category archive: Public Relations

7 Necessary Narratives for the New Digital Age

In the future, nearly everyone will be connected to the Internet and to each other, claim Jared Cohen and Eric Schmidt in The New Digital Age.

Mass connectivity will transform our relationships, our governments, our work, our bodies and the objects around us. But even these dramatic transformations will not change the fact that we are corporeal creatures, and that we will still live lives grounded in phnew digital agephysical circumstances, whether those are urban or rural, rich or poor, lucky or unlucky.

We will also come into the world with a set of inherited stories about who we are, what our lives mean, and what the future looks like. These stories will have the same universal threads they always have: we will still have stories of love, stories of family, stories that try reconcile life’s fundamental unfairness. But they will also fail in important ways to explain the transformations of our lives, and the new ways in which we will do old things.

We need new stories

We need new stories. Creating them is of necessity not only a collective task, but a transnational one. As we grow even more connected, we also grow more capable of exporting our ideas about who we are and what is important on others, wherever they are. Yesterday, two Nigeria-descended men hacked a third to death on a London street, and then stayed on the scene to tell how they saw themselves in a world at war: “We must fight them as they fight us.” As we grow more connected, and more willing to share our selves with others, maybe pernicious forms of shame—that universal emotion—will be knocked out, and we’ll be more healthy.

It all depends on how we decide to tell our future. Here are seven of the areas where we will need new stories in the new digital age, as described by Schmidt and Cohen.

 

7 Necessary Narratives for the New Digital Age

1. The Body

Both religion and science fiction have long dreamed of worlds in which humans transcend bodies, to become virtual souls. In the new digital world, however, we will shape our identities online but experience them in the physical world. How will we understand health and illness, and mortality, if we have the capacity to monitor our daily rhythms in minute ways?

2. Personal Identity

Schmidt and Cohen tell us that identity will be each of our most valuable commodity in the future, and that our true personal identity will be the one that we shape online.

How will we choose to tell our life stories and in what ways will the autobiographical form change in a world in which there is essentially no privacy? Where will we think our “real” self resides. Where will the associations with privacy as a space of intimacy, daydreaming, erasable exploration, unrecorded experimentation with who we are, in order to practice who we could be, relocate, when we have no privacy?

3. News

Our concepts of journalism and news reporting have already undergone dramatic changes; journalism has become in many ways a collective task that falls to professional reporters and citizens alike, and to groups and organizations that put out versions of the news that support particular causes or points of view.

As an increasing number of voices join in the journalistic task, the work of professional media will evolve. The media might become a trusted validator of unsubstantiated accounts, or an integrator of news from different kinds of sources. The value of objectivity may fade, while versions of what subjective news that maintains its integrity will emerge—this will be the new narrative of news.

4. Cybersecurity

Different forms of public security – whether they are in the arena of health, or counterterrorism, or child safety – operate according to different metaphors, storylines and images. Those around cyber-security may coalesce around metaphors of health and hygiene: we are told to practice “cyber-hygiene.

Schmidt and Cohen introduce Microsoft Chief Research and Strategy Officer, who has also recommended a “World Health Organization” for cyber-activity, and the practice of quarantining computers that have been infected with viruses. As Adriane Lapointe, a National Security Agency official has observed, the public health metaphor may serve as the basis for a meaningful public narrative:

Like any good metaphor, it invites us to consider illuminating similarities between two overtly dissimilar things—malware on the internet and infectious disease in a community—similarities that can lead us to reframe a familiar topic. It also identifies a policy precedent, reminding us that we do, as a society, recognize the need to impose some restrictions on individuals who involuntarily pose a certain kind of threat to others, and that we have a mechanism to do this which might be relevant to cybersecurity matters. Whether we ultimately decide that this mechanism or approach is appropriate to the cyber challenge, the metaphor has certainly helped to broaden thinking about the subject.

5. National Identity

The nation-state has been the bedrock of our civic identities for the last couple of centuries, and the idea that every nation deserves its own territorial state a driving narrative of the 20th century. But new diasporas resulting from increased migration, coupled with digital connectivity, are decoupling the nation from the state, creating virtual, de-territorialized nations.

How will a de-territorialized nation narrate its future? How will cultural practices that have been grounded in place be translated into practices of other place? Will other forms of bonding, such as investment in the home country, become a standard part of an individual’s narrative of their national identity? Will the idea of a relationship to a particular land wither for some communities, and if so, to what effect?

6. Dissident Leadership

There is much to protest in this world, and the low cost of entry to share dissident views will lead to a widening number of protestors seeking attention for their cause. Many of these causes will be worthy and compelling, so it is no longer enough to offer the platitude the most persuasive stories will gain our attention. Rather, we—the public that dissidents must win over-may begin to change the meta-story, or standards, by which we evaluate leaders and causes.

Schmidt and Cohen offer that dissident leaders likely to become popular will be able to: “command a following and crowd-source their online support,” will know how to exploit digital marketing tools, and will show their commitment by putting themselves at physical risk.

