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Triple play: delivering effective & key communication

Students, faculty and staff receive and process information in different ways, leaving messengers with the challenge of uncovering various channels and tapping into those resources to make messages effective. The additional channels offered by technology make such a task even more challenging because more delivery options generally mean niche specialization and less penetration, leading to diluting and splintering of message content.The bottom line: people are becoming even more difficult to reach because of the seemingly endless number of messages bombarding them. And when those messages are difficult to understand (like many technology messages are), they generally are discarded in spite of potential importance or relevance.At the University of Missouri-Columbia, Information & Access Technology Services has developed an integrated approach to communicating with its various publics. The strategy is grounded in sending the same message to the same audience using different delivery models. Triangulation of messages to faculty, staff and students at MU has been successful in raising awareness, communicating news, advertising new services and getting action. The key is consistency and persistence in editorial and promotional approaches, tapping known, reliable channels and developing new ways to reach targeted publics.