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Applying a cross-media strategy: How to match diverse information needs with user communication preferences

Author

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  • Lehné, Margarete
  • Rümmele, Klaus

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.

Suggested Citation

  • Lehné, Margarete & Rümmele, Klaus, 2016. "Applying a cross-media strategy: How to match diverse information needs with user communication preferences," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 1(3), pages 249-260, December.
    • Handle: RePEc:aza:jeam00:y:2016:v:1:i:3:p:249-260
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    More about this item

    Keywords

    cross-media; science communication; guidelines; typology; content planning;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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