Discussion questions week 3: #3 Concept Review

The concept I found most stimulating in this week's reading was the section on mastering communication technology, found in the group communications text on pages 69-73. As a public relations major I find a balanced skill set in communicating through different channels is extremely important. The success of companies which make themselves easily available through the internet is astounding, although it's easy to get lost in all of the different communications channels found within the internet alone. The text outlines two areas which challenges are generated from, the first is the ability to understand technology as it continually changes and generates new innovative techniques within your field or organization. The second challenge stems from learning to use any available technology efficiently in order to bolster your communication skills. Today these two challenges are in the form of learning to use services like twitter, facebook, google advertising, and blogging effectively. Although these services are on the forefront of technology right now, we must be vigilant in finding and learning to use the next technological breakthrough effectively.