Media that “resonates” attracts and engages audiences. This is particularly important in public affairs. There are countless examples. Recently, the #Kody2012 campaign serves as a macro scale example, and #BeAnOrganDonor on the comparatively micro scale.

In today’s Conference Saturday, Age of Persuasion co-creator and then-writer Mike Tennant¬†examines the role of creative in the modern age of media and how content creators can use creativity to build audiences. His thoughts are very relevant in digital public affairs.

By the way, PAB2012 (this year’s edition of the conference from which Mike’s talk is taken) is taking place June 8-10, 2012 at the National Arts Centre in Ottawa. Register here.