Communication Dynamics. This is the term I use for the message undercurrents and unnoticed processes that are always at work bringing about social and individual behavior changes. These changes become most observable in the aftermath of media and technology revolutions.
Media Revolutions. When television over took print as the dominant medium in society it changed the way families, politics, governments, education, religion, and even leadership work. Since then, digital technology and social media brought more changes… with both positive and negative consequences. And 24/7 cable news and a growing number of social media and Internet outlets produced even more changes… including consumer confusion caused by a daily deluge of information, opposing expert opinions , fake news, exaggerations, and lies.
Integrated Marketing for Institutions. The challenge these days is to cut through this information clutter and respond effectively to intense competition between institutions. At TCU, we combined the process tools of organizational communication and group dynamics, with the strategic planning tools of marketing, with the social media tools of digital technology, with the Internet-based tools of market research, to create a more sophisticated model for making ours and other institutions better understood. Powerful integration was achieved with group process and digital media, and differentiation was achieved by identifying really top programs, using focus groups to establish authentic brand identity, using exchange-of-values principles to set pricing, and providing unique campus and Internet experiences to shape a community. I wrote a series of books about what we learned, and you can find them at http://www.case.org/books
