MEGATRENDS AND MEDIA

MEGATRENDS AND MEDIA
meet the challenge of authenticity two important dimensions need to
be fulilled in communication function leadership role. The irst is the
deinition and activation of organisational character, its unique identity,
purpose, mission, values. Activation is an ongoing process ensuring that
the civil society organisation behaves in a manner consistent with its
stated character.
The second dimension is building advocacy at scale. There are billions
of individuals out there who can share ideas and opinions and organise
to act. The importance of this is crucial for civil society organisation not
so much because of the power of sophisticated technology that enables
these billions of stakeholders to communicate among themselves and
organise for action, but because of the reasons why they would do that
and what they would decide to do. If they are witnessing the consistency
of organisational character and are convinced of civil society organisation
authenticity they are motivated to become its advocates. It is therefore
not only about engaging public but about engaging individuals, not only
to impact their attitudes and therefore behaviours, but to inspire them to
action and genuine advocacy on behalf of the civil society organisation.
Sounds almost like the science iction or distant future, but in fact, that is
exactly what is happening as we write, millions of people are exchanging
opinions about civil society organisations and advocating them further,
becoming advocates, or, becoming the enemy, because it works the other
way too. Implications for the communication function are multiple
and the Building Belief model develops process at operational level
elaborating on the fundament of inspiring belief which leads to action
and advocacy at scale which then again further inspires belief as shown
in the model bellow.
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