Communication in 2014 and beyond

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

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  • Zigurd! Thanks for sharing. Interesting food for thought!
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Communication in 2014 and beyond

  1. 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. 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. 3. 1.One-directional communication ➾
  4. 4. http://www.flickr.com/photos/georgeaugustine/2116513291/ 1. ➾ ➾ ➾ Conversations
  5. 5. Abundance of information
 Fragmentation2. Ignore anything, 
 that is not interesting or valuable for me Information campaings
  6. 6. 3. Social Networks
  7. 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. 8. 4. Video
  9. 9. @zz_zigurds R.I.P.  Press  Realase  (19xx  -­‐  2008)
  10. 10. Text -> Interactivity -> Video
  11. 11. 4 screens, different roles, 
 1000 new opportunities
  12. 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. 13. How
 to approach it?
  14. 14. Every 
 campaign is integrated 
 campaign Strategy to
 Communications strategy & role ! Campaing architecture Synergies / Consistence ! Real time (24/7) Open ended 1
  15. 15. 2Brutal Simplicity The essence of great 
 campaign is to sacrifice. 
 Our job is to simplify
  16. 16. 140 characters vs. a speech A system of ideas
  17. 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. 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. 19. Creating value ! ! ! ! = making their lives easier/better5 For people (for him/her!) For society For country For the World Insights —> Designing Services
  20. 20. "Digital services so good people prefer to use them" http://gov.co.uk
  21. 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. 22. The role of PR
  23. 23. http://www.flickr.com/photos/sdasmarchives/8091833204/sizes/o/ PR March 1, 2014 
 16:00
  24. 24. Communication (PR) 2014: A War (Propoganda War)
  25. 25. How do you do the right thing on a battlefield? Train yourself to be the person you want to be
  26. 26. Social "media" data centers ! Dynamic, open-ended
 communication Permanent, 24/7 Superbowl. 2014 Gatorade, 2010
  27. 27. PR = Public + Relations
  28. 28. Communication PROFESSIONAL today
  29. 29. My Blog (LV): http://www.zigurdszakis.lv Twitter: @zz_zigurds Q&A?

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