In today’s society we have to deal with increasing polarization and fragmentation. And media and politicians unfortunately contribute to magnifying the differences. In the meantime, people are looking for something to hold on to in their safe bubbles and become unreachable. This makes it extremely difficult to find common values and interests.
What can communication professionals do about this? According to the Logeion TrendTeam, we have to look for similarities in the different perspectives. What meaning do people and organizations give to certain values or interests? Are there common values or moral boundaries that can provide direction?
Take a look outside more often
Too often a vision and starting point is determined from one’s own strategy. But sometimes that vision no longer fits, for example due to social unrest or because it no longer fits today. You can’t care less about what is said about your organization on social media. But you can also be aware of it and learn from it to make better policy. Jaap de Bruijn: “It is the moral duty of communication professionals to look outward, map out the sentiment and bring it in. Communication can make the difference by holding up a mirror to organizations.”
Look for those underlying values and those shared (or different) sentiments. Your ‘moral compass’ helps you choose the direction for your story or the start of the dialogue. And that can be done Business Development Directors Email Lists online (quantity), but offline you can really give stories a face (quality). So regularly bring a small group of people together and let them talk to administrators, decision-makers or entrepreneurs. These conversations provide a different picture for the directors and provide more depth.
Tips to get started with this trend
- Analyze and interpret beliefs, values, interests and motivations. Make a map of the force field.
- Work on the further development of newsrooms (with storylistening and storytelling). Both for pattern recognition and for branded content.
- Organize contradiction, if possible by bringing stakeholders in. ‘Live’ interaction has an impact that cannot be achieved online.
- Translate the core values (purpose) of the organization and the most important stakeholders into a communication compass for all communication employees and policy officers.
In other words: immerse yourself in the different perspectives, weigh the interests and values and offer and organize contradiction.
Trend 3. Trust through radical transparency
In reche government distrusts the citizen and
“The effect is a Catch-22 : mutual mistrust. Politicians, the government, organizations and companies are doing everything they can to curb the excesses of our risk society. And ironically, it makes them so opaque and inaccessible that people in turn lose trust.”
Show real leadership
It is therefore entirely right that Logeion’s third trend is about trust. We need administrators, politicians and entrepreneurs who do not focus on imaging, but on restoring the relationship. Show real leadership! Name dilemmas, be (ra