Communicate with Impact

1. Communicate with Impact John L. Couper, Ph.D. Department of Journalism and Mass Communication KIMEP University September, 2012

2. The world of Communication • We are in “The Information Age” • Mass Media are central in Globalization • Most employers say communication is the number one skill they want • Communicate better by thinking better • Q: why is communication important to you?

3. Why I am in KIMEP • 24 years as a working journalist • Newspapers, magazines, TV, radio • Also PR and advertising • PhD from a leading journalism program • Belief in the region’s future • Respect for Kazakhstani students • Q: how can foreign profs help KIMEP?

4. 1. News • “News”: factual information selected, created, and sent through mass media • No facts can be complete or objective • We have to select and arrange information • Nobody can be truly objective • Q: what kinds of news interest you?

5. One student spends 500 unpaid hours mapping Kazakhstan • By Mike Wehner “Today in Tech” – Tue, Jul 26, 2011 • When 23-year-old University of Minnesota student Kyril Negoda hopped on Google Maps for a virtual vacation to his homeland of Kazakhstan, he found that the country was largely absent from the web's largest collection of maps. Being a tech-savvy graphic design student, Negoda simply couldn't let his former home remain in the virtual darkness any longer, and he set out to map as much of Kazakhstan as he could. • Negoda used Google Map Maker to provide the rest of the web with his intimate knowledge of the country, adding streets, villages, and important landmarks along the way. Utilizing his own original Kazakhstan maps as well as satellite imaging, Negoda estimates he has spent over 500 hours on the project, which he still works on, although not as intensely as before. • Some curmudgeons worry that the web is causing us to lose touch with the world around us, but Negoda's project is just one example of how technology is actually helping us explore places some never knew existed. • Q: What is valuable about this story ?

6. How Does News Matter? • Gives information we can’t get directly • Lets us select and interpret events • Lets us talk about shared facts • Supports commercial and social interests • Helps us understand the world • Make new connections based on facts • Q: What does news do for you?

7. Western and Russian News • Every society sees news differently • In theory, • Russian supports power and institutions • Western challenges them • In reality, both can be propaganda • Political, commercial, institutional • Western focuses much more on audience • Q: which kind do you prefer, and why?

8. Kinds of News • Hard • Recent events, direct writing, uses a formula • Soft • Any time, humanistic, more creative • Feature • Descriptive, experiential, exploratory • Analytical • Explanatory, asks and answers a question • Q: Which do you read most and why?

9. Why Learn to Report/Edit? • Best way to get key communication skills • To learn and interact in the world • And support the best changes in KZ • Enjoyable but high-pressure • Teaches us to investigate and analyze • Q: how is communication important for your parents in their work?

10. Journalism that Works • Focus: decides what to emphasize, links • Relevance: meaningful for audience • Quotes: gives expert perspective • Balance: lets audience decide • Levels of ideas: details, concepts, categories • Clear and well-built writing

11. Journalism in Kazakhstan • Relatively open, but not very • Strong government control • Poor ratings on Transparency and E.U. analyses • Follows “unity and development” model • Strong connection with PR and value to business • Moderately trusted by citizens • Low levels of respect, pay, and support • Still offers important alternatives • Q: what about this appeals/doesn’t to you?

12. 2. Public Relations • Based on interpersonal communication • Improving connections with key groups • Increases awareness, trust, respect, liking • Seen as part of marketing and news • These ideas are rejected in the West • Only important through competition • Monopolies don’t need to care about attitudes

13. How PR Works • Decide on a “target public” (audience) • Publicize the organization’s existence • Encourage social connections • Persuade the public of a “better” attitude • Using their language and culture • Use a memorable image or phrase • Q: how do you use PR with a teacher?

14. PR and Advertising • These have similar goals • But very different ways to reach them • Advertising wants quick behavior • “buy me now!” • PR want gradual attitude change • “think about and trust me… please!” • Q: Which is better for final success?

15. Understanding is Central • PR, marketing, ad success depend on • Good info on the current situation • Clever targeting based on that info • Good understanding of the target audience • Clear, relevant, credible, current • Well-managed “campaign” actions • Creative solutions to communication problems • Good teamwork

16. Role of PR in KZ • Increase regard for • Individual organizations • Institutions in general • Life in Kazakhstan • Increase sales and the economy • Get a competitive advantage • Work with international organizations • Q: what do you think about PR here?

17. What is Professional Communication? • Taking chances • This is how we learn and “stand out” • Commitment to the community • Honesty, consistency, ethics • Commitment to skills • Constantly improve and update • Commitment to professionalism • “Put your work above your convenience”

18. Thank You… • …for your attention. • To reward your interest, • we will now have a fun little quiz! • Feel free to contact me and talk • couperjohn@hotmail.com