Newspapers, magazines, radio, and television (once the Big Four) are sharing information with a host of rapidly developing electronic media. This is good news for your organization – you have new and different ways to reach your customers that are more effective than ever.

Here are some tips you should know so this full-steam-ahead engine doesn’t pass you by.

1. Know your customers and their informational needs. Some brainstorming and a little research will help you with this important step. You are in the position of being able to inform and guide people with your knowledge.

2. Develop your strategy. Determine the message you want to give and how it will impact your customers and your sales.

3. Craft your message with creativity. Use content marketing methods to add value and relate to your customers’ needs and lifestyles. You will establish credibility and build relationships.

4. Make sure your media player can be embedded, whether it’s audio or video, a Webcast or PowerPoint images. This ensures that your message travels across cyberspace. And don’t forget mobile devices and how to access them.

5. Provide a way for your customers to talk to YOU – for feedback, comments, questions – then use that information to improve your message or your service.

6. Make available both short and long forms of your information. Summarize for those customers who only want to skim the surface and provide a way to skip to their particular topic of interest.

7. Strive to be interesting and to add value. This takes only some research and thought. When you’re an authority on the service you offer, it’s not hard to know how to advise and help people.

8. Know how your new media tools blend with your existing ones, such as e-mail, brochures, news feeds, and even business cards. They should complement one another.

Marlene Taylor, who lives in Knoxville, Tenn., is a business writer and a regular editorial contributor to Hook PR Group.