-going and constant changes in the media, one theme that developed during the panel discussion was that you have to remain flexible. Said one panel member, “one blog can change your focus” and you have to be flexible to handle these challenges, which occur on a daily basis.
One way of dealing with today’s realities, said a number of panelists, is to network, which was described at “incredibly important” because it allows the media to reach the point where they want to call you, rather than have to call you.
The bottom-line consensus was that, like it or not, you can’t do your job in 2010 without including new media.