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Communication
in 2014 and beyond
!
Few thoughts from

Communication Strategist

perspective
Zigurds Zaķis
!
@zz_zigurds
www.ZigurdsZakis.lv
!
Club of Venice
Riga, 05/06/2014
Society
Media
Communication
Culture
Creativity
Politics
Economy
Business
Work
Healthcare
Education
4th technological revolution: 

digital tools and platforms are fundamentally changing:
Fundamental changes , 

not just another media channel
EU has all the preconditions to take the lead globaly

and to benefit most!
1.One-directional communication ➾
http://www.flickr.com/photos/georgeaugustine/2116513291/
1. ➾ ➾ ➾ Conversations
Abundance of information

Fragmentation2.
Ignore anything, 

that is not interesting or valuable for me
Information
campaings
3. Social Networks
Platforms for
!
listening
getting know more
conversations
cooperation
sharing
solving
entertaining*
telling stories*
informing*
building relationships
creating value
organizing groups
Social networks: think platforms, not media
4. Video
@zz_zigurds
R.I.P.	
  Press	
  Realase	
  (19xx	
  -­‐	
  2008)
Text -> Interactivity -> Video
4 screens, different roles, 

1000 new opportunities
5. Mobility
Their mobility, no just mobile phone
For us: Delivering 4W:
✦ What they want ✦
✦ When they want ✦
✦ Where they want ✦
✦ How they Want ✦

+
For them: 

Powerful Communication Tool
June, 2007
How

to approach it?
Every 

campaign is
integrated 

campaign
Strategy to

Communications strategy & role
!
Campaing architecture
Synergies / Consistence
!
Real time (24/7)
Open ended
1
2Brutal Simplicity
The essence of great 

campaign is to sacrifice. 

Our job is to simplify
140 characters vs. a speech
A system of ideas
“Designer (marketer) is master storyteller 

whose skill is measured by his or her ability 

to craft a compelling, consistent and believable narrative”
!
“Change by Design” Tim Brown, IDEO
Story,

not information, 

in the center
3
Using all senses

Multi-media
Visual Storytelling

“Pictures speaks louder 

than words”

(slideshows, video, audio)
Aesthetics
Interactivity
Variety of formats 

now deliverable 

through most of devices

our people use
Creating experiences, not just bringing more information

4
Creating value
!
!
!
!
= making their lives easier/better5 For people (for him/her!)
For society
For country
For the World
Insights —> Designing Services
"Digital services so good people prefer to use them"
http://gov.co.uk
“It’s not what you say
that matters, it’s what you do”
… but don't forget to tell the story
5 Initiatives > Campaigns
Code of Conduct / Guiding Principles
The role
of PR
http://www.flickr.com/photos/sdasmarchives/8091833204/sizes/o/
PR
March 1, 2014 

16:00
Communication (PR) 2014:
A War (Propoganda War)
How do you do the right thing on a battlefield?
Train yourself
to be the person
you want to be
Social "media" data centers
!
Dynamic, open-ended

communication
Permanent, 24/7
Superbowl. 2014
Gatorade, 2010
PR = Public + Relations
Communication PROFESSIONAL today
My Blog (LV): http://www.zigurdszakis.lv
Twitter: @zz_zigurds
Q&A?

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Communication in 2014 and beyond