De-mystifying multimedia.

'Interactive media'; the popularity of this phrase in communication circles seems matched only by its mystique. We know it's being touted as the latest and greatest information technology, but most communication professionals don't quite understand what's encompassed within this umbrella term and how it might apply to their own work.

You'll probably find yourself talking about multimedia in meetings with colleagues from training, information systems, or media production, or being called upon by vendors of hardware and software systems. Before journeying into this foreign territory, here are some basic terms which will help you get by. Along with the definitions, I've provided some hints as to how you might use this technology in public relations and employee communication.

CBT 

This stands for computer-based training, and is a popular term among training professionals. CBT consists of interactive tutorials and simulations containing text and possibly graphics that provide training by means of a mainframe or personal computer. Typically, users are presented with several computer screens of information and are then asked a question; depending on what they type in, they receive customized feedback as to the appropriateness or correctness of their answers. The computer also easily can maintain "response files" that contain the name of the user, the date and time the course was taken, and all of the person's responses and accompanying score. CBT contains both instruction and testing. It's also known as CAI (computer-assisted instruction), CAL (computer-assisted learning), or CBI (computer-based instruction).

If your training department is already doing CBT, you can piggyback your applications for employee or customer information along with their instructional applications. Generally, the same hardware and software they're using can be used for such purposes as:

* general employee orientation.

* a background on the company for use in recruiting or with prospective stakeholders.

* a means to provide information and make choices on employee benefits.

* news stories that can be customized for different audiences.

You can use response files to track how many people read a given story, and to solicit comments on information. Or, take a leaf from the book of the automobile manufacturers who provide diskette-based programs on their various models; users can test-drive various cars, see what they look like in different colors, and even plan how they might finance certain models. You can produce diskettes with digitized full-color graphics and animation, and distribute them for less than a dollar apiece. For example, we produced an interactive program on employee benefits for Marine Midland Bank; users could specify whether they were full- or part-time employees and could look at options that were appropriate to their individual situations. Another system for a company that markets heaters for diesel vehicles helps sales reps cost-justify heaters using individual data a prospect types in: The program displays the appropriate type of heater in a typical installation, and calculates its payback period.

CBT or other interactive information programs are generally created with what are called "authoring systems"; these software tools allow non-programmers to create interactive presentations. Although it takes some skill to design non-linear "branching" programs with many paths for different users, the actual technical part of using the software is not difficult. I've taught many people who knew nothing more than basic word-processing to design and develop simple interactive presentations within a couple of hours.

CD-ROM 

This is an acronym for compact disc-read-only memory, a small optical disc capable of storing and playing back digital data. It is roughly equivalent to about 500 floppy disks in storage capacity. It is used as a huge-capacity disc drive in a computer, and can either be installed directly within a computer or as an external device. The discs themselves look like the compact discs you use for your home stereo system, but most contain data, graphics, and audio. The advantage of CD-ROM is its capacity, which is handy for storing video and audio that take up lots of room. CD ROMs also cannot be modified or accidentally erased by a user. The disadvantage is that CD ROMs have to be pressed by an outside vendor, and this costs several thousand dollars.

There are several multimedia technologies that use CD ROMs. CD-I, or Compact disc-interactive, is a self-contained Nintendo-like device that is attached to a regular TV. With a simple handset, the user can control what happens on the screen; for example, you can search for a topic using a menu, respond to questions, or play a game. This standard has been developed and is being promoted by Phillips and Sony as primarily a consumer and educational device. CD-I players are relatively inexpensive (under U.S. $1,000) and there is already some commercially available software; however, to create a CD-I program involves a high level of authoring skill and a large investment in production hardware and CD-ROM pressing. At this point, it is best suited to mass distribution situations.

CDTV, Commodore Dynamic Total Vision, is a multimedia device incorporating a CD-ROM player and an Amiga computer engine that can display programs on a computer or television monitor, and like CD-I, is controlled by an infrared remote control. DVI, Digital Video Interactive, also stores digitized video and audio on a CD-ROM, digital tape, or large capacity computer hard drive. But unlike CD-I and CDTV, the technology is contained on specialized circuit boards that are inserted into a personal computer. While the playback hardware is more expensive than other CD-ROM systems, it is easier and less expensive to produce DVI programs. The technology is licensed through Intel, and IBM sells it as part of its Ultimedia line of personal computers.

