Being “on message”

If you’re a communications or web person at a university and you’re only going to read one article this month, even this year, …read Fear and Loathing in Web 2.0 by Andrea Jarell.

It’s in the September issue of Currents Magazine.

A quote from Andrew Careaga is in the article:

“letting go of control or the illusion of control is something educational institutions in general haven’t quite got a handle on yet. We’re in the throes of some heavy-duty cognitive dissonance here. How can we embrace the integrated marketing idea of consistent messaging while also embracing the dis-intermediated conversations of the blogo­sphere? It’s a conundrum.”

Another great tidbit:

“worrying about being “on message” is of no consequence if nobody is actually reading the message.”

Thanks go to Karine from CollegeWebEditor for getting early web access to the article.