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Enabling a conversation
through texts and pictures
Roger Aeschbacher
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This is a commented version of a talk
given by Roger Aeschbacher at the
BioValley Stammtisch on Feb 16th. 2009
Roger Aeschbacher
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Do you ride the train?
Multiple colours, forms, text styles compete for attention.
This user interface is very confusing.
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Do you drive a car?
Dispersed colours, pictures, forms, texts compete for
attention. Grasping the information is demanding.
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A bus driver crashed into the tram!
Accidents may occur if drivers are confused by such
poorly designed traffic signs.
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The challenge with pictures
Pictures are not decoration. Pictures convey
tons of meanings.
Pictures must and willbe interpreted.
Absence of body language, tonality allows more
room for interpretation.
Very precise selection of pictures is needed.
Danger to use generalized or neutral images
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The challenge with texts
Texts must and willbe interpreted, too.
Science must be translated.
Words may have different meanings
Code words may dominate a whole discussion
and stick.
Danger: Inventing fake words or use more words.
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Texts and pictures affect each other
In a well designed communication instrument,
pictures and texts boost each other to help a
stakeholder understand all our intentions.
Roger Aeschbacher
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By using text and including iconic
images eliciting the intended meaning
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What to avoid with text and pictures
The next slides show some examples of
current advertisements
The pictures are snapshots of posters
displayed at the main train station in Basel
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Negative: Text only
Text states dry facts.
Power of pictures to elicit
emotions is not used.
Im informed, but what
should I do next?
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Negative: Picture is banal
Text is interesting, but
picture is trivial.
Picture doesnt boost
message of text.
Emotions not directed
towards the product.
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Negative: Text and picture are banal
Is yellow light?
Text/Typography is a
picture, too.
Conflict between typo and
picture.
Positive social context is
missing.
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Negative: Nice picture, nice text
Seems perfect, but
doesnt really convince.
Social context is weak.
Identification is
compromised.
Text is perfected,
streamlined but
doesnt touch you.
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Positive examples
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Positive examples
Reduced to maximum, but very precise.
Text evokes an image. Image is a text sign.
Text and picture boost each other.
Target audience adressed as social beings.
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Positive examples
Reduced to max.
Text and picture correspond excellently.
Target group depicted as social beings!
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Simple pictures and texts can be
used to define a whole brand
It appears, as if trivial pictures and simple textwere selected. Yet, elements are selected and
arranged very carefully. Text and picture boost
each other.
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Care for the relationship!
Above all. Caring for the relationship with your customer iskey to enabling conversation.
Brand invites you to become member of a group.
Brand offers comfort through real life picture, emotions,
social settings that are authentic
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PR in the Life Sciences
Classical challenges
Multiple audiences
Some highly informed audiences (e.g.
doctors, Swissmedic, etc.)
General public may be opinionated
Science and non-science compete
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Classical PR was simple
Max Bill:
Ordnung ist Schnheit
Stakeholders are known, have clear identity
Dependencies are obvious.
Interactions between players are well defined
and established. No big surprises in system.
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New challenges for Public Affairs
New media change interaction:
Public uses e.g. Wikipedia, may be well informed
All kinds of information available
People organize in virtual social networks
A person may be member of multiple networks
Opinions / knowledge spread in social networks
Every message is global and will stay in archive
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Today: Stakeholders are interdependent
Alexander Calder:
Untitled
Size, location and identity of
groups is difficult to be
defined at a given moment
Stakeholders appear fluid
Every disruption affects every
player in the system withouttime delay
Minor disturbances can
amplify easily
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How does this affect PR work today?
Distributing information is not enough.
Communication is an instrument, not the goal.
Conversation becomes ever more important.
You cannot avoid entering a conversation with
all your stakeholders anyway.
Steering the conversation is ever more
important.
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What is Conversation after all?
Originally: Communication while respecting the manners.
Solution-oriented exchange between stakeholders.
Caring for stakeholders by pro-actively shaping
the ever more dynamic communication process.
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Each communication instrument is a
chance to enable conversation
Carefully designed communication instruments
help to foster a conversation between stake-
holders.
Roger Aeschbacher
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Leading a conversation through text
and picture
Tell stories. Stories are remembered.
Use carefully selected code words.
Avoid fake words. Speak true and authentic.
Speak simple. Always.
Invest more in meta-communication. Explaining how
you come to a conclusion / what your opinion is. Make your position clear.
Invest more in the relationship with your stakeholders.
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New media change PR in the Life Sciences.
Enabling a conversation is key to overcome
major new challenges in public affairs. Each communication instrument offers the
chance to steer a conversation.
Text and pictures must be selected carefully.
Do a concept for conversation first. Include writers
and designers and media experts right from the start.
Take home messages
Benefit: Strong brand!
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Thank you for your attention.
Find more information under: www.skarema.com