Multimedia Elements

        

        

  "Add Multimedia"                                            

  ~ Donna Papacosta, 2014

Papacosta offers basic, yet valuable advice for communicating online.  New technology challenges communication professionals to produce output that meets consumer expectations of conciseness and engagement.  Multimedia options enhance traditional text by providing an element of entertainment and visual appeal connected to the subject of discussion.  Multimedia may be videos produced by experts in a subject area or educators performing studies or research.  Other forms of multimedia include graphics, charts, photos, or other images and may or may not include an audio component.  Often, images used as a logo help develop an online association, or brand, of an organization or product.  Effective communication professional must understand the importance of including multimedia components in their online publications and will select multimedia that will be most appealing to their audience and most effective in relaying their intended message.

Communication professionals must learn the “strengths of each media element” in order to decide which to use and which to leave out (Kolodzy, 2013, p. 131).  Journalists can build their knowledge of multimedia elements through a combination of continued education and experience.  Reid (2012) states, “it’s nearly impossible to tell what the next big thing will be, so we have an obligation to sample everything that comes down the pike” (para. 7).  As with traditional communication, journalists must evaluate the effectiveness of their output and respond appropriately to audience feedback.  Additionally, contemporary communicators must be cognizant of audience expectation for information to be concise.  As a result, communicators need to evaluate whether to include long running videos, soundbite clips, or even still photos as part of their communication output. 

Click here to read more advice from Donna Papacosta.

Sources:

Kolodzy, J. (2013). Practicing Convergence Journalism. New York: Routledge.

Multimedia Image. (2012, September 8). Retrieved from Art Tech Law: http://arttechlaw.com/what-is-digital-media

Papacosta, D. (2014, August 15). Advice for New Bloggers. Retrieved from International Association for Business Communicators: http://cw.iabc.com/2014/08/15/advice-new-bloggers/

           

Reid, B. (2012, May 4). The 10 Skills Modern Communicators Have (Or Need to Get). Retrieved from WCG World: http://blog.wcgworld.com/2012/05/the-10-skills-modern-communicators-have-or-need-to-get