Electronic communications adds a powerful new channel that not only will change how you use this mix of options, but it will create entirely new ways to interact. That can result in far more meaningful communications tailored to the nature of your particular audience. In contrast to broadcasting, narrowcasting reflects the ability to develop numerous communications for subsets of your market or constituencies.
Electronic communications is interactive.
It engages audiences in active, two-way communications. That requires a new way of thinking about advertising copy and the handling of public relations. Two-way communication is nothing new. You can hold inexpensive video conferences or press conferences from your desk, or conference with people at several desks located across the world. One of the burgeoning phenomena of the Internet is businesses and organizations sponsoring, supporting and moderating discussion groups about issues, products, strategies - anything of interest to the organization and its constituents.