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Well done the Creation Trust based in Aylesbury for their clever use of text messaging ( See Guardian article here ).

One of the big temptations in the communications business is to be drawn to the latest, most shiny toys to get your message across. Yet often the old ways are the best.

In this case the Creation Trust used text messaging to promote their work with great success, a positive result they would not have obtained had they used other channels like Twitter or Pinterest perhaps.

Communication is all about understanding who you are trying to reach. Understanding your publics is not however just about shaping the messages, it’s also about identifying how to reach them. Often the old ways are the best and we can even extend this back to the tools we used before the digital wave broke over the industry. Events, face to face contact, leaflets and media work all still have a role to play. Certainly they may be used alongside digital tools, but it is the focus on the audience driving the mix of channels that is important.

Some of my chums in PR think I’m a dinosaur when I question their automatic focus on digital tools when formulating a communications strategy. It’s not that I am against the new tools we have at our disposal, but that I question whether they are always suitable for the target publics. We have choices and our choices should be based on who we are trying to reach, not what we enjoy or are excited by.

Horses for courses.

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