Communications is both simpler and more complex.

Producing communications projects is increasingly becoming both simpler and more complex. It is far simpler in that the functionality in the tools needed to create effective communications have blurred. For example, if you want to create a dynamic, interactive element, Macromedia Flash is an obvious choice but this tool requires considerable effort to develop expertise. Most administrative assistants will be tempted to point out that, on the surface, Microsoft’s PowerPoint can create some of the same elements. The project’s production appears simpler in that the functionality is available on any computer using Microsoft Office.

In fact there are very legitimate, and technical, reasons for using a tool like Flash. Understanding these issues and mastering these alternate digital tools is essential. Going forward we will discuss specific projects, the tools capable of creating these projects, and the relative strengths of each.

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