A points of departure (in policy and in professional development):
The first group wants to further develop their skills in producing communication products . This can be recognized by their need for sending, is focused on the outside world and media-oriented.
The second group wants to delve into organizing communication processes . This group can be recognized by a service-oriented, facilitating attitude, focused on the inner world (in relation to the outside world), and people-oriented.
Transparency is still often a threat
A to the first group, because it makes visible the (possible) contrast between external perception and internal reality.
For the second group, transparency contributes nicely to reputation, because customers can see for themselves that message and reality are congruent.
The first group looks back at the (closed) communication tradition around active senders with targeted messages oman phone number list to passive target groups.
The second group looks ahead to the changing (transparent) communication environment, in which the static roles of sender and receiver have become subordinate to the dynamics of interaction between people and between people and digital information sources.
In the communications sector there is now a division between old school and new school :
Old school is predominantly concerned with the appearance of closed organizations and systems
New school is concerned with the inner workings of transparent organizations and systems.
Interaction as a component in media orientation
In the media orientation, interaction is mainly about the cosmetic effect of movement. In addition, the activity of sending plays a prominent role in this orientation. Media as carriers of the message are translated here into ‘interactive’ media as carriers of the message. The purpose and essence of media (as instruments for sending) remain unchanged, as does the need for control over this. These activities determine ‘the’ communication. The central questions for this group are: “How do I atb directory reach my target group and how do I come across to the target group – with effects?”
Interaction as a component in human orientation
In a human orientation, interaction is about the process between . These respective people (and in a digital context also sunrise complaints champion far ahead of swisscom about the interaction between people and digital information sources). In addition to conventional communication media , participation tools have now also appeared for this purpose. These tools serve people in entering into interaction, for example to be able to give meaning to the changing internal and external environment together. Communicating as an activity is the subject, and the policy focuses on creating the preconditions for this.