Distribution Channels - How technology has changed the work of communicators and influenced the training they need

The communicators have a wide variety of distribution channels made available to them by the modern day technology. The audience in this regard can be divided into two separate distinct groups; the traditionalists and the millennial's.  The traditionalists are people who rely on print media for their information needs like newspapers, magazines or through cable TV. The millennial's on the other hand rely on social media platforms, like Facebook, Twitter, YouTube, blogs etc. and other blogging platforms.

This divide, created by modern day technology, forces the communicators to become more tech savvy and harness the power of these platforms, to increase their reach. This issue creates the need for the communicators to learn and develop sound understanding of how each of these platform operates. Furthermore, the communicators need to learn and alter, their presentation of information, to better suit each of these platforms. Each social media and news distribution platform has its strengths and weaknesses. The content presented by the communicators, needs to be aligned, with the strengths of each platform. The content should be composed differently for platforms, like newspapers, cable/live news tv channels, which are mainly used by traditionalists and different for the platforms, like Reddit, Twitter, Facebook, blogging websites, YouTube, which millennial's prefer.

The differences, strengths and weaknesses of various distribution channels for information are highlighted in a blog post by Debora Santos on “Hotmart/BLOG”. Moreover, another article on Chron explains communication channels within organizations, by Oneil Williams.