Foresight and talent engagement: strategies at the network

October 16, 2016 § Leave a comment

The Master in Strategic Communication 2016-17 at URV started talking about on-line marketing on the social networks. Added to the focus on political, institutional and political communication, we are consistently working in the fields of on-line communication and social media. There is a  path to walk on this and teachers and students believe that there are true professional opportunities to cover. Most of the businesses and institutions around our region are lacking of a convincing on-line strategy. Sometimes, this deficit is mistakenly covered by an internship holder, too often poorly trained at the organization, who is “taking care of our Facebook and Twitter”.

img_3080Added to this, we assist to the proliferation of courses and even masters for “community managers”. Does it make sense to instruct someone in “community managing” like a specialization or something detached from the overall communication strategy of an organization, a corporation, a political party? My impression is that the “lucky” label is attracting more attention than the deserved. Community managing should be embedded in a global communication strategy which takes in account who we are, what we are looking for, and how are we going to achieve it. Thus, our communication plan, our reputation strategy, our CRM, etc. must take in account at any moment our action at social networks. Consistently to this, we should not treat the networks isolated, as something particularly special, but any communication strategy should include them in the analysis and management.

The conference delivered by Juan A. Robles, co-founder and VP Customer Success at Adsmurai, was really engaging and highlighted several issues that made me think about how on-line communication companies are trying to adapt to the uncertainty and speed demanded by the networks. I printed two keywords in my mind: talent and adaptation (which implies foresight). Talent! Yes, unfortunately one of the more battered aspects in our business culture. Talent is undervalued, and underpaid. Taking care of our most valuable workers is fundamental, specially for an effective strategy at the networks: fastest on-line processes, reaction abilities, and foresighting followers’ response do need talented professionals. And adaptation! That is our capacity to change and requires a constant reviewing of our plans and well-informed and continuous diagnosis.

The added value of future professionals will not be in knowing where the share button is or how to launch the next photo gallery, but to adequately manage all communication tools and platforms (which today are networked) as true strategists. For this, a master is much more meaninful.

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Pictures taken by Helle Kettner

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A great issue (5.1!) is coming

April 11, 2013 § 3 Comments

We are about to see the next issue of the Catalan Journal of Communication and Cultural Studies. It will start the fifth volume and is containing eight articles and eight book reviews.

This issue is counting with a research on the news report during the Catalan elections in 2010. Nereida Carrillo (Universitat Rovira i Virgili) and Carme Ferré-Pavia (Universitat Autònoma de Barcelona) are opening with a research work on how news combined entertainment elements and presented a hybridization of genres. Political actors and language uses of media are inquired in order to develop a debate on infotainment and electoral communication.

This article is followed by Elena Oroz (Universitat Rovira i Virgili) studies on early Francoist propaganda documentaries. Oroz offer an insightful text on the documentaries produced by the Sección Femenina at the end of the Civil War (1939) and during the early Francoism (1944). The comparative analysis reveals the changes that occurred in the discourses and images offered about feminity and the role of the women in the Movimiento.

Next work is the one signed by Núria Araüna, Iolanda Tortajada and Arantxa Capdevila (Universitat Rovira i Virgili) about the analysis of the Spanish fiction serial Sin tetas no hay paraíso (STNP). The researchers studied the affective and sexual relationship in the series and realised several focus groups among youngsters to see how they identified with the story and the characters. The authors develop an argument to explain how characters cruelty is not incompatible with the sense of “cool”.

The issue follows with the article of Brian Smith (Purdue University) on the public relation profession in Spain and the adaptation of Grunnig paradigm on excellence. The author extracts some interesting results from a set of interviews with public relation managers about the influence of USA sector on the Spanish professional practices.

The Articles’ section is closed with two added texts. The first is the one of Dimitri Prandner (University of Salzburg) about the presence of young female journalists in Austria and the difference in their role and work conditions regarding their male colleagues. The second is a suggesting text from Isabel Simões about the media coverage of the royal wedding of Prince Charles and Camilla Parker Bowles. The author analyses the dual process of mediation: the staging of the ceremony and the discursive representations.

Altheide’s thoughts

We are proud to have in this issue the presence of David Altheide‘s (Arizona State University) article ‘Shielding Risk’. This text is an approach to risk communication, media and society, exploring concepts like media logic, politics of fear and surveillance society. The article, which we are sure will became a key text in the field, is included in the Gateway section, as it is extracted from the conference which Altheide gave in 2012 in the Universitat Rovira i Virgili during the 3rd Congress of the Spanish Association of Communication Research. In a feedback with the author he stated: “This paper was written a year before the massacre at Newtown, Ct., but the public debates about gun control are good examples of the efforts to shield risk”.

The issue is completed with a Viewpoint research note from Alexander Dhoest and Sara Bastianesens (University of Antwerp) about how Belgian press reports on Catalonia. They did an interesting content analysis on topics and a discourse approach to the coverage of Catalonia in a country, Belgium, which is also crossing in-dept political struggles involving identity issues.

Finally, this issue is enriched with a set of eight book review in which several authors offer their commentary on new titles on media theory, race representation, journalism, political communication and transnational fictions. Among the authors: Joaquim M. Puyal, Guillermo Orozco and Maria Immacolata Vassalo or Manuel Palacio.

All in all, I see with satisfaction the issue which will be the first stone of a volume that we will complete with a special issue on food and communication, which is already in reviewing.

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