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Fundamentals ofstrategiccommunications


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Fundamentals ofstrategiccommunications

  1. 1. Mtro. Moisés Nathán Cielak moises@ACADEMIADEINFLUENCIADIGITAL.COM @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,   Ex-­‐Marke8ng  Manager  para   HewleU  Packard  Latam,.   Colaborador  asiduo  en  Pulso   PYME,    Expansión,  Obras,   Turnberry  Interna8onal  Real   Estate  Review,  entre  otras Mayo  2014  
  2. 2. 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).  
  3. 3. 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).      
  4. 4. 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]      
  5. 5. 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.
  6. 6. Public Space + + + = Public Opinion
  7. 7. Uncentralized Society State Political Parties Mediatic Society Staging of the Public Church
  8. 8. 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
  9. 9. Rational Equilibrium Objective Emotional Innovative Conventional Desires Beliefs Argumentation Irrational Creativity Leadership Performance
  10. 10. Types of Public Space Local Regional National International
  11. 11. Types of Slogans Identity affirmation Problem Resolution Celebration / Duel
  12. 12. Influence of the Public Opinion The government The Public Opinion The legislation The justice The culture (as value system) The education The economy
  13. 13. 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.
  14. 14. Management Contacts Content
  15. 15. Institutional Communication Marketing ≈ Public Relations Advertising Etc.
  16. 16. 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.
  17. 17. Institutional Communication Marketing Public Relations Advertising Etc. Integration
  18. 18. Institutional Communication Ultimate purpose Persuasion Communicative process for the search of a voluntary change in the addresse, convincing them about ideas or specific aspects.
  19. 19. Getting to the mind and heart of the people, Through a projected message (clear, constant, coherent, credible) LEADERS POPULATION
  20. 20. 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.
  21. 21. 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.
  22. 22. 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
  23. 23. 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
  24. 24. Message Public Tools Actions u Institutional Communication Plan v Plan Execution w Balance and revision of the plan (Audit)
  25. 25. Public Space Society Public Opinion Institution
  26. 26. Roles or Strategic Communication
  27. 27. 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.
  28. 28. 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
  29. 29. Institutional Communication Plan Message Public Tools Actions Internal External Communication Communication Conflict and Crisis Communication
  30. 30. 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
  31. 31. 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
  32. 32. Why  is  Communica8ons  Important?   •  A  valuable  and  essen8al  tool   •  Think  strategically  
  33. 33. Strategic  Communica8ons   Beyond  dissemina8on   Creates  engagement   Makes  a  difference    
  34. 34. Communica8ons  for  Development   Selling  research  or  a  Rolex?    
  35. 35. Communica8ons  Begins  with  Project  Planning   At  the  beginning,  not  at  the  end   Budget  
  36. 36. Strategic  Thinking  Revisited   Analysis   Focus  on  the  big  picture   Channels  of  communica8on   Key  stakeholders  
  37. 37. Key  Elements  of  a     CommunicaFons  Strategy     Context     Strategic  considera8ons   Objec8ves   Target  audiences   Messages   Tac8cs  and  tools   Evalua8on  
  38. 38. The  Context     Economic,  social,  and  poli8cal  environment   Media  scan   Trends  in  public  opinion   Historical  context   Corporate  culture  and  goals  
  39. 39. Strategic  Considera8ons   An8cipate  change     Risk  analysis   SWOT  
  40. 40. ObjecFves     Set  your  goals   Make  them  SMART   Be  realis8c   Never  work  backwards  
  41. 41. Target  Audiences     Who  do  we  need  to  talk  to?     Start  local  and  go  global   Audience  research  
  42. 42. Messages     Revisit  objec8ves   Three  to  five  key  messages   Keep  them  succinct  and  simple   The  “s8cky  message”  
  43. 43. TacFcs  and  Tools       Fit  with  the  objec8ves   Adapt  for  specific  audiences   Short-­‐term  and  long-­‐term    
  44. 44. Reaching  Government     Decision-­‐Makers     Policy  briefs   Face-­‐to-­‐face     Through  media   Through  knowledge  mul8pliers   Through  the  general  public    
  45. 45. Working  with  Partners     Why  is  it  important?   Ways  to  encourage  them  
  46. 46. EvaluaFon     Why     What   How   Build  in  evalua8on  at  the  start   A  communica8ons  strategy     is  organic    
  47. 47. In  Brief     Analyze  the  context   Set  objec8ves   Think  of  your  target  audience   Write  succinct  messages   Determine  tac8cs   Evaluate  
  48. 48. And  if  you  do  that…     CongratulaFons!     You  are  a  strategic  communicator.  
  49. 49. Communica8on  Strategy  Template   Context   Strategic  Communica8ons   Objec8ves   Target  Audiences   Messages   Tools  and  Tac8cs   Evalua8on  
  50. 50. 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.    
  51. 51. Theme  3:  Directed  Communica8on   1x   3.1  DirCom  func8ons   3.2  DirCom’  Organiza8onal  Diagrams      
  52. 52. •  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  
  53. 53. •  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.   •  …  
  54. 54. hQp://    
  55. 55. “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
  56. 56. 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?
  57. 57. 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.
  58. 58. 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
  59. 59. 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.
  60. 60. 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
  61. 61. 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
  62. 62. •  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
  63. 63. 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
  64. 64. 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
  65. 65. •  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.
  66. 66. 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
  67. 67. 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.
  68. 68. 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
  69. 69. 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
  70. 70. 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