Larry D. Lauer

Much of my recent work has been around the theme: “How media revolutions change everything!” I have been revisiting Marshall McLuhan’s assertion that “the medium is the message,” the idea that the appearance of a new dominant medium changes how everything functions in significant ways.

The implication here is that this ability of a dominant medium to force dramatic psychic and social changes is a more powerful message than its’ content. My experience suggests that this is initially true. But I also think that eventually the status of that medium’s content can also become a real matter of concern.

In today’s digital world the issue now is how to deal with an overwhelming hourly stream of fragmented information which produces clutter and confusion with little or no context for understanding.

For example, in my industry of higher education, a major transition is underway driven by government cut-backs and complicated by the economic forces of globalization. 24/7 media report “breaking news”headlines of student loan problems, rapidly increasing tuition and fees, sexual misconduct, executive salaries, and much more. But there is little or no context for understanding the complexity of the problems and the efforts being made to solve them.

The truth is… finding ways to provide context in today’s digital world will have to fall to those in strategic communication and institutional marketing. While these professionals use the same digital media tools, they can use a variety of them simultaneously… including more content-friendly publications and magazines, executive speeches, and face-to-face meetings and events. Media campaigns can be developed that identify priority issues, and then use broader briefing points and  multiple media platforms. The reality is that if strategic communicators don’t make this happen, who will?

The Council for the Advancement and Support of Education (CASE) is holding its’ Annual Summit for Leaders in Advancement in New York.  CASE is the largest institution-based education association in the world. The basic purpose of the Summit is to focus on the content issues that all professionals advancing institutions should be addressing with their constituents.

The bottom line is that media revolutions do change people and institutions. As for education, the coming sea-change is a game-changer, and everyone in advancement must take responsibility to make sure their institution is prepared. Now is the time to add context and content.