On the defensive

How to leverage new channels of communication to deliver your message and educate the public

 
Online magazines and blogs, up until recently thought of as second rate, are now becoming critical reading matter for all of our audiences. And thanks to the vast proliferation of blogs, Wikis and YouTube, everyone can now become an instant news crew. That is why success in our profession today depends upon our ability to keep up with – and even stay a step ahead of – a growing cadre of tech-savvy journalists/bloggers. We have to know not only what they want, but how and when they want it delivered to them. Thus, it is increasingly crucial for today’s communicators to focus upon these newer channels of communications, and think about how best to leverage them for the good of our companies.

David J. Albritton

David J. Albritton is vice president of communications for ITT Defence Electronics & Services. Prior to joining ITT, Albritton was director of media relations at Raytheon Company. He has also held senior public relations positions with Hewlett-Packard Company, Compaq Computer Corporation and Sears, Roebuck and Co. He holds a bachelor degree in general engineering from the US Naval Academy in Annapolis, MD, as well as a master's in management.