new communication strategy requires a bold effort of
re-defining the market. Whether you are a market
leader or the second best competitor, an emerging actor
or a declining one, new threats are raising not only
from competitors, but from alternative ideas and decreasing
effectiveness of traditional marketing tools.
Who are you in competition with? Same industry? Similar
institutions? Are you threatened by media bashing or
media indifference? Yes, but that's not it. Yes but
that's not all. Yes, but there's more to take care of.
In fact you are in competition for a slice of your public's
attention. You are in competition for a slice of the
limited amount of time and interest your target group
is prepared to offer. You are in competition with all
the means (media, events, issues, people, organisations)
struggling to get the same attention.
Communication strategy is about building long term healthy