The cost of reaching new customers, training and informing employees and just "getting the word out" goes up daily. So choosing the right vehicle for your message is the first step in any communications process.

Today, there's a vast array of communications tools to choose from: audio cassettes, multi-media computer programs, film, video, CD-ROM, even printed matter! Each has strengths and weaknesses which must be considered when making a selection. It's a complex subject, best discussed with a professional producer before a decision is made. Here are just a few factors to consider: Flip charts and 35mm slides are often adequate for internal presentations where all that's required is to keep an audience focused on the main topic during a live presentation.

Computer-generated multi-media presentations displayed on a laptop computer can be used for presenting a sales message to small groups. The same information can be displayed for larger groups using electronic overhead imaging devices.

Film and videotape audiences are generally passive. There's no means of reinforcing information or assessing whether the message is getting through until after the show is finished. Thus, these mediums are not suitable for presenting complex procedural information. Film and video are excellent when the message is motivational or contains a high emotional content.

Audio cassettes are relatively inexpensive to produce and can be listened to while driving, walking, etc. They're popular for motivation, marketing and reinforcement. Combined with a workbook, an audiocassette can be an effective training tool for the right subject matter.

CD-ROM is excellent when interactivity between medium and audience can enhance learning or maintain interest. Users can select the topic or level of detail they're interested in. As a training tool, CD-ROM offers extreme flexibility, covering a wide range of situations and learner needs. With CD-ROM, learning can be evaluated through interactive testing and the results can be collected for course validation.

Brochures and leave-behind collateral serve as reinforcers and reminders, keeping the message alive long after the presentation is forgotten.