These CD-ROM technologies can be a boon to corporate communication professionals who have masses of data to store and retrieve. Photos, audio clips, news stories and even short video segments can be stored on CD-ROM and accessed instantly. Like CBT, these media provide interactive self-paced information but instead of just showing text and graphics, you can now include full-motion video and audio. You can produce a CD-ROM annual report, full of color photos, dazzling graphics, hundreds of pages of text, and even video interviews with key executives. Or, create a company information kiosk for your lobby which helps visitors find their way around the building, learn about the company's latest products, and take a vicarious tour around the facility.

The same technology that digitizes video and audio so that it can be stored in a computer-accessible format allows you to ship audio-visual data through phone lines or local-area networks. Several companies have set up advanced employee information systems that allow users to call up news stories, training programs, previews of television commercials, interviews with officials, and the latest financial information right on their desktop PCs. IBM, through its DVI technology, and Apple, through its Quick Time format, both support this kind of network-accessible video.

Hypertext/hypermedia

This hypertext/hypermedia is a classification of interactive accessible documents that are stored on a computer. Basically, the producer types in documents through a word processor, and using a hypertext software program, highlights certain words, creates "buttons," and specifies links. When users click on those "hot spots," they are immediately taken to more in-depth or related information. Let's say you were perusing a document on the company's latest pharmaceutical product and wanted to know more about the laser that is used along with that product. You could click on the word "laser" that would appear in a different color or font, or perhaps click on a button that appears on the screen which says "See also: laser." You'd be presented with another window of text information, perhaps supplemented by a graphic. Hypermedia programs consist of networks of related text, graphics, audio files and/or video clips. Of course, you need the extra audio and video playback boards in your computer to access audio-visual data other than text and graphics.

Hypertext documents are being used extensively in product documentation and policies and procedures statements. Unlike bulky manuals, vast quantities of information can be stored compactly, updated almost instantly by merely sending out another diskette or updating the networked files, and can be instantly accessible. Think of a hypertext annual report, in which readers could access more information on a new product, a certain figure in the financial report, or retrieve the definition of a word they didn't understand. Users can print out their own versions of manuals or documents if they need a hard copy. A recent project of ours for a utility company involved putting their first-step grievance procedure into a hypertext form so that supervisors facing a potential grievance could call up the latest advice and regulations available on the topic. The program also contains a blank form that they can fill out right on their computers, while having access to a model form to use as a guide.

If you can create a word-processed document and can think of the various background information, search strategies, and related data that users might wish to access, you can create a hypertext document. Hypertext software costs only a few hundred dollars, and many systems don't require that the end-user have a copy of the software to "read" the document.

IVD 

Interactive videos are analog optical discs that look like larger versions of CDs. This technology has been widely available since 1980, and is still the standard for "interactive video" until some of the CD-ROM technologies become less expensive. Videodiscs are capable of storing and playing back 54,000 still frames or 30 minutes of motion video and two channels of audio per side. They are played back on a videodisc player that can be controlled by a remote control or hooked up to an external computer. Like CD-ROMS, they cannot be altered or accidentally erased by end-users, and they must be pressed (at the cost of about U.S. $1,200 for the master and about U.S. $25 per copy) by a disc pressing plant. To create a videodisc, you first create a videotape that contains all the segments of video and audio you wish to use; you then send it to a vendor who makes a master from which numerous copies can be made, or alternatively, a supplier which creates single copies of discs for about U.S. $300 each. If you want to show videodisc images on the same screen as computer text, you need a board in the computer that transforms the disc's analog signals into digital signals. Otherwise, you can use one screen for the video and audio, and another screen for computer-generated text and graphics.

If your training department has used interactive video, or if your marketing department has created kiosks for retail or trade show use, you can capitalize on their skills and investment in the technology. Although videodiscs are somewhat clumsier to use than CD-ROMs, the technology is still extremely useful for providing customized video presentations. Work stations or kiosks can be placed in employee meeting rooms, lobbies, or cafeterias to provide news and information that can be selected by topic, or customized for a particular audience group, such as different types of work assignments or different languages. We helped Amway design an interactive videodisc kiosk for their internal trade show attended by their distributors; this game-like program quizzed users on product knowledge, and printed out their scores and certificates that could be used to enter a drawing for a prize. Another client in Mexico is producing a videokiosk for a cement company to be used in the lobby of a convention center; users can access information according to their questions about the company from the perspective of a potential investor, employee, supplier or customer.

