by Jennifer Lewis (France)
Under the theme of the Barcelona architect, Gaudi, and his colorful mosaics, 100 communicators gathered for two days to explore innovation through communications. The Eurocomm Conference speakers successfully challenged the international audience to consider everything from training scientists as communicators to using a party metaphor for social networking.
The audience heard from award winners, a philosopher, agency leaders, good old practitioners and even a musician. Tales of audience segmentation, blogs gone right and wrong, how to make managers accountable for cascading and using the brand to teach consumers how to buy all found welcoming ears.
Change communications, affecting nearly 100% of attendees, was rounded off with a simple measurement criterion suggestion by UK speaker Russell Grossman. Why not just target the day when employees look back and say, “I can’t believe we ever did it like that?”
Lots of networking opportunities were built into the agenda and Spanish tapas refreshments lured everyone to the table. La Salle University served as a gracious host and involved the next generation of communicators as volunteers to take our coats and direct us on campus.
A number of presentations helped us think about old and new definitions. Communications is based on the Latin- to share. Branding has its roots in burning- originally to prevent theft of animals. Followership should be people’s response to good leadership. Lastly, what’s a Buzz Director? That’s the employee who guards the CEO’s reputation on-line and off.
This article first appeared in the IABC Europe/ Middle East newsletter