Good Communications = Content + Channel + (Conversation, ideally).
You have to have both the message/big ideas and the right communications channels for your communications to work. Great ideas or content without the proper communications channels won’t travel far beyond your desk. Lots of communications channels without real content is just annoying or meaningless noise.
But I don’t think that means that you should always start with the content. If you want to experiment with a new communications channel, like Pinterest, then you should learn all you can about what works there, and use that to guide your content creation. Of course, that content should still be relevant to your programs, services, or campaigns, but you might stretch your creativity a little bit — like taking photos of things you hadn’t previously considered to optimize your messaging for Pinterest.
What do you usually start with, your content or your channels? When have you tried the reverse, and how did it go? Share in the comments.