Interactive presentation systems

These hardware/software systems add audiovisual support to a live speaker or trainer. Instead of a stack of transparencies, several carousel trays of slides, and a printed survey, a speaker can simply use an "electronic slide show" displayed and controlled by a personal computer. There are many computer graphics systems that create attractive word slides, graphs, and diagrams; these images can be displayed on a monitor, via a video projector, or by means of an Liquid Crystal Display (LCD) panel placed on an overhead projector. Numerous presentations can be stored on one diskette, and they can be instantly updated and re-arranged. Now that laptop computers are coming down in size and price, they have become versatile and portable speaker support devices.

Many presentation support systems encourage audience participation; for example, a given slide can contain "buttons" that the presenter can use to select more information or to randomly move around the images. Using individual keypads, the audience can vote on issues or respond to questions, and their collective responses can be instantly graphed on the screen. This technique greatly enhances the decision-making process since participants can anonymously voice their opinions and make them known to their colleagues. Other brainstorming software programs can aid a group in solving problems and immediately documenting their ideas and recommendations for presentation to management. Users of such systems have found that decision-making and report-generating time is significantly reduced. Dow Chemical in Midland, Mich. is using these systems in an advanced learning center and is applying them in training as well as in strategic planning sessions. A colleague of ours who specializes in producing media for large meetings uses audience response devices to build team spirit and a sense of competition among sales regions when new products are introduced.

You might check with the people who plan your large sales meetings and product launches, or the training department to see if presentation support systems are being used in your company. If they are, you'll find that they are fantastic aids for managers to help them conduct meetings, and effective tools for employee meetings and feedback sessions.

MULTIMEDIA MARKETPLACE A RESOURCE GUIDE

With the future of multimedia looking bright, trade shows that concentrate on these technologies have become crucial to keeping abreast of developments. Here's an alphabetical list featuring 10 of the most prominent:

CES

The Consumer Electronics Show (CES) is one of the world's largest trade shows, featuring 25 major product categories, including audio, video, home office equipment and security systems. There are two shows annually; the next are in Chicago, June 3-6, and in Las Vegas, January 6-9, 1994. The conventions are sponsored by the Electronic Industries Association [phone].

Comdex

The show is an international computer marketplace for new product introductions, support programs and high-performance technologies. Comdex also features four showcases on today's hottest technologies, billed as the industry's largest exhibition of network computing and multimedia projects, plus new exhibit areas on Imaging and the OEM Business. This year's show will be in Atlanta, Ga., at the Georgia World Congress Center from May 24-27 [phone].

Digital World

The fourth Seybold Digital World, a forum for discussion, exploration and the advancement of digital media, will return to the Beverly Hilton Hotel, Beverly Hills, Calif., June 23-25, 1993. The conference, which is geared toward the telecommunications, computing, entertainment, publishing, consumer electronics and cable industries, includes practical sessions, vendor workshops and a demo center. [phone].

Image World *Video Expo* The Cross-Platform Producers/Developers Conference

Targeted at producers of video for industry, government and education, as well as computer graphics artists and designers, these combined events appear in various venues and times throughout the U.S. There are three more in 1993, starting with Dallas, Texas, July 12-16; then New York City, October 4-8 and Orlando, Fla., November 6-10. [phone].

INFOCOMM

This international meeting focuses on various industry segments, such as audio, A/V, computer, high-density TV, interactive, multimedia, presentation products, teleconferencing and video. Sponsored by the International Communications Industries Association, the show brings together leading manufacturers, dealers, systems contractors, video producers, educators and corporate and government end-users. The 1994 show will be in Anaheim, Calif., June 6-12. [phone].

InterMedia/International CD-Rom Conference

A three-day event will be held March 1-3, 1994 at the San Jose (Calif.) Convention Center, the conference will address market trends and emerging technologies, incorporating the converging industries of entertainment, telecommunications, music, studios/networks, cable/satellite, consumer electronics and publishing. The program will offer three basic tracks: market development, product development and technology. [phone].

