2. Mtro. Moisés Nathán Cielak
www.academiadeinfluenciadigital.com
moises@ACADEMIADEINFLUENCIADIGITAL.COM
moises.cielak.net
@mcielak
Formación
Académica
Grandes
C FOR
THE
Impacto
E DEDICADA
Socio
Director:
ACADI
RENATA
P.R.
ampañas
y
AMERICAS,
ONG
mpresarial
A
LAS
Agiliaciones
Consultor
en
Estrategia
de
PYMES
CCM
ITESM,
Congresista
ProRP
y
PRSA
Maestría
en
Administración
Inves8gador
del
área
de
redes
Tecnológico
de
Monterrey
sociales
de
la
AssociaFon
for
Lic.
en
Sistemas
de
Internet
MarkeFng
y
de
la
Computación
U.S.
Social
Media
MarkeFng
Academy
Miami
Dade
College
Marke8ng
Digital
y
Desarrollo
de
hábitos
de
consumo.
Cer8ficación
en
Redes
Sociales
Diplomado
por
la
Social
Media
Marke8ng
Academy
Doctor
A
Prima,
Univ.
Wisconsin-‐Madison
Ex-‐Director
de
Campaña
Digital
para
la
Florida
para
Barack
Obama
para
la
presidencia
en
2007-‐2008
Ex.Editor
en
jefe
para
Editorial
Televisa,
Maestría
en
Economía
Clientes
más
exitosos
:
FedEx
Nestlé,
Arcelor
MiQal,
DHL
Miami,
Master
Research,
Tecnotoon.com
Ex-‐Marke8ng
Manager
para
HewleU
Packard
Latam,.
Colaborador
asiduo
en
Pulso
PYME,
Expansión,
Obras,
Turnberry
Interna8onal
Real
Estate
Review,
entre
otras
moises.cielak.net
Mayo
2014
3.
4.
5. 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).
6. 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).
7. 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]
8.
9.
10. Public
Opinion
Voice
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.
Public Space
Ambit
The scenario where public opinion is generated. The place where different
actors or social groups move, and create their own discursive manifestation.
13. Public Opinion Formation
Conversation and gossip
Taken by the media
Stereotypes
Slogans
Difference’s expression between
Interested groups
Legends
“Ilusion of the universality”
Myths
Leadership
F. H. Allport
Suggestion and imitation
Multiplying effect
Majoritarian opinion or consensus
17. Influence of the Public Opinion
The government
The Public Opinion
The legislation
The justice
The culture (as value system)
The education
The economy
18.
19. 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
Institution
=
=
Public Communication
Famous, character, country,
etc.
23. Marketing
PR
Advertising
Communicates products and services that satisfy the needs of the
customers. Its objective is about increasing the sales.
Management of the communication between an organization and the
public.
Economic investment emphasized in being featured through the media,
with the purpose of persuading one determined audience.
26. Getting to the
mind and
heart of the people,
Through a projected message (clear,
constant, coherent, credible)
LEADERS
POPULATION
27. Influence
Persuading
Convincing
etc.
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.
28. 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.
29. 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
30. Institutional Communication
Identidad, valores, finalidad Necesidades y Objetivos
Profit oriented
Mission
Non-profit
State
Religious
Market
Commercial
Commercial obj.
Party oriented
Etc...
Etc...
Message
Gral. Context
Public
Tools
Actions
34. Strategy
What to do in a determined situation. General alignments. Plans,
ideas.
Tactic
How plans and ideas are applied. Actions’ calculation. Specific
objetives.
Ej.: Identity
Ej.: Objective
Ej.: Strategy
Ej.: Tactic
The NGO with the mission of
provoking one change in society.
Positioning yourself in the public opinion
as a reference of the speciality.
Press plan and relationship with the
media.
Press releases, and introduction to the
agenda subjects.
35. Admin.
How much is
it going to
cost?
RRHH.
How many people
are we going to
need?
If we fail.. I’ll
kill you
Director
“We need to release
a new product
Communic.
Message,
Public, Tools,
Actions.
Commercial
We need
budget
37. One new science, one new activity
What is it?
What does it do?
Unnecessary spending
Doesn’t give any value
What does it give?
Something totally secondary
Damages the institution
A big unknown
38. 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
39. Why
is
Communica8ons
Important?
• A
valuable
and
essen8al
tool
• Think
strategically
59. 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.
61. • 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
62. • 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.
• …
65. “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
66.
67. Theories
Is the
communication
at the service of
the social
adjustment?
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?
68. Emphasis
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?
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.
69. The messages don’t
work in an isolated
way; they interact with
the mind, the cultural
system and the
cultural imaginary.
Conductive
The drama in the messages,
its influences and senses that
Reverberate in the perception and
Moral areas.
Affective
Cognitive
70. The problem to be faced, is how the relationship with the customer
changes, among the real and true representation.
Types of
Effects
Conductive
Main Theories
• Model or imitation
• Enhancement
• Catharsis
• Empathy
• Elemental Stimulation
• Contagion
Affective
• Insensibility
• Habitual
• Sensibility
Cognitive
• Cultivated field
• Cognitive guides
• Learning cognitive
Description
• 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.
• 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.
• 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.
71. 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
72. Advertisers
The moral agents in front of
the thorn ethical subjects,
promote conflicts of interest
Conscience
Act object
Society
Institution
Producers
Profession
Receptors
Levels of interest and
utility of the media
73. • 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
74.
75. The ethical information doesn’t
excite, or magnify, it’s synonym of
justice, peace and freedom
• Objectivity
• Measure
• Impartiality
Well
Informed
Silence
• Coordinate any attempt against
human dignity
• Don’t do apology
• Don’t magnify authors or
protagonists
• Don’t allow manipulation of
informatory
Self-Control
Information
By Measure
• Sponsor constructed
institutions pro life
• Inform without sensationalisms
• Give adequate space
Self-Regulation
• Don’t over dimension the facts
• Reduce the space to anti-ethical
facts
• No propaganda
• Use proper language
• Editorial trend of course and
reject
76. The ethical communication has as an only engagement, the
person
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
77. • 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.
78. 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.
Los medios como simple maquinaria de:
Money
Prestige
Power
79. Remoralizar los medios
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.
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.
80. 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
81. 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
Actividad
y retos
• Mutual respect on internal and external
relationships
• Cooperative and solidarity among the members
• Creativity
• Incentive
• Risk spirit
82. 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.
Actividad plans for increasing the self-valuation and
10. Develop
personal
y retos self-realization
