Download - Fundamentals ofstrategiccommunications
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Mtro. Moisés Nathán Cielak www.academiadeinfluenciadigital.com @mcielak [email protected] Socio Director: ACADI RENATA P.R. FOR THE AMERICAS, ONG DEDICADA A LAS PYMES
Formación Académica
ITESM, CCM Maestría en Economía Maestría en Administración Tecnológico de Monterrey Lic. en Sistemas de Computación
Miami Dade College Cer8ficación en Redes Sociales Diplomado por la Social Media Marke8ng Academy Doctor A Prima, Univ. Wisconsin-‐Madison
Grandes Campañas y Agiliaciones Congresista ProRP y PRSA Inves8gador del área de redes sociales de la AssociaFon for Internet MarkeFng y de la U.S. Social Media MarkeFng Academy
Ex-‐Director de Campaña Digital para la Florida para Barack Obama para la presidencia en 2007-‐2008
Impacto Empresarial Consultor en Estrategia de Marke8ng Digital y Desarrollo de hábitos de consumo. Clientes más exitosos : FedEx Nestlé, Arcelor MiQal, DHL Miami, Master Research, Tecnotoon.com Ex-‐Marke8ng Manager para HewleU Packard Latam,.
Ex.Editor en jefe para Editorial Televisa, Colaborador asiduo en Pulso PYME, Expansión, Obras, Turnberry Interna8onal Real Estate Review, entre otras
Mayo 2014
moises.cielak.net
moises.cielak.net
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General obje8ves: By the end of the course, the student will be able to know, analyze and explain the theoric concepts and fundamental principals of the strategic communica8on (image, culture, iden8ty, communica8on management).
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1. Produc8ve model of the strategic communica8on (8 hrs).
2. Communica8on management (9hrs). 3. The Dircom and the strategic communica8on (4hrs). 4. The internal communica8on and the organiza8on of
the company (12hrs). 5. Image and Public Rela8ons (12hrs).
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There’s no official textbook, but you’ll have to read: Ries, Laura & Al, Auge de las RRPP y caída de la publicidad Gehrt, Moffin, Strategic Public Relations, 10 principles, Barquero Cabrero, José Daniel., Comunicación estratégica : relaciones públicas, publicidad y marke:ng / José Daniel Barquero Cabrero., , Madrid : McGraw-‐Hill, 2005., , , , [8448198883] Xifra, Jordi., Teorías y estructura de las relaciones públicas / Jordi Xifra Heras., 1a ed. , Madrid : McGraw Hill, 2003., , , spa, [8484139488]
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Public Opinion
It’s the result of the society sectors’ discursive manifestation, emphasized in social facts, or concepts that report interest, plus the public speaking
intermediation, plus the acceptance or reject of the society’s majority.
Voice
Ambit
Public Space
The scenario where public opinion is generated. The place where different actors or social groups move, and create their own discursive manifestation.
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+ + + =
Public Opinion
Public Space
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Mediatic Society
Staging of the Public
Uncentralized Society
State Church Political Parties
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Public Opinion Formation Conversation and gossip
Taken by the media
Difference’s expression between Interested groups
Majoritarian opinion or consensus
F. H. Allport “Ilusion of the universality”
Suggestion and imitation
Multiplying effect
Stereotypes
Slogans
Legends
Myths
Leadership
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Equilibrium Rational Irrational
Objective Emotional
Conventional Innovative
Performance Argumentation
Desires Beliefs
Creativity
Leadership
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Types of Public Space
Local
Regional
National
International
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Types of Slogans
Problem Resolution
Identity affirmation
Celebration / Duel
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The Public Opinion
The government
The legislation
The justice
The culture (as value system)
The education
Influence of the Public Opinion
The economy
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The institutional communication can be defined as the type of communication created in an organized way for an institution or its representatives, and adressed to
the people and groups inside the social surrounding, in which its activity is developed.
Has an objective to establish quality relationships between the institution and the public with whom its related, acquiring a social and public image reputation,
adequate to its purpose and activities.
José María La Porte Facoltà di Comunicazione Istituzionale Pontificia Università della Santa Croce
Institutional Communication Public Communication
Institution Famous, character, country, etc.
=
=
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Management
Contacts Content
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Institutional Communication
≈
Marketing
Advertising
Public Relations
Etc.
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Marketing Communicates products and services that satisfy the needs of the customers. Its objective is about increasing the sales.
PR
Economic investment emphasized in being featured through the media, with the purpose of persuading one determined audience. Advertising
Management of the communication between an organization and the public.
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Institutional Communication
Marketing
Public Relations
Advertising
Integration Etc.
