Sherman Consulting: What Are You Communicating?

Are you telling people what you want them to know about your work?

Marketing is a long-established discipline in both not-for-profit and commercial arts efforts. In the not-for-profit realm, development & fundraising have long been recognized as essential. Education efforts have grown in response both to need and funding potential. But communications remains an amorphous discipline. From one company to the next, it might mean press & media relations, community relations, social media management, publications – or several, or none, of the above.

The communications universe has exploded over the past 20 years with the widespread adoption of internet use, and it has accelerated in the past 7 years with the rise and ongoing expansion of social media. Yet many companies have failed to examine their initiatives and structures in regard to communications. Leadership may not understand the newest tools and the enormous potential. Staffing may not be structured or hired in order to capitalize on the new paradigm. Messaging is being disseminated from multiple departments without coordination.

With three decades of experience in classic press agenting, advertising and graphics, organizational leadership, and a reputation for effective utilization of emerging platforms and technology, my consulting work focuses on how to best reach audiences and donors with your messages, beyond simply supporting a ticket selling effort or waging a defined fundraising initiative. We are only at the start of an era in which organizations must become their own broadcasters, sending out clear messages about their work using both the mass media and internally created media that’s distributed at minimal cost direct to your multiple constituencies – but with maximum creativity and resonance. At the same time, we haven’t yet reached the point at which traditional printed materials can be abandoned. And companies have to be prepared for and responsive to incoming communications as well, like never before.

Are you taking advantage of all that’s available? Have you done a complete audit of your organization’s communications strategy? Contact me to discuss how my independent perspective can analyze and develop your communications for the twenty-first century, serving your marketing, development, educational, publicity and artistic needs and insuring that your company, even as it speaks with many voices, is telling a consistent and effective story about who you are, what you do and who you seek to serve.

 

Recent projects include work with:

ENSEMBLE STUDIO THEATRE, New York, NY

CENTERSTAGE, Baltimore MD

TWO RIVER THEATER COMPANY, Red Bank NJ

THE OFF-BROADWAY LEAGUE/THEATER DEVELOPMENT FUND, New York NY (subcontracted through Siegelvision)

THEATRE FOR ONE, New York NY

GOODSPEED MUSICALS, East Haddam CT

ALPHA VETERANS DISABILITY ADVOCATES, Shelton CT

 

Past work includes projects for:

AMERICAN BALLET THEATER, New York NY

AMERICAN FESTIVAL THEATER, Stratford CT

INTIMAN THEATRE, Seattle WA

LEAGUE OF RESIDENT THEATERS, New York NY

McCARTER THEATER, Princeton NJ

THEATER COMMUNICATIONS GROUP, New York NY

 


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