“57. Smart companies will get out of the way and help the inevitable to happen sooner.” That’s thesis number 57 from the Cluetrain Manifesto. Orchestras, just like hundreds of other commercial and non-profit organizations around the country, have been generally slow or reluctant to adapt to the changing media landscape. New media is not a fad anymore and although Web sites such as Facebook and Myspace are likely to fade away when something newer and flashier comes along, the changes in communication are here to stay. So what’s an orchestra to do? In the following series of posts, I...
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Dutch native Marc van Bree is a well-rounded marketing communications professional with more than 7 years of experience strategically communicatingon and offlinein a rapidly changing media environment.