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Ultimate purpose
Institutional Communication
Persuasion Communicative process for the search of a voluntary change in the
addresse, convincing them about ideas or specific aspects.
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Getting to the mind and
heart of the people,
Through a projected message (clear, constant, coherent, credible)
LEA
DE
RS
P
OP
ULA
TIO
N
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Persuading
Influence Convincing
NOT negative
Depends on the ideas that are about transmitting from the media, from the purpose with which its realized.
XXth Century. Ideologies. Communication medias. Public opinions. Damage to men.
Propaganda Manipulation of intelligence for directing human behaviors for obtaining one
answer or attitude previously determined.
etc.
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POSITIVE or NEGATIVE Communication
Identity Values
Message Purpose
Institutional Communication Transmitting the personality of the institution and the
values that are based into it.
Contributing to a common good through its specific purposes.
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Institutional Communication
3 types of images
The one that you wish to give
The one that you think you’re giving
The one perceived by the public
2 types of actions
Official communication
Fact communication
Social Impact
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Institutional Communication Identidad, valores, finalidad
Profit oriented Non-profit
State Commercial Religious Party oriented
Message Public Tools Actions
Etc...
Necesidades y Objetivos
Mission Market
Commercial obj.
Gral. Context Etc...
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Message Public Tools Actions
Institutional Communication Plan u Plan Execution v
w Balance and revision of the plan (Audit)
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Institution
Society Public Opinion
Public Space
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or
Strategic Communication
Roles
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Strategy
What to do in a determined situation. General alignments. Plans, ideas.
Tactic How plans and ideas are applied. Actions’ calculation. Specific objetives.
Ej.: Objective Positioning yourself in the public opinion as a reference of the speciality.
Ej.: Strategy Press plan and relationship with the media.
Ej.: Tactic Press releases, and introduction to the agenda subjects.
Ej.: Identity The NGO with the mission of provoking one change in society.
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Director
“We need to release a new product
Communic. Message,
Public, Tools, Actions.
Admin. How much is
it going to cost?
RRHH. How many people
are we going to need?
Commercial
We need budget
If we fail.. I’ll kill you
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Institutional Communication Plan
Message Public Tools
Actions
Internal Communication
External Communication
Conflict and Crisis Communication
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One new science, one new activity
What is it? What does it do? What does it give?
Unnecessary spending Something totally secondary
Doesn’t give any value Damages the institution
A big unknown
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The triple role of the communicator
Communication work
Explain what is a communication area
Learn and explain how is the communication area in THIS institution
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Why is Communica8ons Important? • A valuable and essen8al tool
• Think strategically
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Strategic Communica8ons
Beyond dissemina8on
Creates engagement
Makes a difference
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Communica8ons for Development
Selling research or a Rolex?
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Communica8ons Begins with Project Planning
At the beginning, not at the end
Budget
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Strategic Thinking Revisited Analysis
Focus on the big picture Channels of communica8on
Key stakeholders
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Key Elements of a CommunicaFons Strategy
Context
Strategic considera8ons Objec8ves
Target audiences Messages
Tac8cs and tools Evalua8on
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The Context
Economic, social, and poli8cal environment Media scan
Trends in public opinion Historical context
Corporate culture and goals
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Strategic Considera8ons An8cipate change
Risk analysis SWOT
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ObjecFves
Set your goals Make them SMART
Be realis8c Never work backwards
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Target Audiences
Who do we need to talk to? Start local and go global
Audience research
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Messages
Revisit objec8ves Three to five key messages
Keep them succinct and simple The “s8cky message”
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TacFcs and Tools
Fit with the objec8ves Adapt for specific audiences Short-‐term and long-‐term
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Reaching Government Decision-‐Makers
Policy briefs Face-‐to-‐face
Through media Through knowledge mul8pliers Through the general public
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Working with Partners
Why is it important? Ways to encourage them
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EvaluaFon
Why What How
Build in evalua8on at the start A communica8ons strategy
is organic
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In Brief
Analyze the context Set objec8ves
Think of your target audience Write succinct messages
Determine tac8cs Evaluate
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And if you do that… CongratulaFons!
You are a strategic communicator.
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Communica8on Strategy Template Context
Strategic Communica8ons Objec8ves
Target Audiences Messages
Tools and Tac8cs Evalua8on
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Theme 2: Knowledge Management 3x 2.1. Understand that the strategic communica8on is a
key factor for the knowledge management. 2.2. Iden8fy the basic elements of a informa8onal
system and documenta8on. 2.3. Recognize the relevance of the new technologies for the communica8on and knowledge management
inside the organiza8ons.
