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The persuasive 'brand' Communication TM

Posted: Mon Jan 06, 2025 6:34 am
by arzina221
Scrum masters are – despite their IT or technical education, background or work – communication process managers par excellence. Incidentally, many communication specialists have followed a different professional education than Communication and with their professional knowledge they displace people who only have communication (media) skills after a professional education. Scrummers facilitate the participants in the process and guide the interaction between and with them. As a phenomenon, they are at the other end of the communication spectrum than where media managers and 'persuasists' such as Van Ruler have been proclaiming their messages for years.

social media strategyCan hanging new persuasive curtains still conceal the deeper nature of the growing problems in Communication, as social media were recently able to do?
The relationships in media management and content production have now shifted drastically. These shifts have an irrevocable and unavoidable impact on the relevance of a series of old media activities, which formed the main part of 'communication tasks' - but which were once marketed under the 'brand' of communication. This impact is therefore deeper than the form and methodology. It is already expressed, among other things, in the growing dissatisfaction with communication (media) management, among HBO students, among others. The curricula for these courses are hardly changing in the meantime.

Bad forecasts
As long as the media foundation of the profession is not replaced by a communication foundation, the marketing of 'the' communication profession with new labels and labels such as 'the Reflective nigeria phone data Communication Scrum TM ' will continue to lead to the same outcome as all the new net curtains and curtains that were previously hung on the rails.
The real pain of the profession lies in the fact that it calls itself X, but is actually Y. This schizophrenic state concretely leads to the fact that HBOs Communication currently train for unemployment (projections by the ROA/UWV indicate that in 2016 of the 12,000 students of communication/journalism, only 2,000 (!) will also find work there). It is this painful state that needs to be addressed. How the solution is then marketed is a logical next step, but not a persuasive kick-off.

The first step towards change and real innovation of 'the' communication profession begins with the acceptance that communication is something different than media or marketing. And that most media activities, which used to be safely in the hands of media managers, have largely passed into social hands - and as a professional domain have thus been largely eroded.

I look forward to the next sprint in communication thinking.