Slides for keynote presentation in Club of Venice plenary meeting in Riga, Latvia, June 5, 2014

1. Communication
in 2014 and beyond
!
Few thoughts from
Communication Strategist
perspective
Zigurds Zaķis
!
@zz_zigurds
www.ZigurdsZakis.lv
!
Club of Venice
Riga, 05/06/2014

2. 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 globaly
and to benefit most!

3. 1.One-directional communication ➾

4. http://www.flickr.com/photos/georgeaugustine/2116513291/
1. ➾ ➾ ➾ Conversations

5. Abundance of information
Fragmentation2.
Ignore anything,
that is not interesting or valuable for me
Information
campaings

6. 3. Social Networks

7. 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

8. 4. Video

9. @zz_zigurds
R.I.P.
Press
Realase
(19xx
-­‐
2008)

10. Text -> Interactivity -> Video

11. 4 screens, different roles,
1000 new opportunities

12. 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 Tool
June, 2007

13. How
to approach it?

14. Every
campaign is
integrated
campaign
Strategy to
Communications strategy & role
!
Campaing architecture
Synergies / Consistence
!
Real time (24/7)
Open ended
1

15. 2Brutal Simplicity
The essence of great
campaign is to sacrifice.
Our job is to simplify

16. 140 characters vs. a speech
A system of ideas

17. “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 center
3

18. Using all senses
Multi-media
Visual Storytelling
“Pictures speaks louder
than words”
(slideshows, video, audio)
Aesthetics
Interactivity
Variety of formats
now deliverable
through most of devices
our people use
Creating experiences, not just bringing more information
4

19. Creating value
!
!
!
!
= making their lives easier/better5 For people (for him/her!)
For society
For country
For the World
Insights —> Designing Services

20. "Digital services so good people prefer to use them"
http://gov.co.uk

21. “It’s not what you say
that matters, it’s what you do”
… but don't forget to tell the story
5 Initiatives > Campaigns
Code of Conduct / Guiding Principles

22. The role
of PR

23. http://www.flickr.com/photos/sdasmarchives/8091833204/sizes/o/
PR
March 1, 2014
16:00

24. Communication (PR) 2014:
A War (Propoganda War)

25. How do you do the right thing on a battlefield?
Train yourself
to be the person
you want to be

26. Social "media" data centers
!
Dynamic, open-ended
communication
Permanent, 24/7
Superbowl. 2014
Gatorade, 2010

27. PR = Public + Relations

28. Communication PROFESSIONAL today

29. My Blog (LV): http://www.zigurdszakis.lv
Twitter: @zz_zigurds
Q&A?