In this day and age of e-everything, you may be tempted to toss your wellness communication print efforts in the recycle bin. However, focusing only on electronic media may not be healthy for your wellness program.
Print is not dead. Print and electronic media efforts can – and should – coexist. The two can work together to help enhance the reach and effectiveness of each other. Direct mail, posters, newsletters, calendars, and brochures can lead people to Websites, videos, and social media sites — and vice versa.
How much you focus on which efforts may depend on a few factors:
- The age of your employees: Younger employees will typically be more comfortable with electronic communication versus older employees who have used printed communication most of their work life.
- Where and how your employees work: If employees have access to and use computers during their workdays, they may be more likely to look at electronic communications. If employees do not work at computers, they may be more likely to look at printed communications in break rooms, hallways, etc.
David Johnson, a journalism professor at the American University School of Communication, may have summed up the print vs. electronic debate best when he wrote: “The smart answer isn’t putting digital or print first, but to put design and usability first, using each product for what they do best and let them do it together.”
What mix of media is right for your company? Use the free Hope Health Media Planning Tool to find out. Answer a few questions, and the tool will show you a pie chart, suggesting an estimate of how you might want to organize your workplace communication between print and electronic media.
