The document discusses integrating strategic communications and content marketing into MBA and EMBA education. It argues that management schools should teach integrated content management to prepare students for careers where organizations will increasingly provide news and information as traditional journalism declines. The document outlines the need to focus on credible, ethical and transparent content that considers global stakeholders, and presents three laws of content management based on Isaac Asimov's robot laws to guide ethical practice.

1. Finally, Management Education May
Add Strategic Communications: Will
MBA/EMBA Education Teach Content
Marketing and Management?
March 19, 2015 Faculty Seminar
Jinan School of Management
Clarke L. Caywood, Ph.D. Northwestern
University, Evanston, IL USA

2. “Don’t use American strategies; they are
wrong (for PRC). Use their tactics”.
Chinese Dean of Xiamen Management School - NU
• Some academic
professionals call
them theories but
practitioners and
students prefer the
term strategies.
• For every theory there
may not be an existing
tool for implementation
but for every tool their
must be a founding
theory. For every
strategy there may not
be an obvious tactic but
a given tactic must be
strategic.

3. Credible, Sustainable and Ethical IMC vs.
25 Years of Traditional IMC
21st Century
1. Outside-in IMC
2. Owl Metaphor
3. Global Stakeholder
Values and Ethics
4. Massive Open On-line
Numeric & Textual Data
5. Stakeholder Maps
6. Reputation management
and brand management
7. Content as News and PR
20th Century Traditional
1. Inside-out IMC
2. Consumer
Orientation
3. Minimum “thou
shalt not” Marketing
laws
4. Narrower Numeric
“Big” Data
5. Consumer Focus
6. Brand management
7. News vs. PR

4. Introducing the IMC
Owl Metaphor
Image of Owls who can turn their
heads a stunning 270 degrees
(humans can only go about 180
degrees)
http://video.nationalgeographic.co
m/video/animals/birds-
animals/birds-of-
prey/owl_great_horned/
http://www.bbc.co.uk/news/science
-environment-21279609

5. No Harm ” PRournalism
Asimov First Laws of Robots.
1. A robot may not injure a
human being or, through
inaction, allow a human being
to come to harm.
2. A robot must obey any orders
given to it by human beings,
except where such orders
would conflict with the First
Law
3. A robot must protect its own
existence as long as such
protection does not conflict
with the First or Second Law.
Now, the First Laws of Managed Content
where Journalism broadens
#1. “PRournalism” graduates may not
provide content marketing or
management that is not credible or ethical
or through inaction allow content that is
not credible or ethical to be
communicated.
#2. “PRournalism” professionals must
adhere to the policies of their organization
and rules except where such policies and
rules would conflict with the first law.
#3. “PRournalism” professionals must
protect their own reputation as long as
such protection does not conflict with the
first or second law.

6. Putting More Communications
In MBA Education: Three “C’s”
1. Content: Feed the Dragon
2. Credibility: No Brass Checks
3. Context: More than Media
• Caywood Whitepaper 2009 & 2013 Medill School
• Caywood Handbook of Strategic PR and IMC, 2012
• Caywood IMCBlog 2010

7. Content: MBAs Feed the Dragon
• Global Distinctions • New Largest Provider
1. What Gillian misses in his
predictions is the logical placement
of traditional journalists and new
journalists into a wide range of
organizations
2. Hospitals, to NGOs, to churches, to
government and politics, to the
largest potential content provider -
business.
3. New “third party journalists” may
be former journalists, as in the past
100 years, and will include the new
crop of young journalists able and
willing to deliver honest content.
http://paulgillin.com/gillin/ how-the-coming-
newspaper-industry-collapse-will-reinvent-
journalism/
1. More new & repurposed content
will be needed for increasing
number of newer channels of
communications.
2. Traditional journalistic channels are
dying in some countries, they seem
to be growing rapidly in others, such
as China.
3. The growth and demand for content
includes the growth of advertising
and public relations to feed the
dragon.
http://online.wsj.com/article/SB100
01424052748703816204574485044
128954298.html

8. Credibility or Brass Checks
In 1920, Upton Sinclair, an outsider to
journalism, wrote The Brass Check, the
first book exposing the press and their
first move to content management.

9. Integrated Marketing Communication
Definition Absent Values (with respect)
IMC is a strategic business practice
used to plan, develop, execute and
evaluate coordinated, measurable,
persuasive brand communication
programs over time with consumers,
customers, prospects, and other
targeted, relevant external and internal
audiences. Schultz & Schultz

10. What are the Missing Promises of
IMC to MBA and EMBA Education?
1. No ethical offer?
2. No transparency?
3. No sustainability?
4. Puffery in lieu of truth?
5. No social fairness or equity?
6. No global stakeholder focus?
7. Risk of trusting the IMC process?

