It's amazing to me that some professional businesses don't take full advantage of modern electronic communications to strategically share their messages as effectively and economically as possible. Some overdo it - spammers and telemarketers almost completely miss the mark on effectiveness, though there is obviously a certain return on the quantity of outreach or they wouldn't keep doing it. Most companies, however, are skittish about using new technologies to both spread their messages and customize them in ways never before possible. We're not talking about spyware or privacy invasions! Just think about communications like you think about holiday greetings - customized to a certain extent and sensitive enough to fit a wide diversity of recipients, yet sending a uniform and understandable message.

In a very Zen kind of way, businesses should strive for balance in their communications - the right audience, the right message and the right vehicle. The right audience is a customized database of recipients who you want something from (a purchase order, media attention, a meeting arranged, attendance at a special event. . .whatever) or who want something from you (information, new product announcements, retail selections, an invitation to that special event, financial data, etc.). Ideally, this group is specifically selected as ready and able (and hopefully willing) to hear what you have to say. The message that you want to get across is an art unto itself, and depends on a number of complex factors. The main rule -- just keep it simple, give it some personality that reflects your company and brand identity, and make sure that it conveys ONLY what it was intended to (test it out and/or use outside communications experts to help you - it's tougher than you might think). The right vehicle is the reason why you're reading this - as electronic vehicles are often the most cost efficient, results-oriented and, if messaged and created right, effective means of communications we have available today. You can use graphics, text effects and a number of other enhancements to frame and present your business messages like never before. And, with the majority of the business public utilizing e-mail as their primary form of communication, you have a much better chance of your message being "heard" by the direct recipient, instead of having it tossed away or filtered out before it gets to its intended destination.

From employee newsletters to e-tailing, business-to-business outreach to public or media relations, I am a strong believer in strategically combining those three key elements -- the right audience, the right message and the right vehicle -- to build stronger business results. Evolution is your friend - we've come a long way baby!