We can already guess that digital marketing skills are not the most important skills for someone seeking a leadership role in a dissident setting. We can use this recognition starting now to inoculate ourselves against easily accepting simply the most digitally skilled. We can ask, instead, what are the qualities—what is the story—of a leader who is likely to be successful, who understands the institutions they want to change, and lead that change on the ground as well as in virtual space.

7. Justice

Cameras in our smallest devices make it easy to record the human capacity for barbarism in its many forms. Violence, sexual assault, cruelty to animals, hate speech all find their way into digital form on a regular basis, easily arousing our instinctual repugnance. As Schmidt and Cohen observe, these recordings can become the basis for “crowd sourced justice,” which may take the form of mob retaliation, from harassment to violence.

But we could instead form new habits of collective responsibility—using our connectivity to make sure that those who commit bad acts are dealt with according to our legal precepts and best values, and to explore together how to deal with bad behavior at the community level. Which narrative, and which set of practices that prevail, depend on how we decide to narrate our opportunity to ‘crowd source justice,’ which behaviors we highlight and celebrate, and how we talk about what we see online.

Posted in: Books & Films, Intercultural Communication, International Politics, Marketing & Branding, Popular Culture, Public Relations Tags: , , , , , , ,

Intertextuality for Strategic Communication

The Power of Reference, Allusion and Quotation in Communication

Two recent films, Skyfall and Anna Karenina, are made more intensely meaningful by their intentional intertextuality-their incorporation of previous iterations and interpretations of the story they are themselves telling. Both offer insights into the ways communicators can benefit from the same kind of internal referentiality.

The Concept of Intertextuality

Literary and linguistic theorists began to work with the concept of intertextuality in the mid-1960s, when theorist Julia Kristeva coined the term. Scholarly definitions have proliferated and grown increasingly technical in the intervening half century. For our purposes, the following definition works just fine: Intertextuality means that texts – novels, paintings, films, but also tax codes and thank you letters –gain meaning not through their reference to an external reality, but by their reference to pre-existing other texts. Intertextuality is not a choice, but rather an inevitable by- product of creating, because we are always creating into already existing histories, discourses and ways of interpreting. These existing frames have already partly shaped what we will produce and how it will be recieved. An author or an artist may intend to give us something original, but they can’t, fully. We readers, in turn, never have direct access to a work, but can only get at it by making our way through its prior iterations and interpretations.

James Bond and Anna Karenina are among the most iconic popular texts in modern Western culture. The James Bond series, which is the longest-running film series in history, has given us the rules by which we define spy thrillers. Anna Karenina is no longer only the Leo Tolstoy novel, but also the dozens of derivative films, ballets, operas and musicals that have been created since the late 19th century.

Both are completely enmeshed in our everyday language — we think things about ourselves through the mesh of their expressions:“Bond, James Bond,” and “Shaken, not stirred,”are shorthand invocations of suave masculinity. “All happy families are alike, but each unhappy family is unhappy in its own way,” has become a catch-all syntax for describing the singularity of just about anything, including in statistics, where the “Anna Karenina principle” is applied to ecological and economic puzzles.

Semiotics professor Daniel Chandler explains the implications of intertextuality: Continue reading

Posted in: Books & Films, Intercultural Communication, Marketing & Branding, Narrative forms, Popular Culture, Public Relations, Strategic Communication Tags: , , , , , , ,

Measuring National Power

Has the Eurozone crisis led to a loss of European Union power?

Washington D.C. was even more full of diplomatic cars and dark suited men than usual this weekend, as the the World Bank and International Monetary Fund held their annual spring meetings. Historically dedicated to shoring up ‘developing’ regions, this year’s focus was on the Eurozone crisis, that ongoing ripple of effects from the near financial collapse of several EU countries.

Some policy makers think that the EU’s loss of economic power will reduce its power on other issues, as the New York Times has reported: Continue reading

Posted in: Crisis Management, Decision making, International Politics, Marketing & Branding, National Security, Politics and Policy, Public Diplomacy, Public Relations Tags: , , , , , ,

High Powered Collaboration, a New Narrative for Leaders: an Interview with Kare Anderson

Kare Anderson Coaches Leaders to Get from "Me to We"

Kare Anderson has been a leader in communication in virtually every medium there is for over 30 years. She is an Emmy-winning former Wall Street Journal and NBC reporter, the author of a number of books about conflict resolution and collaboration in business, and publishes the online newsletters Moving from Me to We and Say it Better.

Kare’s most powerful communications though, come through in her coaching. She has led issue teams for the Obama 2008 campaign, advised CEOs, professional athletes, and cause advocates. All seek to have their story heard in highly competitive environments.

When we met recently, I immediately knew I’d like to interview Kare about how she uses narrative in her practice. In our few minutes on the phone last week, she offered concise wisdom and specific strategies for using collaborative techniques to achieve preferred outcomes—no small feat in a complex, noisy world.

AZ: How does storytelling and narrative play a role in your coaching?


