Upload
zigurds-zakis
View
275
Download
10
Embed Size (px)
DESCRIPTION
Slides for keynote presentation in Club of Venice plenary meeting in Riga, Latvia, June 5, 2014
Citation preview
Communication in 2014 and beyond !
Few thoughts fromCommunication Strategistperspective
Zigurds Zaķis !@zz_zigurds www.ZigurdsZakis.lv !Club of Venice Riga, 05/06/2014
Society
Media
Communication
Culture
Creativity
Politics
Economy
Business
Work
Healthcare
Education
4th technological revolution: digital tools and platforms are fundamentally changing:
Fundamental changes , not just another media channel
EU has all the preconditions to take the lead globalyand to benefit most!
1. One-directional communication ➾
http://www.flickr.com/photos/georgeaugustine/2116513291/
1. ➾ ➾ ➾ Conversations
Abundance of informationFragmentation2.
Ignore anything, that is not interesting or valuable for me
Information campaings
3. Social Networks
Platforms for !
listening getting know more
conversations cooperation
sharing solving
entertaining* telling stories*
informing*
building relationships creating value
organizing groups
Social networks: think platforms, not media
4. Video
@zz_zigurds
R.I.P. Press Realase (19xx -‐ 2008)
Text -> Interactivity -> Video
4 screens, different roles, 1000 new opportunities
5. Mobility
Their mobility, no just mobile phone
For us: Delivering 4W:
✦ What they want ✦
✦ When they want ✦
✦ Where they want ✦
✦ How they Want ✦
+ For them:
Powerful Communication ToolJune, 2007
How to approach it?
Every campaign is
integrated campaign
Strategy toCommunications strategy & role
!
Campaing architecture
Synergies / Consistence
!
Real time (24/7)
Open ended1
2Brutal Simplicity
The essence of great campaign is to sacrifice. Our job is to simplify
140 characters vs. a speech A system of ideas
“Designer (marketer) is master storyteller whose skill is measured by his or her ability to craft a compelling, consistent and believable narrative” !
“Change by Design” Tim Brown, IDEO
Story,
not information, in the center3
Using all sensesMulti-media
Visual Storytelling“Pictures speaks louder
than words”(slideshows, video, audio)
Aesthetics
Interactivity
Variety of formats now deliverable through most of devicesour people use
Creating experiences, not just bringing more information
4
Creating value !
!
!
!
= making their lives easier/better5 For people (for him/her!) For society For country For the World
Insights —> Designing Services
“It’s not what you say that matters, it’s what you do”
… but don't forget to tell the story 5Initiatives > Campaigns
Code of Conduct / Guiding Principles
The role of PR
http://www.flickr.com/photos/sdasmarchives/8091833204/sizes/o/
PR March 1, 2014 16:00
Communication (PR) 2014: A War (Propoganda War)
How do you do the right thing on a battlefield? Train yourself to be the person you want to be
Social "media" data centers !
Dynamic, open-endedcommunication Permanent, 24/7
Superbowl. 2014
Gatorade, 2010
PR = Public + Relations
Communication PROFESSIONAL today