1. WELCOMEFEBRUARY 2013 @ingrid_spruit HOW TO ARTICULATE MESSAGES ON MULTIPLE ISSUES TO THE PUBLIC 1 2. How to articulatemessages on multipleissues to the publicGuidelines for communicationprofessionals in 3rd phasecommunication trendsFEBRUARY 2013 @ingrid_spruit HOW TO ARTICULATE MESSAGES ON MULTIPLE ISSUES TO THE PUBLIC 2 3. AGENDARetrospective communication phases 50ties to now From send/receive to alignmentIssues management Why Issues dynamics Organization, media and public dynamicsWho owns the message Social media and issues monitoring Community management3D checklist Checklist Key takeawaysFEBRUARY 2013@ingrid_spruitHOW TO ARTICULATE MESSAGES ON MULTIPLE ISSUES TO THE PUBLIC 3 4. Trends in communicationsRetrospectiveFEBRUARY 2013 @ingrid_spruit HOW TO ARTICULATE MESSAGES ON MULTIPLE ISSUES TO THE PUBLIC 4 5. TRENDS IN COMMUNICATION The early years: Shannon and Weaversourcedestination noise 80ties 2005: networking Now: redefine communication missionFEBRUARY 2013@ingrid_spruit HOW TO ARTICULATE MESSAGES ON MULTIPLE ISSUES TO THE PUBLIC 5 6. Issues managementIssues management is reputationrisk preventionFEBRUARY 2013 @ingrid_spruit HOW TO ARTICULATE MESSAGES ON MULTIPLE ISSUES TO THE PUBLIC 6 7. ISSUES MANAGEMENTWhy? License to operate Crisis prevention Society support Publics trust Legislative intervention Effective time managementIssues dynamicsFEBRUARY 2013 @ingrid_spruit HOW TO ARTICULATE MESSAGES ON MULTIPLE ISSUES TO THE PUBLIC 7 8. ISSUES MANAGEMENTPhase model of public opinion building (classic, long term)Source: TeezerFEBRUARY 2013@ingrid_spruit HOW TO ARTICULATE MESSAGES ON MULTIPLE ISSUES TO THE PUBLIC 8 9. Model of public opinion building (modern, short term)Civil Society GovernmentMediaSource: EMMA+CommunicationsFEBRUARY 2013@ingrid_spruitHOW TO ARTICULATE MESSAGES ON MULTIPLE ISSUES TO THE PUBLIC 9 10. ISSUES MANAGEMENTOpinion leaders and environment antennaFEBRUARY 2013 @ingrid_spruit HOW TO ARTICULATE MESSAGES ON MULTIPLE ISSUES TO THE PUBLIC 10 11. ISSUES MANAGEMENTIssues grid Checks Risk inventory ManagementFEBRUARY 2013@ingrid_spruit HOW TO ARTICULATE MESSAGES ON MULTIPLE ISSUES TO THE PUBLIC 11 12. ISSUES MANAGEMENT FEBRUARY 2013 @ingrid_spruit HOW TO ARTICULATE MESSAGES ON MULTIPLE ISSUES TO THE PUBLIC 12 13. Who owns the message?New dimensionsFEBRUARY 2013 @ingrid_spruit HOW TO ARTICULATE MESSAGES ON MULTIPLE ISSUES TO THE PUBLIC 13 14. NEW DIMENSIONSCommunication trends, third phaseRedefining Communication Mission From Offline to Online Matter of Trust Shifting role CommunicationFEBRUARY 2013@ingrid_spruit HOW TO ARTICULATE MESSAGES ON MULTIPLE ISSUES TO THE PUBLIC 14 15. NEW DIMENSIONSFrom offline to online Matter of Trust The communicative organization 24/7 Public opinion on Systematic 60% on online fairness changes Social license toapproach to forums and legitimacy operate communities Everyone is a in and outside 37% is active in communicator organizations social media Directors of their Individualizationown production Shift in hierarchy Steering, facilitate Similarities instead and guiding of differences Mentality (values) From 90% are more important transmission tothan technical skills 80% listening.FEBRUARY 2013@ingrid_spruit HOW TO ARTICULATE MESSAGES ON MULTIPLE ISSUES TO THE PUBLIC 15 16. COMMUNICATION AND COMMUNITY MANAGEMENTMove over: community managers are here The community managers of today, are tomorrows CEOs. The online community manager role is a growing and developingprofession. People in this position work to build, grow and managecommunities around a brand or causeFEBRUARY 2013 @ingrid_spruit HOW TO ARTICULATE MESSAGES ON MULTIPLE ISSUES TO THE PUBLIC 16 17. COMMUNICATION AND COMMUNITY MANAGEMENTAirfrance / KLMFEBRUARY 2013 @ingrid_spruit HOW TO ARTICULATE MESSAGES ON MULTIPLE ISSUES TO THE PUBLIC 17 18. COMMUNICATION AND COMMUNITY MANAGEMENTShellFEBRUARY 2013 @ingrid_spruit HOW TO ARTICULATE MESSAGES ON MULTIPLE ISSUES TO THE PUBLIC 18 19. COMMUNICATION AND COMMUNITY MANAGEMENTIs your company involved?Test: Exchange Communication for conversation Corporate communication In which issues or subjects do you participate in online conversations When do you participate in online conversations Who is participating in online conversationsSame for: Internal communication Marketing communicationFEBRUARY 2013 @ingrid_spruitHOW TO ARTICULATE MESSAGES ON MULTIPLE ISSUES TO THE PUBLIC 19 20. 3D ChecklistFEBRUARY 2013 @ingrid_spruit HOW TO ARTICULATE MESSAGES ON MULTIPLE ISSUES TO THE PUBLIC 20 21. 3D CHECKLISTCheck your antennaorganization monitoring Has your organization shifted in life cycle stages Have organization processes changed Have customer propositions changed Are all communications competences availablesetting & issues monitoring What issues influences opinion leaders Which trends are visible How do your influencers reactCONVERSATIONmedia monitoring Is your message accepted by the public Whats the buzz: monitoring online conversationsAnd how does this influence your key messages andconversations with your target groups and the public.FEBRUARY 2013 @ingrid_spruit HOW TO ARTICULATE MESSAGES ON MULTIPLE ISSUES TO THE PUBLIC 21 22. 3D CHECKLISTMonitoring trends: Edelman Trust BarometerFEBRUARY 2013 @ingrid_spruit HOW TO ARTICULATE MESSAGES ON MULTIPLE ISSUES TO THE PUBLIC 22 23. 3D CHECKLISTKey Takeaways Communication is essential, to maintain license to operate and social license to operate. Monitoring dimensions is essential Get comfortable in social media techniques Be part of the conversation, passive or active. It is not about being liked, it is about being trustedFEBRUARY 2013@ingrid_spruit HOW TO ARTICULATE MESSAGES ON MULTIPLE ISSUES TO THE PUBLIC 23 24. THANK YOU @ingrid_spruitFEBRUARY 2013 @ingrid_spruitHOW TO ARTICULATE MESSAGES ON MULTIPLE ISSUES TO THE PUBLIC 24