The persuasive 'brand' Communication TM

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Challenge
armed_consumerInteraction has been the major challenge in persuasive media management for many years, which is often referred to as 'the communication profession' - but it is not. In media management, the focus has traditionally been on message and form. Messages are pre-sharpened and polished so that they can be cherished by the recipient like glittering pearls. Using media messages to direct knowledge, attitude and behaviour (among recipients) has been set in stone in media thinking for decades. It requires absolute control and direction from the formal sender. This direction is usually laid down in advance in what is usually called a 'communication plan', but often is not. As such, this form of communication is not easy to reconcile with interaction, dialogue and socialisation of meaning-making.

In short, many key elements in classical persuasive models have been radically innovated by web developments over the past fifteen years, and especially the past five years.

Reflective scrum
Van Ruler's new communication product has not only been provided with ' TM ', a persuasive fence within the large scrum field, but also with 'reflective'. 'Reflective Communication Scrum TM ', in other words. That does indeed sound fantastic and more beautifully framed than just 'scrum'. However, working according to the scrum model actually involves iterative working . This means that you mark a global end goal in advance, but that the path to it can be - and is - adjusted along the way. In software development, partial products are delivered via so-called sprints. These are continuously evaluated. Based on evaluations, it is determined in consultation what needs to be done in subsequent sprints. For each sprint, it can be measured how much time has been invested and what workload was involved. In this way, you can make reasonable estimates of upcoming sprints based on a series of sprints. (By the way, all this works on paper - in practice, it is often not on paper.)

The essence of Scrum is to reflect in between. Scrum is reflection. In short, 'reflective scrum' may sound nice in a persuasive sense. It is a pleonasm. That communicates as messy as white oman phone data snow. For that reason too, TM is not convincing .

Scrum_LabelledTaskBoard


Scrum masters are – despite their IT or technical education, background or work – communication process managers par excellence. Incidentally, many communication specialists have followed a different professional education than Communication and with their professional knowledge they displace people who only have communication (media) skills after a professional education. Scrummers facilitate the participants in the process and guide the interaction between and with them. As a phenomenon, they are at the other end of the communication spectrum than where media managers and 'persuasists' such as Van Ruler have been proclaiming their messages for years.

social media strategyCan hanging new persuasive curtains still conceal the deeper nature of the growing problems in Communication, as social media were recently able to do.