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Theme 3: Directed Communica8on 1x
3.1 DirCom func8ons 3.2 DirCom’ Organiza8onal Diagrams
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• It’s the management center where the communica8on and strategies are planned. • Coordinates all the internal and external
communica8ve ac8vity. • It’s maximum figure is the DIRCOM
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• Understands the communica8on as transversal fact inside the organiza8on.
• Works constantly for maintaining the image. • Filters and analyzes the produced and received informa8on.
• Assumes the external and internal communica8on. • It’s the one in charge of the rela8onships with the media.
• Plans the Public Rela8ons. • Assists about sponsorships and endorsements.
• …
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hQp://www.youtube.com/watch?v=VmggYDT2JBo
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“The concern for improving the unwealthy people’s conditions doesn’t get in the middle of the process of generating money”
(Cheryl Dahle)
1 The communication’s ethical dimension
2 The ethical speech: the communication as communion and motivation
3 The company’s communication as social responsibility
4 Social responsibility and the nature of the company
5 Advertising ethics and the marketing: global correspondence emphasized in the mediated and hyper mediated areas
6 The company’s philanthropy and public relations
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Is the communication at the service of the social adjustment?
Theories Description
Conducted Psychology • Stimuli / Answer
Functional Sociology • Functions’ study, for reaching purposes, some produced, channels, messages and audiences sensible to be affected and modified.
Effects’ Theory • Analyzes the consequences of the mass devices and the passivity of the person by eliminating the social processes.
The three emphasis keep affirming that: Communicating is persuading and persuading is reaching for effects.
But, can we keep studying the person and it’s relationship to the media just as a passive subject?
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Emphasis Description
From the general effects • To more anti-ethical messages in the content of media messages, a bigger number in the society’s cases.
From the chain effects • Any notice spreading through the media, automatically releases the happenings of the identical, analogy or similar nature.
From the limited effects • To more anti-ethic contents in the media, correspond to no more cases in the society, but to certain sectors in which the cultural fragility and psychological predisposition are an easy target.
From the selective exposition • Gives to the individual the capacity of accepting or rejecting what is about to come from the media.
From the catharsis • Satisfies and channels all the anti-ethical instincts kept, in a way that they don’t transcend inside each person and doesn’t disturb the good social walk.
From the cumulative effects
• Contemplates the impact of the messages inside the rules’, values’, attitudes’ and meanings’ palatine modification, working in the social construction.
Really, each person is kept away and reacts separately to the Orders and suggestions of the media?
The latest effects’ theories, take us to think in the receptors: active and passive
In front of that, which is the responsibility of the media?
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The messages don’t work in an isolated way; they interact with the mind, the cultural system and the cultural imaginary.
The drama in the messages, its influences and senses that
Reverberate in the perception and Moral areas.
Conductive
Cognitive Affective
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The problem to be faced, is how the relationship with the customer changes, among the real and true representation.
Types of Effects
Main Theories Description
Conductive • Model or imitation • Enhancement • Catharsis
• Empathy
• Elemental Stimulation • Contagion
• The subjects exposed to anti-ethical messages act by imitating the seen models • The messages reinforce the values or trends already existing in the receptor. • Through the exposition to the messages, the subjects will be able to download their
impulses without having to recur to the presented behavior. • The messages can reduce the moral tension of the subject, only if it identifies
(empathizes) itself with the victim. • What really determines the degree of the subject’s reaction it’s its own degree of
stimulation, independent from the content. • The message provokes one direct effect over the audience that infects itself with the
seen behavior.
Affective • Insensibility
• Habitual • Sensibility
• Before the continual exposition to the said messages, the receptor is insensible, needing a major doses of the theme for exclusive stimulation.
• Through the frequent exposition to these messages, the receptor gets used to it and has more difficulties for considering any anti-ethical act as such.
• Before the continual exposition to the anti-ethical images, the sensibility of the receptor increases, and so does the rejection to the theme.
Cognitive • Cultivated field
• Cognitive guides • Learning cognitive
• The regular exposition to the anti-ethical messages provokes one exaggerated impression of the moral and existent lightness of real life.
• The regular observation of anti-ethical messages provides the subject with behavior guides, that can be used in a close future.
• Given messages can activate the anti-ethical ideas, learned previously by the subject.
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On the way that the media adjusts to the ethical model, more sense of life would be given to the people.
