The innovation-oriented communication‘s strategy planning of cultur e organizations

1. The innovation-oriented communication‘s strategy planning of cultureorganizations Edita Urbonavičienė Public relations specialist, Kaunas County Public Library

2. Innovationandcommunicationinthecultureorganizations

3. Creativityorinnovation?

4. Innovationgroups Based on Ališauskas, Karpavičius, Šeputienė (2005)

5. Thetypesofinnovation Based on Ališauskas, Karpavičius, Šeputienė (2005); Jakubavičius et al. (2008)

6. Innovationprocessmodel Based on Fitzgibbon (2001); Jakubavičius et al. (2008); Staškevičius (2004); Tidd, Bessant, Pavitt (2005)

7. Thecorefeaturesoftheinnovativeorganization • Decentralized (flattened) organizational structure; • Collaborative relationships (effective team working); • Organizational learning; • Extensive communication; • Creative organizational culture; • Market research. Cotterman et al. (2009); Fitzgibbon (2001); Jakubavičius et al. (2008); Tidd, Bessant, Pavitt (2005)

8. The main aims of communication in culture organizations • Public awareness; • Use of services; • Creation of educational materials; • Recruitment of volunteer workers; • Fund raising. Boyer (1997);Dolnicar, Irvine, Lazarevski (2008); Theaker (2004)

9. The role of communication in innovation management

10. The role of communication promotinginnovations It isimportantforinnovation: • Creativity oriented management (extrinsicmotivation); • Creativeself-management; • Flexibleorganizationalculture. Cotterman et al. (2009); Dagytė (2010); Jucevičius (1998); Robbins (2003); L‘Etang (2008)

11. The role of communication implementinginnovations • Ensure clear and consistent massages about the innovation; • Highlight the benefits and value to audience; • Invite to participate by providing comments and suggestions; • Empower others to act on the innovation; • Ensure the expectations the publics had of the innovation; • Limit misunderstandings and rumours that may damage innovation process. Barrett (2004); Davis (2007); Green (2007)

12. Importanttollscommunicatingtheinnovations Based on Barker, Gower (2010); Grunig (1997); Skiner, Von Essen, Mersham (2003)

13. Keyaudiencies Based onClutterbuck, Hirst (2002)

14. Thecoreelementsofchangecommunication Clutterbuck, Hirst (2002)

15. Innovation-orientedcommunicationprogramme Barrett (2004)

16. RESEARCH ·Background information (market situation, mission and vision of the organization, customers, etc.) ·Situation analysis ·Problem and potential harm PLANNING ·Campaign goal(s) ·Objectives ·Key publics ·Expected result ·Strategies ·Message design ·Tactics ·Calendar ·Budget IMPLEMENTING ·Evaluation criteria ·Evaluation tools EVALUATION Strategicplanningmatrixforeffectivecommunication Based on Oliver (2007); Patterson, Radtke (2009); Ulevičius (2006); Wilcox et al. (2007); Wilson (2001)

17. Top management of the organization Employees Communication management team Organizational communication research Competitors analysis Consumers survey Feedback capture Internal communication research Customers I. Research The innovative ideas pocket The system of idea generation and offering CREATING INNOVATION Change team Idea testing Organizational mission, vision Transformation of values Participation in decision-making Motivation system Staff training Assumptions implementing innovation Challenges of the values Setting goal and objectives Identifying target audiences Conducting the expected result II. Planning Installing values Connection to organizational foundation ORGANIZATIONAL CULTURE CHANGE COMMUNICATION STRATEGY Creation and improvement Connection to organizational foundation Communication Setting strategies Designing communication message Combining communication channels Creating tactical plan Staff involvement III. Implementing IMPLEMENTING INNOVATION Target audiences Evaluation criteria and tools Creating new communication approach and strategies IV. Evaluation Evaluation of the results THE GUIDELINE OF THE COMMUNICATION STRATEGY IMPROVEMENT Innovation-oriented communication’s strategy planincultureorganizations

18. Innovativepubliclibrary • The congress of the heads of the public libraries; • The meeting for the experts of the representative activities; • Live broadcasts and training for the employees of the libraries; • Live broadcasts and campaigns for the public.

19. The congress of the heads of the public libraries

20. Thetargetgroupsofthelibraries

21. The meeting for the experts of the representative activities The guidelines for the innovative public library

22. Live broadcasts and training for the employees of the libraries

23. Live broadcasts and campaigns for the public

24. The vision of Pasvalys Marius Katiliškis Public Library

25. The competition “Create a style for the modern librarian” The models offered by the participants of the competition

28. Organizing the 60thanniversaryin Kaunas County Public Library

30. Driving forces Resisting forces