• 00:01    |    
    Initial credits
  • 00:19    |    
  • 02:49    |    
    The process of strategic communications
  • 03:36    |    
    Planning of strategic communications
  • 04:07    |    
    Influence and persuasion
  • Use of hospital ships in humanitary missions
  • 06:48    |    
    Political proactivity
  • 09:08    |    
    Effective communication
  • 10:00    |    
    Six elements of a strategic plan
    • Background and analysis
    • Objectives
    • Audiences
    • Messages
      • Talking points
      • Questions and answers
    • Administration
    • Time table
    • Example
  • 20:40    |    
    The strategic communications of Hugo Chávez
  • 23:13    |    
    Communication issues
  • 24:10    |    
    Strategic communications regarding Guantanamo Bay
  • 26:33    |    
    General Stanley A. McChrystal's case
  • 31:05    |    
    Admiral William J. Fallon´s case
  • 31:38    |    
    Israeali strategic communications problem
  • 36:26    |    
    Question and answer period
    • What do you think the think tanks should practice in regards of their strategic communications strategy?
    • What do you recommend Latin Americans when addressing the media in terms of strategic communications?
    • What could be effective in regards of strategic communications and security in Latin and Central America?
    • In your opinion, what should be published in the media in a country like Guatemala that doesn't want to be informed?
    • How do you think a strategic communications plan could be elaborated in order for media, like the radio, to approach rural areas?
  • 45:34    |    
    Final credits

Strategic Communication

New Media  | 29 de junio de 2010  | Vistas: 29

About this video

In order to communicate effectively with different audiences, it is very important to learn how to eliminate barriers and transmit ideas correctly, in order to achieve desired goals.  In this conference, J.D. Gordon explains the importance of strategic communications in the interaction process with other people.  He describes the relevance of key components such as persuasion, influence, and proactivity in order to communicate effectively.  Gordon also explains the six most important elements to be considered when creating a strategic communications plan, such as the type of audiences being reached and the objectives to attain.  He also stresses on the significance of this strategy for institutions, Governments, politicians, and other public figures in their attempt to send a message or set an idea of a certain issue.

Versión en español Comunicación estratégica



Strategic Communication
J. D. Gordon

Business School Building, EN-601
Universidad Francisco Marroquín
Guatemala, June 29, 2010

New Media - UFM production.  Guatemala, July 2010
Translation: Gretel de Ippisch; camera: Joni Vasquez, Jorge Samayoa; digital editing: Mynor de León; index and synopsis: Sergio Bustamante; content reviser: Sofía Díaz, Daphne Ortiz; publication: Carlos Petz/Daphne Ortiz





J. D. Gordon is senior fellow at Center for Security Policy…


Nuestra misión es la enseñanza y difusión de los principios éticos, jurídicos y económicos de una sociedad de personas libres y responsables.

Universidad Francisco Marroquín