The principles of multimedia communications are the same as for public relations in general: Use a story to deliver a message to an audience. The story and audience should dictate the medium, not the other way around. Below is a list of the types of stories regularly covered by university communicators, along with examples and some guidance about what medium (or media) might enhance those stories:

• Expert comments
  
• Notable talks
  
• Artistic performances
  
• Data trends
  
• Scientific experiments
  

Expert Comments Text is great for communicating expert commentary, but it's even more powerful if you can see and hear an engaging or passionate faculty member making the comments in a web video. Example: John Hope Franklin on Historic 2008 Election

Notable Talks A lecture, panel discussion or public conversation can have an audience beyond those attending, if it is recorded. While video recordings can be important for some talks, usually audio is sufficient. Many users prefer "audio only" so they can listen while doing something else. Example: Featured Speakers Podcast

Artistic Performances Video is a good medium for capturing visual performances, such as dance. Music, poetry and drama might be better accomplished with audio alone. Example: Learning Latin in the Library

Data Trends Many research stories involve culling data to find patterns and trends. Data visualization tools can help tell these stories. Also, charts and graphics in video interviews can be effective. An interactive blog/quiz/game/survey can be another way to engage an audience. Example: CFO Survey

Scientific Experiments Many scientific findings are best understood through visual demonstrations. Such demonstrations lend themselves to video, a slideshow or an animation. Results heavy on numbers may best be explained with data visualization tools. Example: Cloak of Invisibility

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