11. 2013 Ethical IMC Definition
IMC is the ethical process managing all
sources of information about a
sustainable product/service to which a
consumer, prospect, or stakeholder is
transparently exposed which
behaviorally moves them toward a
truthful sale and/or relationship and
maintains consumer and stakeholder
loyalty. Caywood 2013 based on Caywood 1995

12. Loss of Institutional Credibility – Job
of Management Faculty
Cherished institutions have lost their credibility as
defined by trust Edelman Trust Barometer
http://www.scribd.com/doc/79026497/2012-Edelman-Trust-Barometer-Executive-
Summary) or according to the public view (Pew Research http://www.people-press.org/
• Government, (Congressional inaction, IRS)
• Political Leaders (decline)
• Military (Iraq, Iran, North Korea)
• Business (BP, toy makers)
• Labor (10 year hotel strike Chicago)
• Universities (Prexy salaries $4.4 million, 6% tuition)
• Church (Catholic Priests, Christian fundamentalism)
• Media (Pew data)

13. Final C- Context
The outcome may be a modified degree combining the content and
credible values of Western journalism in the context of many NGOs,
corporations, governments, other organizations.
Example: A team at Boeing is led by a former newspaper reporter and
editor and staffed with traditional Medill journalism graduates. Their
avowed goal is to “transparently communicate to the employees of
Boeing” (from October 18 2009 meeting).
http://www.scribd.com/doc/19100921/Closer-to-the-Masses-Stalinist-Culture-Social-Revolution-and-Soviet-Newspapers.
Another insight to this historical label is the play The Letters written by John W. Lowell.
http://www.theatreinchicago.com/the-letters/5456/

14. Revisiting the First Law of Content Management (with
apologies again to Isaac Asimov)
#1. A content management graduate may not provide
puffed content that is not credible or ethical or through
inaction allow puffed content that is not credible or
ethical to be globally communicated to stakeholders.
#2. A content management graduate must adhere to the
transparent, sustainable and equitable policies of their
organization and rules except where such policies and
rules would conflict with the first law.
#3. An content management graduate must protect his or
her own reputation/brand as long as such protection
does not conflict with the first or second law.

15. Risk: Crisis Reputation Management
Alcohol -age, disease
Automotive – recalls
Airlines – crashes
Baby food – safety,
fraud
Cosmetics chemicals
skin
Energy – leaks
Mining Industry – coal
dust, safety, water
Food – safety, calories
Gaming – addiction,
poor
Global Businesses – cultural
errors
Health care – disease, privacy
Hospitality – food, drink, theft
Military – weapons, Vet injuries
Pet food – safety, disasters
Public events – bombing,
terrorism
Financial Services– investors,
crooks
Pharmaceuticals –reactions,
copies
Public companies new, unknown
Water treatment - pollute, costs

16. Selected Cross Cultural Higher Risk
Stakeholders
1. People with physical disabilities
2. Those who are mentally ill
3. Lower IQ individuals
4. Extreme Poor
5. Populations of nations at constant internal war
6. Starvation, water shortage populations
7. All minorities in any nation
8. Disaster relief victims (Aidmatrix.org)
9. Elderly, extreme elderly
10. Children in general., Abandoned children in relief camps
11. Pregnant women in general ,Pregnant women in nations at war,
starvations
12. Military and former military personnel
13. Uneducated, less educated, illiterate populations
14. “Immigrants” (not illegal or undocumented language), domestic
immigrants
15. Some religion members
16. Other “protected” populations including women generally in many
cultures
17. Pets in some cultures

17. What is Integrated Managed Content?
(IMC)
So, integrated content management is the
strategic and tactical research, creation,
distribution and evaluation of ethical,
credible, truthful and unpuffed stories about
transparent, sustainable, equitable behavior
and actions of corporations, NGOs or
government organizations and their global
stakeholders using the modern IMC process.

18. The Future for Management Education
- PRournalism or Content Management
Strategy
Once you ID, track, value and strategize about
stakeholders you can communicate more.
Your role as a content communicator teacher has
become several times more opportunistic with
newer channels and fewer traditional
journalists .
Given demand for information (content)
companies and NGOs will be a major source
for PRournalism.
This is the time for Management Schools to take
communications leadership for their students

19. Thank you.
Clarke L. Caywood, Ph.D.
c-caywood@gmail.com

20. What’s on your content dashboard?

21. Non-Owl Traditional Data Dashboard