Economy
Political
Cultural
Education
Personal
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ÉTICA DE LA COMUNICACIÓN
Levels of interest and utility of the media
The moral agents in front of the thorn ethical subjects, promote conflicts of interest
Conscience
Act object
Society
Institution
Profession Producers
Receptors
Advertisers
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ÉTICA DE LA COMUNICACIÓN
• The media is part of the problem • They’re not the origin of the same one • Its responsibility it’s in the diffusion that its made
How to measure the sensationalism, the irresponsibility, and the misinformation?
The attitude of the media has to do with: • The transmission • The objectivity • The freedom • The justice • The equilibrium
• The lack of the communicators’ formation makes itself a patent in the following facts.
• Speed • Objectivism • Competitively • Mimetic in respect of the sources • Violence • Live information • Bad news • Spectacular
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The ethical information doesn’t excite, or magnify, it’s synonym of justice, peace and freedom
Silence
Information By Measure
Self-Control
• Objectivity
• Measure
• Impartiality
• Coordinate any attempt against human dignity
• Don’t do apology
• Don’t magnify authors or protagonists
• Don’t allow manipulation of informatory
• Sponsor constructed institutions pro life
• Inform without sensationalisms
• Give adequate space
• Don’t over dimension the facts
• Reduce the space to anti-ethical facts
• No propaganda
• Use proper language
• Editorial trend of course and reject
Self-Regulation
Well Informed
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The distance from the media to face the theme, doesn’t resolves by itself, just from the media
• The role of the media doesn’t sustain Itself from the information and the informational treatment.
• It’s important to identify the role that play the media in the web of processes and social practices
• The problem with the mediate ethic transcends the professional practice.
• It’s doesn’t run out in the self-regulation and control
• Avoiding the constant thinking to the media, like ideological devices and creators of injustice, non-equality and domination
• It’s important to think in an ethic that:
• Feeds the media from the collective social weave
• Promotes the communication as a space for enriching the person and
• Suggests solidarity
• We have to build a communication for life to make sense to existence, which means a meaning to the culture
The ethical communication has as an only engagement, the person
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• Getting deeper in the educative action in the family, school and society
Challenges and engagements of an ethical community
• Instruct and guide the kids and young adults • Create critical judgment in receptors • Establish an engaged dialogue with the owners and creators of
the media • Enhance the creative spirit, that promotes life like a significant
experience • Enhance the artistic feeling and the conscience of the own
responsibility
• Dominate the diffusion techniques that enhance the ethical communication
• Promote the content that builds a peaceful and sensible civilization.
• Suggest a humanized communication, axiological that dignifies the spaces
• Insist in the active co-participation of every social sector, involved for dignify the mediate condition.
• Develop multi-alphabetized practices.
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The mediate bad reputation
The bad reputation as the non-moral societies, are the result of the media that looses its sense, substance, direction and specific purposes.
Money
Prestige
Power
Los medios como simple maquinaria de:
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Remoralizar los medios
For winning again, a prestige its important to research which values and rights are asked by the society, even if they’re newly respected for elevating the human dignity and the commited actions.
It’s necessary that the members recover the sense of activity that its own to them, that reflect seriously about which are those internal goods to the activity, how also are the appropiate media convenient to act on this direction.
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For designing a mediate ethic is necessary to: 1. Determine a specific purpose, the internal good of the
journalistic activity and the one that will claim its social legislation. 2. Look for the appropriate media and values 3. Wonder which habits should be acquired in set and each member must form a character that allows good deliberation. 4. Discern which relationship should exist with the other activities and organizations 5. Develop an action and communication plan with all the audiences 6. Act according the universal values 7. Recognize the rights and the dignity of the people
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For designing an institutional ethic to the interior of the media Each journalistic institution must incarnate values and respect the rights by attending the specifically of the activity, which are complemented by its internal goods.
• Satisfaction of human needs
• Develop the maximum capacity of its collaborators.
• Promote the values of: freedom, equality and solidarity
• Informative quality and ethical management of information
• Humbleness
• Mutual respect on internal and external relationships
• Cooperative and solidarity among the members
• Creativity
• Incentive
• Risk spirit
Actividad y retos
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Actividad y retos
Acciones de una ética complementaria
1. Unmask the pretentious substitutions in the people for machines 2. Modify the routine of the human relationships 3. Introduce spaces for the informal communication 4. Detect, sue and correct the lack of constancy and the variability of the human relationships 5. Establishing guarantees for each person to be able to develop successfully its goals 6. Assign the detector, sue, and correct admeasurements. 7. Place and functions of each person according to its capacities and availabilities 8. Adequate spaces and times for revising the shared work 9. Extend personal benefits to the family and community. 10. Develop plans for increasing the self-valuation and personal self-realization