F7-12·F7 — Communications Strategy
Integration: the communicator
The productive tension
ALL the false dichotomies of F7, synthesised
The synthesis
Every false dichotomy from F7-01 through F7-11 is laid out, the evidence for both sides is summarised, and the Both/And synthesis is presented as a coherent communications strategy philosophy. The Communicator does not choose between brand and activation, creative and media, emotion and information, digital and traditional, art and science. They hold the tensions, make them productive, and deploy them in sequence. This is the lecture that turns knowledge into a point of view.
Learning objectives
- →Synthesise all communications strategy models into a coherent framework
- →Identify and dismantle the core false dichotomies in communications
- →Apply the Communications Framework to a real-world scenario
- →Articulate the connections between F7 and adjacent modules (F5, F8)
- →Develop a personal communications philosophy grounded in evidence
- →Defend the position against both pure-play and conventional challenges
Members only
This lecture is part of a paid plan
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