By Steve Reside

Any organization with a need to reach beyond its borders can learn valuable lessons from the National Art Center’s New Media Group.

Steve_Maurizio.jpgFive years ago the NAC revised its corporate mandate to include a stronger commitment to national education and outreach. Maurizio Ortolani, the NAC’s New Media Producer, and his talented team were quick to understand that podcasting offered opportunities.

The NAC’s streaming audio efforts now include five regular podcasts (both English and French) including Explore the Symphony, Hinterviews with Peter Hinton, and its flagship podcast, NACOcast with Christopher Millard — which explores the world of orchestral music and its great composers.

I had the good fortune to be in attendance at the recent season kick-off of the Ottawa Podcast and New Media Meetup Group, hosted by podcasting visionary Mark Blevis.  Maurizio was guest speaker at the event and discussed the NAC’s use of podcasting and other new media to reach its target audience from coast-to-coast-to-coast.

During his talk Maurizio detailed the NAC’s national mandate, the challenges that it poses, and how new media is playing a central role in helping the NAC to achieve it. If you have a need to expand your communications reach and promote your organization, you would do well to listen to Maurizio’s story on Mark Blevis’ Sound Connections Podcast.

Maurizio and his team continue to look for ways to leverage new and emerging media technologies. They are, for example, recognized along with the Manhattan School of Music, New World Symphony, and North Western University, as a world leader in the use of video broadcasting over broadband networks for distance education. Additionally, market2world communications has recently completed some work with Maurizio to help determine how the NAC might better leverage other social media technologies to more fully meet its national mandate.

(Steve Reside is Vice President and Creative Director of market2world communications inc., Canada's tech PR and product launch agency.)

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