KA
: For me one of the most difficult things is that people instinctively talk about themselves. When they’re standing on the stage talking to their employees, they talk about their company; they don’t talk about what’s in it for the employees. Many times when people are trying to tell their story they miss the biggest part, which is to construct it so it’s a purposeful narrative-so that the listener can see a role for themselves, want to jump in, retell it and play a role in it. When I think about storytelling, it is to understand what a person most stands for, what they want to get across and how they can authentically discuss it with someone elsewhere that person wants to jump in. The instinct is for people to ask a question and revert it back to themselves. Even when they want something from someone else. Continue reading

Posted in: Crisis Management, Decision making, Intercultural Communication, Narrative and Cognition, Public Relations, Strategic Leadership Tags: , , , , , ,

Hurricane Irene News Coverage Pummels Viewers with Worst-Case Scenarios

http://commons.wikimedia.org/wiki/File:8.28.11IreneSunsetByLuigiNovi13.jpg

Union City, New Jersey, following Hurricane Irene's passage. Photographed by Luigi Novi under Creative Commons License

Turbocharged Reporting Underwhelmed Us

As we now know, the adrenalized coverage of Tropical Storm/Hurricane Irene as it traversed the U.S. East Coast overstated the risk of worst-case scenarios in a number of areas, like lower Manhattan and made them seem as if they were certain outcomes. In fact, hurricane modeling is not a perfectly predictive science. NOAA, the National Oceanic and Atmospheric Agency, is explicit about how its annual hurricane outlooks are probabilistic, which means that potential events simply have some likelihood of occurring (and, in fact, there were areas such as Vermont where the potential for damage was under-forecasted)

I know I wasn’t alone in sensing that much of the media coverage was over the top. My relatives and friends, especially those of us in areas where the worst-case scenarios being put forth didn’t live up to the reality ended up feeling dismissive and irritated and, if we were frightened, slightly humiliated that we had been so easily spooked. I’m sure we’ll all wonder next time whether we should follow authorities’ most stringent instructions about emergency preparation.

When events don’t arrive in the dramatically bad proportions we’ve been expecting, we as likely to tune out authorities or forget entirely that the drama at hand was destructive weather, like the Washington DC woman who reported feeling that the milder than expected storm “”was a bit of a let down.”

The Challenge Communicating Uncertainty

On the other hand, there were also areas in which the degree of potential damage was under-forecast, as in Vermont. Continue reading

Posted in: Crisis Management, Decision making, News and Journalism, Public Relations Tags: , , , , ,

Strategic Narrative Definition

There is no concrete thing in the world-like a granny smith apple, or a suspension bridge-to which the term “strategic narrative” refers. Nevertheless, there are an increasing number of mentions of this abstraction out there, which means that a shared definition is beginning to form in the collective minds of different groups, so perhaps we are due for a strategic narrative definition.

Existing literature and commentary, as per a Google search of the term, produces two different-if overlapping-definitions “strategic narrative.”

Strategic Narrative in International Relations

For one community, “strategic” refers to the original meaning of the term to refer to military and political objectives. In ancient Greek, “strategos” is a compound term that means commander or leader of an army. “Strategic” materials are items needed to prosecute a war. Strategy is a subdiscipline of military science that focuses on planning war.

As a result, a “strategic narrative” can be understood as the story that a nation must tell itself, and the world, to wage a war or to maintain its competitive advantage in the international system. This is what the term means in the widely circulating document, “A National Strategic Narrative, written by two members of the American military. Anne Marie Slaughter, who introduces the document, defines a strategic narrative in terms of the competitive interests of a nation.

A narrative is a story. A national strategic narrative must be a story that all Americans can understand and identify with in their own lives. America’s national story has always see-sawed between exceptionalism and universalism. We think that we are an exceptional nation, but a core part of that exceptionalism is a commitment to universal values – to the equality of all human beings not just within the borders of the United States, but around the world. We should thus embrace the rise of other nations when that rise is powered by expanded prosperity, opportunity, and dignity for their peoples.

In one definition, then, “strategic narrative” refers to the use of “narrative” as an element of (national) strategy. This definition can be used in other organizations grounded in developing strategy.

In other professional disciplines, however, the concept of narrative, rather than strategy, grounds the definition.

Strategic Narrative in Public Relations

In public relations and related communications fields, the concept of a vehicle that conveys a message or idea is basic. “Message” is a traditional way of referring to a communication vehicle, but whereas a message can be conveyed in a bullet point, a narrative-a story-requires action, and drama and engaging characters. The idea of narratives as a way of communicating with consumers, or voters, or other constituencies has become popular. There is an entire sub-field now called “narrative marketing,” in which PR firms try to drive business growth through a “story-based perspective” A Canadian firm called Narrative Advocacy Media uses the premise to guide their entire marketing, branding and PR practice.

A strategic narrative, for communication practitioners, is an organizational narrative that has been planned to convey strategically meaningful elements about the organization’s identity and intentions. Some firms use the term narrative without really meaning “story” but rather simply to mean a descriptive text that uses words, instead of numbers.

The national security and business and PR understanding of “strategic narrative” overlap in important ways. All of these disciplines understand that the stories we tell and enact-through processes and actions-in our lives as social, political, creatures, can either be random and unthought, or they can be strategic and we can map them to goals we would like to achieve, and create them as spaces to be shared with the publics and audiences we’d like to reach.

Posted in: International Politics, Marketing & Branding, National Security, Public Relations Tags: , , , , ,