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Applying a cross-media strategy: How to match diverse information needs with user communication preferences


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Communication professionals are confronted with two phenomena: on the one hand the fragmentation of the public into several target or interaction groups, on the other hand the increasing use of new devices. Cross-media can help communication professionals cope with both trends. Applying cross-media helps communication professionals meet diverse information needs and communication preferences — particularly by providing alternative ways to access a given topic and allowing users to choose their own navigation paths. With a considerable part of its audience being rather young and using media in a highly flexible manner, this is particularly the case for institutional science communication. Discussing general aspects and examples, the paper develops guidelines for cross-media productions.

Keywords: content planning; cross-media; guidelines; science communication; typology

Document Type: Research Article

Publication date: December 1, 2016

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  • Journal of Education Advancement & Marketing is the major new professional journal publishing in-depth, peer-reviewed articles and case studies on advancement, development, alumni relations, fundraising, marketing and communications for educational institutions. Content will be written by and for professionals in the field with no advertising or sales pitches.

    Each quarterly 100-page issue – published both in print and online – will feature detailed, practical articles which showcase the latest thought leadership in how to identify, build and steward life-long relationships with alumni, businesses and other donors, along with actionable advice and ‘lessons learned’ on advancement, development, marketing and communications strategy for educational institutions. It will not publish advertising but rather detailed analysis of new thinking and practice at a wide range of universities, colleges and schools worldwide for readers to benchmark their organization against, with every article being peer-reviewed by an expert Editorial Board to ensure that it focuses on the advancement professional’s perspective, the challenges they face and how they can tackle them.

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