360 Live Media
360 Live Media is an event strategy and digital marketing agency in Washington, D.C. serving association, professional society, and not-for-profit conferences.
The Medium is the Message

The Medium is the Message

Today, we are all in the media business. We post, tweet, link, like, share and communicate as once only a large media enterprise such as News Corp or CBS could.


Media is the plural form of medium. And media is essentially a medium of conveyance: conveying news, information, ideas, entertainment, opinions and value propositions.


Fifty years ago, a prescient Canadian educator, philosopher and scholar named Marshall McLuhan co-authored a book titled The Medium is the Message. It’s unlikely he could have imagined the media-saturated world we live in today and how each one of us would be walking media channels.


According to a summary of the book in Wikipedia, “‘The medium is the message’ means that the form of a medium embeds itself in any message it would transmit or convey, creating a symbiotic relationship by which the medium influences how the message is perceived.”


“The medium is the message because it is the medium that shapes and controls the scale and form of human association and action,” writes McLuhan.


For those of you who have an event, conference or trade show, your event is your medium. The event can’t be separated from who you are as an organization.


Your event is your collective experience, and it is your message, your brand and how you are thought of by your members.


According to a Community Brands study, a slim majority (only 55%) of association members surveyed felt a connection with their professional organization. This is an alarming fact given that an association brand relationship is dependent upon a deep level of engagement and connection.


The most effective way to make a connection is to deliver your message through your most important medium (your event) to deliver a richer and more engaging, authentic and experiential platform, and less of an annual gathering of the faithful.


There is no better time than now to adopt the adage that “if you change the way you look at things, the things you look at change.”


Look at your event as an opportunity to change hearts and minds, influence behavior and build deep meaningful connections with your members. They are ready, and they are waiting for you.