Co-Creation of Meaning:Strategic Communication and the Sovereign

PublicC. Botan

Apology Material for use

1. What is StratComm?2. Cocreation View3. What makes publics a sovereign power?

Publics = groups of people with common views and interests on a topic

Preview

Grand strategy = policy level Strategy = campaign level (planning) Tactics = application/execution

Overlap, look at idea not borders

Authority flows down Reality flows up

Grand Strategy-Strategy-Tactics

Communication campaign planning Pays shows this (17th) Brings strategic info into organization

Not tactical level Most strategists do some tactics Pay shows

Today is call to professionalize StratComm

What is StratComm

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 Branches stay independent of each other

StratComm

Since Information Revolution WHAT we communicate about has changed HOW and HOW MUCH has changed WHO communicates publicly may be biggest

change Today publics create & share own views

Do not rely on government or corporations as much Corporations must monitor Twitter, blogs, etc. Can form own publics, worldwide in an hour

Cocreational

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

Clients/employers decide if we can pay our rent and buy food.

Publics decide if campaigns succeed or fail Outside of campaign

Publics more independent of us than ever before

We answer to publics, they do not answer to

Sovereign Publics

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 . . .

Questions welcome

Thank You