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    « 11.11am on 11th of the 11th, 2011 | Main | The Integrated Digital Plan »

    November 11, 2011



    read it a couple of weeks ago and forgot to comment: outstanding article Rowan, congratulations!
    An additional comment about a point you touched in a couple of bullets but that I expected to be more present: the cultural difference between the “foreigner” and the “local”, or the “publisher” and its “target”.
    And I say this because in the foreign affairs field I feel the cultural difference is sometimes underestimated (or maybe forgot on purpose). But in the digital strategy world it's even more fundamental to understand how "the target" is behaving (through listening).
    And what generates this increased importance, in my view, is the fact that in the digital social network people are at the same level! Or at least the gap between them is much smaller. Single people have the power to reach and be heard by big corporations, politicians, “famous” people, etc.
    This is a huge value that I hope will not cease to exist and will demand “broadcasters” to be much more selective.

    Rowan Hetherington

    Hi Tiago, first thank you for reading and for your comment - very insightful.

    If you're in a global org / working or tailoring communications cross cultures, then I agree, the ability to listen and build rapport across cultures is critical. (You might have seen some of the country digital landscapes developed within IBM?)

    The second part to this is listening and building rapport with the specific constituency (group of people defined by common interest / belief / ambition). that's covered above and in my post on 'Building Constituency'.

    I agree the redistribution of power to the people is one of the changes in the external communications environment which necessitates these new communications and leadership approaches - and the increased importance of building rapport and tailoring communications to the culture and constituency!

    Thanks again Tiago.

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