Tutorial for leadership teams of ITU-T study groups, TSAG, tariff groups and focus groups Standard Communications Toby Johnson Communications Officer,

Tutorial for leadership teams of ITU-T study groups, TSAG, tariff groups and focus groups

Standard CommunicationsStandard Communications

Toby JohnsonToby JohnsonCommunications Officer, Communications Officer,

Telecommunication Standardization Telecommunication Standardization Bureau, ITUBureau, ITU

Geneva, 15-16 December 2008

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Tutorial for SG & TSAG leadership teamsGeneva, 15-16 December 2008

Communications Breakdown

“There are some things customers probably don’t need to watch being made: The one we know about is sausage. The other is standards.”

David Coursey, Executive Editor, ZDNet

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Without standards you couldn’t make a telephone call from one side of the world to another. Without standards the Internet wouldn’t function. Standards connect the world…

Messaging

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Who are we talking to?

AudienceA message that’s appropriate for one audience may not be appropriate for anotherThe minutiae of the standards making process is about as interesting to most people as making sausages…but to others it’s key

StakeholdersMany people’s messages and interests to be taken into account

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Media

Print Broadcast Internet

Press releases

Pro-activePress

releasesPro-active

Press releases

Newslog Pro-active

Media outreach

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Media in context

Journalists are human beingsThey dislike marketing jargon, too much technical detailDifferent types of media

SpecialistTrade focused

National/BusinessFocused on issues, powerful, often non-specialist

OnlineNews driven, information hungry

RegionalFocused on local news, issues

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ITU-T has recently significantly updated its website …

New homepage and site wide template100+ pages translated into six languagesNew pages for those new to ITU-T

Newsfeed number one entry point to ITU-T webe-flash 3000 subscribers

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… upped use of web 2.0 technologies …

ITU-T and Wikipedia. Many entries updated

Newsfeeds picked up in media all around the world

ITU YouTube channel

Social bookmarking

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… and feeds the pressPress Lunch, London June 2008 – Journalists from:

Led directly to BBC world service interview (and other coverage)

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Academia

Web Printed collateral

Workshops Media

KaleidoscopeTechnology

Watch

Academic outreach

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ITU-T uses traditional communications tools …

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Developing countries

Web Printed collateral

WorkshopsFocus Groups Media

Remote participation

Outreach to developing nations

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H.264/AVC is the first truly scalable video codec, for use in high definition TV to videoconferencing and 3G mobile multimedia

ITU Standards in action…..

Sarah, in Paris, copies a video clip encoded with ITU standards for video compression to her computer

Transport protocols and ITU standardized fibre optics facilitate the upload to the server

Via broadband, standardized by ITU, Sarah uploads the video to the server of her favorite video-sharing site

In addition to transport standards, as her video is viewed around the world, many other ITU standards - such as those for access and security - are usedUsing a portable media player,

Nanami in Tokyo watches Sarah's video. ITU standards for NGN herald this new era of connectivity

Most cable modems are built to ITU-T standards and ITU standards for DSL have helped telcos maximise their infrastructure investment

Synchronous digital hierarchy (SDH) and wave division multiplexing (WDM) are two technologies in which ITU standards have played a leading role. Standards for automatically switched optical networks (ASON) are a current hot topic

Access: passive optical networks (PONs)

Security: X.509 is a key standard for electronic authentication over public networks

Next Generation Networks refers to the move from switched to packet based networks, promising reduced costs for service providers and a richer variety of services to consumers

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We are here to help

Media outreachWritten material

Press releasesNewsloge-FlashFlyers, postersSpeeches, presentations

Public facing web pagesThird party event identification

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This is the world thanks to ITU……a world without ITUNow imagine……

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Supplemental slides

[email protected]

Documents

Tutorial for leadership teams of ITU-T study groups, TSAG, tariff groups and focus groups Standard Communications Toby Johnson Communications Officer,