BARUCH strategische communicatie

1
Using forces
The art of strategic communication
2
!whois Robbert Baruch

• Political Philosophy, Public Administration and
  Theology in Leiden and Jerusalem, 1989-1997
• Advertising (planning) and financial services
  (project and corporate communications) 1997-2002
• Baruch SCPA, 2002
• Part-time magician
• Father of 2 daughters

3
Agenda

• What is strategic communication?
• Why is it deployed?
• How is it deployed?
• By whom?

4
WHAT
5
What is Strategic Communication?
Communication is getting through to people
Strategy is using intelligence to get things done
Strategic communication is getting through to
people, with the intention of getting things
done, in an intelligent way

• people getting through getting things
  done intelligence

6
Strategic communication can be seen

• It can be about
• ideas (political) campaigns
• organisations lobby
• people spin-doctoring
• On a global, organisational, local or personal
  level
• Seldom on its own often as a part of
• strategic change processes
• issue, reputation- or crisismanagement
• PR/PA-routes
• other creative projects where people need to be
  influenced

7
WHY
8
The organisational pitfall
Plan
Implementation
misunderstandings
politics
incoherence
9
Managing communications

Evolution
Future
Managed communication
Current
Revolution
-

Unmanaged communication
work through politics, bring a coherent message
10
A question of strategic communication
The always pressing question , the political
question par excellence, of how to reconcile
order which is not oppression with freedom which
is not license. Leo Strauss Persecution and
the Art of Writing
11
HOW
12
Its about thinking and doing

• strategic communications need facts and meaning

13
The art of strategic communications

• create co-operation
• be pragmatic, realistic and flexible
• deliver
• remember whos the boss
• coffee, coffee, coffee

The art of strategic communication is delivering
added value to processes by managing
communication with stakeholders
14
A day in the life of...
15
WHO
16
A typical communication strategist

• Is...
• output driven
• entrepreneurial
• sensitive
• loyal
• intelligent
• sure of himself
• (most of the time)

Has... stamina a passion for politics a
strong stomache
17
A SC book- and videoshelve
18
Thank you for your attention

• SCPA
• strategische communicatie
• public affairs
• Plein 19a
• 2511 CS Den Haag
• The Netherlands
• 31-6-25056699
• baruch_at_baruch.nl

Baruch