The Medium Is the Message: Consistent Messaging Across Media Platforms

In the past 15 years, the Internet and social media have opened up a multitude of new ways for fisheries agencies and non-profit organizations to present themselves, interact with the public, and distribute news and information. One challenge of this bounty of new media is maintaining messaging and branding consistency across platforms as disparate as print publications, web sites, email newsletters, and social media sites such as Twitter. Organizations must tailor their messages to fit the culture and audience for each particular platform while not losing sight of their key messaging objectives. Techniques for maintaining consistency include refining key messages through message mapping exercises, conducting a communications audit to assess the use and effectiveness of various channels, and evaluating the reach, engagement, and response to various forms of messages. Consistent use of images, hashtags, and social media channels also helps build audience recognition and loyalty. Using these practices and a coordinated team approach, with clear guidelines and policies in place, organizations can avoid “social media sprawl” and more effectively and efficiently communicate with stakeholders.