In On Message, Theo Theobald outlines a new strategy for communicating online. As more people rely on the Internet for news and information, communicators can reach larger, more diverse, and more active audiences than ever before. While this has leveled the playing field and provided new opportunities for many people, the new challenge is crafting messages that will be heard over the multitude of messages online. To reach an audience in this crowded arena, Theobald endorses a strategy of crafting consistent, engaging, and substantive messages that respond directly to an audience’s specific desires and needs.
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