WE OFFER COMMUNICATION SOLUTIONS FROM ATTENTION ECONOMY
Why communication solutions and what does it mean in practice?
According to our definition, communication is mainly serving the creation of common meaning. Our messages, wishes and feedback will reach the recipient only if we understand and trust each other. Therefore the creation of communication solutions is not only issuing of message and setting the target, but the achievement of actual results will depend on the experience and comprehension skill of the consultant. Our good colleague Raivo Palmaru has said: „All living creatures, including humans, are anything else than passive. People themselves and their deeds are not only caused by the environment and they do not react blindly to its changes. /—-/ An individual or a social system determines itself adaptation of the individual or social system. We are not wooden puppets on a stage of life, moved by ropes coming from the environment, and our cognitive apparatus is not a passive organ, which gets information from outside and reacts always correspondingly. /—-/ Social is not some set of people (Rousseau), activities (Mead and Parsons) or relations (Marx), but a communication system (Luhmann). This explains promptly the central role of communication in the society and possibilities of communication science as the tool for explanation and solution of problems.” In practice this means that we should not just produce (for example) press releases mechanically, but think of the impact of the entire communication work and preliminary attitude of target groups.
Why attention economy and what does it mean in practice?
Here I have been guided by the ideas of David Nordfors, who is convinced that without gaining attention it is not possible to start creating a common meaning space. Without attention, communication has no sense. In the opinion of Nordfors, communications managers and journalists are similar workers of attention economy, first of whom are serving organisations and people, while the others operate in the interest of the public. Basing on my own experience I can confirm that also communications managers cannot ensure high-quality work without following ethics and common benefit. Quoting his paper on attention in the sense of creating innovation: „Communication is vital, and that the different attention workers maintain the innovation ecosystem by brokering intangible assets, creating a shared language and setting the agenda for the future./—-/ In a full-fledged attention economy the goal is simply to get either enough attention or as much as possible. Recall now what I pointed out earlier: if you have a person’s full attention, you can get them to perform physical acts, ranging from moving their eyes to follow you, to raising their hands, to applauding, to bringing you a glass of water, to handing you a sandwich, or, as is not uncommon in the case of rock groupies or sports fans, having sex with you (to cite a notorious example).“ In practice, this means also inclusion of marketing activities in addition to regular PR tools. It should be noticed that gaining attention requires creativity, a message must be visible and distinct. NB! Not only attention in itself is important. An essential aspect is later change in the attitudes or behavior of the target group, but without arousing attention this is impossible.