Sovereign publics b
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This document discusses strategic communication (StratComm) and the cocreation of meaning between communicators and sovereign publics. It defines StratComm as communication campaign planning that brings strategic information into an organization. It also discusses how the cocreation of meaning involves publics integrating their own experiences and values with messages to create new understandings. Finally, it notes that sovereign publics decide if communication campaigns ultimately succeed or fail, and strategic communication must begin and end with research to understand how publics are interpreting messages.
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Sovereign publics b
- 1. Co-Creation of Meaning: Strategic Communication and the Sovereign Public C. Botan
- 2. 1. What is StratComm? 2. Cocreation View 3. What makes publics a sovereign power? Public = group of people with common views and interests on a topic Preview
- 3. Grand strategy = policy level Strategy = campaign level (planning) Tactics = application/execution Overlap, look at essence Authority flows down Reality flows up Grand Strategy-Strategy-Tactics
- 4. Communication campaign planning Pays shows this (17th) Brings strategic info into organization Not tactical level Pay shows Most strategists do some tactics Today is call to professionalize StratComm What is StratComm
- 5. Big 3 Public Relations (PR) Marketing Communication and IMC Public Health Communication Other fields Political Communication Anti-terrorism Public diplomacy Nation building Branches of same tree StratComm
- 6. Since Information Revolution WHAT we communicate about has changed HOW and HOW MUCH has changed WHO communicates changed Today publics create & share own views We All Know . . .
- 7. Cocreation of meaning Publics integrate own experiences and values with what senders say to create new understandings Culture, family, religion, personal experience, goals, opinions of friends, etc. Not new idea – just new to StratComm practice Marketing communication (value)/PR lead Cocreation
- 8. Clients/employers decide if we can pay our rent and buy food. Publics decide if campaigns succeed or fail Outside of campaign We answer to publics, they do not answer to Sovereign Publics
- 9. WANT to know if publics understanding different WANT to know if publics negative, skeptical, angry Publics make own decision based largely on the info they already have. So . . . StratComm begins and ends with research Sovereign Means . . .
- 10. Questions welcome Thank You