Supporting Existing Communications Products and Services

By Christine Spinder, Zoe House Media
May 2001

In this module, we look at integrating your Web site with existing communication tools to:

• extend the use of existing communication material;
• reinforce messages;
• reach new audiences; and
• build supporting relationships with like-minded organizations online, sharing audiences, resources and products.

Too often, Web sites are produced and maintained separately from an organization's existing programs and communication activities. When visitors come to the Web site, there is often no reinforcement of the overall mandate, goals or messages, leaving visitors wondering about conflicting messages and lack of consistency.

You can integrate the existing communications strategy by supporting its production, publication and cross-promotion with your Web site. The impact of repeating the look, colours, tone, messages, structure and activities on your Web site can be massive or, better said, the impact of not repeating it can be disastrous.

Careful planning is needed to adapt print and other media to the Internet. Consider length of text and its editorial structure, image and media file sizes, and copyright.

To integrate your Web site with existing communications products, services and strategy, take a full inventory:

• newsletters;
• radio and newspaper public service announcements or advertising;
• flyers;
• media coverage;
• theatre; and
• workshops and education sessions.

All are sources of content for your Web site. You can use your Web site to extend the life and reach of the messages and materials that you are already producing. Internet tools like e-mail newsletters or listservs create new gateways for more audiences to explore your messages.

Sometimes it can be challenging to get other staff to contribute this material, or have leaders prioritize the Internet as a way of reaching your audiences. But if you build it, and create the expectation in audiences to access your organization online, your colleagues will hear soon enough, and want to have their projects represented.

SD Case Study

Slice: Integrating Online and Offline Content
An urban street youth literacy organization, Slice, was worried that they would not be able to produce enough content for a Web site, and that it would drain already short staff and volunteer time. However, they soon found that Web promotion of their print magazine brought great rewards.