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Applying a cross-media strategy: How to match diverse information needs with user communication preferences
Journal of Education Advancement & Marketing,
1
(3),
249-260
(2016)
Abstract
Communication professionals are confronted with two phenomena: on the one hand the fragmentation of the public into several target or interaction groups, on the other hand the increasing use of new devices. Cross-media can help communication professionals cope with both trends. Applying cross-media helps communication professionals meet diverse information needs and communication preferences — particularly by providing alternative ways to access a given topic and allowing users to choose their own navigation paths. With a considerable part of its audience being rather young and using media in a highly flexible manner, this is particularly the case for institutional science communication. Discussing general aspects and examples, the paper develops guidelines for cross-media productions.
Keywords: cross-media; science communication; guidelines; typology; content planning
The full article is available to subscribers to the journal.
Author's Biography
Margarete Lehné is a press officer at Karlsruhe Institute of Technology (KIT) in Germany. She studied German and English language as well as American literature at Saarland University and the University of Glasgow. Her first position was as an editor at a publishing house specialising in educational literature. She then did a two-year internship at KIT’s public relations and marketing department (PKM), followed by a three-year period as editor of KIT’s online magazine for students. Margarete has been a press officer at KIT since 2010. Among her current responsibilities are media relations in general as well as the coordination of media campaigns.
Klaus Rümmele studied German and English language and literature and political science at the University of Freiburg and the University of Ulster at Coleraine. He did his PhD at Karlsruhe Institute of Technology (KIT), where he is in charge of the cross-media and marketing section in the public relations and marketing (PKM) department. In 2014, Klaus wrote about ‘Student generated content in science communication’, published in the Proceedings of the 13th International Public Communication of Science and Technology Conference.
