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Media & Communications Corner: Channel the Information Deluge into Knowledge You Can Use

By Nicholas Gaffney

Feel like you're drowning in a flood of information? Join the club. More than ever before, we're incessantly being showered with information. It flows through our personal and professional lives, threatening to overwhelm our ability to access and evaluate. And it seems to be getting worse. In fact, there are entire companies and organizations whose sole mission is helping people keep their information organized and actionable.

Communications professionals are adding to this relentless torrent as they constantly put out messages about their firm, attorneys, and subjects their clients care about through stories, press releases, alerts, blogs, and tweets. Take press releases. They're a valuable source of information, and they can help you keep abreast of your competition, stay on top of industry news and spot trends that you can leverage to create your own buzz. But with so many swirling through cyberspace, how do you efficiently snare the valuable material? Fortunately, we can tap the same tools and skills we use to promote ideas to transform the glut of information into valuable, actionable knowledge and perhaps even competitive intelligence with only a modest investment of time or capital.

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