Multi-Media Expo

This event gives insight into computing in the '90s and will be held on both U.S. coasts in 1993. The eastern show will be at the Sheraton New York, May 4-6 and the western conference at the San Jose, Calif., Convention Center October 12-14. Running concurrently with the two shows are Digital Video New York and Digital Video Silicon Valley, respectively. The sponsoring company, American Expo, also runs the Home Video show each spring, which is geared toward the entertainment industry. Participating organizations include Apple, Bell Atlantic, IBM, NEC, Microsoft, Pioneer and Sony. [phone].

NAB MultiMedia World

The U.S. National Association of Broadcasters will premiere a new conference and exhibition that will run concurrently with the NAB '93 convention April 19-22. MultiMedia World: Merging Video, Audio & Computers will be an annual event for post-production, business video and computer professionals and broadcasters. The event will take place at the Las Vegas Hilton (adjacent to the Convention Center). [phone].

SALT Conferences

The second show of 1993 will be held at the Marriott in Washington, D.C., August 25-27 and will include the SALT (Society for Applied Learning Technology) Eleventh Annual Interactive Instruction Delivery Conference. This event features general sessions on the use of multimedia technology in education, training and job performance improvement. Other presentations include virtual reality, multimedia in the humanities, digital technologies and performance support. The first show of 1994 will be held February 23-25 at the same location. [phone].

SIGGRAPH 

This year marks the 20th anniversary of the international conference on computer graphics and interactive techniques. The 1993 theme, The Eye of Technology, represents the conference's position at the center of such fields as fine art and graphic design, among many others. The upcoming show will be at the Anaheim Convention Center, Calif., August 1-6. [phone].

COMMUNICATE ELECTRONICALLY TO THOUSANDS

Corporate video is a popular choice for many business communicators because employees are more accustomed to receiving information from television. Computers, too, can be used to relay vital company news via E-Mail. However, both of these delivery methods have their limitations. Corporate video information may arrive too late by the time post-production has been completed and distributed. In manufacturing environments, employees may have limited or no access to PCs. This confines corporate message distribution solely to PC users.

Software solutions are available that combine the speed of computers and the familiarity of television to create high-impact corporate information systems. Using standard PC and video hardware along with software packages to create full-color graphics and text messages, businesses can create their own video text messages in a "slide show" type format. Using standard phone lines, these messages are transmitted to other company locations to be broadcast on televisions located in high traffic areas such as hallways and cafeterias.

A wide range of video display devices are available from text-only character generators to sophisticated systems integrating PC graphics, video and audio. Graphics captured from various sources create customized messages with corporate logos and photographs. Scheduling the information to be displayed in advance is also another important feature to consider.

One system, available through Target Vision, also provides international and national news, business news, and targeted programming to supplement client programming. These programs are updated throughout the day and distributed nationally (in the U.S.).

Southern Bell is one of many U.S. companies using this type of system that provides a way to send corporate messages not only to TVs, but to employee desktop PCs using local area networks. During and after Hurricane Andrew in 1992, information changed so rapidly that frequent updates on the storm were warranted. Christine Miller, assistant staff manager -- public relations for Southern Bell says, "For almost two weeks, I focused solely on the hurricane since it affected our company so massively. I updated information two to three times a day as I received it from many different sources."

Janet Dill, public affairs specialist at DuPont, says their network, called "Headline News," "Provides a user-friendly way to communicate company information to our sites. Employees report that they particularly like the timely messages in the words of the chairman of the board, updates on the price of a company stock and other economic news, and suggestions for improving the environment."

Business topics for this system often include industry news, company goals, employee recognition, benefit updates, corporate announcements, meetings, sales performances, company stock updates and new products.

One of the pleasant surprises of these systems is the cost factor. Since the components are industry standard items (IBM 386 or better, software, monitors, and phone lines) these systems are affordable for most industries. Businesses are easily linking these systems to create corporate-wide television networks their employees turn to as sources of timely, accurate company news and information.

Diane M. Gayeski, Ph.D. is chair of the graduate program in corporate communication at Ithaca College, Ithaca, N.Y. and a partner in OmniCom Associates, a communication analysis, design and production firm.