edita urbonavičienė public relations specialist, kaunas county public library
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Edita UrbonavičienėPublic relations specialist,
Kaunas County Public Library
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Based on Ališauskas, Karpavičius, Šeputienė (2005)4
Based on Ališauskas, Karpavičius, Šeputienė (2005); Jakubavičius et al. (2008)
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Based on Fitzgibbon (2001); Jakubavičius et al. (2008); Staškevičius (2004); Tidd, Bessant, Pavitt
(2005)6
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)
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Public awareness; Use of services; Creation of educational materials; Recruitment of volunteer workers; Fund raising.
Boyer (1997); Dolnicar, Irvine, Lazarevski (2008); Theaker (2004)
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It is important for innovation:Creativity oriented management (extrinsic motivation);Creative self-management;Flexible organizational culture.
Cotterman et al. (2009); Dagytė (2010); Jucevičius (1998); Robbins (2003); L‘Etang (2008)
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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)11
Based on Barker, Gower (2010); Grunig (1997); Skiner, Von Essen, Mersham (2003) 12
Based on Clutterbuck, Hirst (2002)13
Clutterbuck, Hirst (2002)14
Barrett (2004)15
Based on Oliver (2007); Patterson, Radtke (2009); Ulevičius (2006); Wilcox et al. (2007); Wilson (2001)
EVALUATION
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
IMPLEMENTING
·Strategies·Message design·Tactics·Calendar·Budget
·Evaluation criteria·Evaluation tools
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I. Research
II. Planning
III. Implementing
IV. Evaluation
Organizational mission, vision
CREATING INNOVATION
Top management of the organization
Communication management team
Organizational communication researchCompetitors analysisConsumers surveyFeedback capture
Employees
Internal communication research
ORGANIZATIONAL CULTURE CHANGE
IMPLEMENTING INNOVATION
Connection to organizational foundationCommunication
Staff involvement
The system of idea generation and offering
Transformation of valuesParticipation in decision-makingMotivation systemStaff training
The innovative ideas pocket
Idea testing
Customers
COMMUNICATION STRATEGY
Setting goal and objectives
Identifying target audiences
Conducting the expected result
Setting strategiesDesigning communication message
Combining communication channelsCreating tactical plan
Connection to organizational foundation
Evaluation of the results
Evaluation criteria and tools
THE GUIDELINE OF THE COMMUNICATION STRATEGY IMPROVEMENT
Challenges of the values
Creation and improvement
Assumptions implementing innovation
Change team
Installing values
Target audiences
Creating new communication approach and strategies
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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.
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The guidelines for the innovative public library
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The vision of Pasvalys Marius Katiliškis Public Library
The models offered by the participants of the competition
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Driving forces Resisting forces
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