Sometimes you have the aha moments and things become very clear. You realize why things did or did not occur and the results of those circumstances.

Yesterday, we had the fortunate opportunity to connect WDBJ7 with a couple of fantastic people and movements. As we were assisting the media outlet and groups form mutually beneficial relationships, I began to realize that this entire media/communication model is radically different and exponential opportunities exist.

The NCTC along with Rackspace hosted Robert Scoble – a well known Internet evangelist. His entire job is to promote the Internet, interact with people on a variety of networks, and positively brand Rackspace online. About 50 locals and a couple of traditional media outlets came to hear him talk about the “2010 Web” what some call Web 3.0.

It’s amazing what this guy has done, not only for the organization he is associated with, but for himself – tens of thousands of followers, friends, connections, etc. on social media outlets. He is a media machine equivalent of any media outlet we have in our region.

Later in the evening, I watched NBC’s great documentary on the Obama White House. There was a segment on how the Obama media machine worked to reduce the negative chatter about his supreme court nominee. It was impressive. Staffers had a TV screen split four ways on each of the major news networks monitoring the spin of the media cycle. They were proactively shaping the media message to the public.

I realized… those people who ignore the media, especially the new media, will lose on oh so many levels. Those people who embrace the media, especially the new media, will win on oh so many levels.  It is a personal choice. The media does not you. You control your interaction with others by how you interact with media.

Any one person or organization can take the same steps of Scoble or the Obama team in communicating positive, influential messages to shape media and create awareness.

That is what we have tried to do for nearly 4 years with this blog for the RNR and the people we serve as we come upon the 500th blog post. Our purpose is to serve others by creating awareness for the next generation, the unserviced workforce, and our region through the use of new media.

Let’s hope others will have their own aha moment and embrace the new media.