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Interactive strategic communications – information and knowledge aspects by Rusi Marinov The book „Interactive strategic communication – information and knowledge“ reviews the role of the new interactive media and how it supports the technological platforms of knowledge management and strategy. We are describing the problems and challenges to the society and organizations for developing new approaches to the communications knowledge and using effectively a new interactive technology as well as social networks, tagging, second life, web 2.0, web 3,0, interactive mapping and semantic structures. Interactive communication provides a relatively high degree of flexibility, which in turn allows the user to have a high degree of control over the technology and the communication that takes place via the new interactive technologies in the conception of knowledge management. This book explores the tendencies of interactive communication development and knowledge management. It focused on the new interactive technologies as well as social networking, web 2.0, web 3.0, SEO, semantic networks, active worlds, immersive object an how can using in the knowledge management practice. This study represents methodologically a new way of looking at the interactive media and communications and their characteristics.


Chapter one „Strategic interactive communications“ describes basic principles of strategic communications, new social media and professional networking. Chapter two „Strategic communication and information competence“ establishes information and networking problems of digital and e-competence; Chapter three „Knowledge management-interactive approach and communications“ analyzing European and International best practice of interactive knowledge communication and basic problem s in this area. In this research we review the role of interactive media and communications to define and solving global and complex problems that affected the European space. The European commission in 2009 develops a new platform for content management „Creative Content in a European Digital Single Market: Challenges for the Future“. Digital technologies bring a number of changes to the way creative content is created, exploited and distributed. New content is being created by traditional players such as authors, producers, publishers; but user-created content is playing a new and important role, alongside professionally produced content. The co-existence of these two types of content needs a framework designed to guarantee both freedom of expression and an appropriate remuneration for professional creators, who continue to play an essential role for cultural diversity. As far as rights management, exploitation and distribution are concerned, traditional practices for licensing rights are not always adapted to digital distribution. Digital technologies bring new actors and new roles into the value chain. Previously separate services are converging, thus radically changing conditions for the distribution of creative content, bringing in its wake the integration of mobile operators, internet service providers (ISPs), telecom companies, broadband technology companies, websites, online shops, online rights aggregators and social networking platforms. Making professionally produced creative content available online is proving to be a high-risk business, because of market fragmentation, high development and production costs and the need to fund as yet unprofitable new services from the declining


revenue streams of „traditional“ analogue and physical distribution. Different trends and considerable challenges arise depending on the type of digital content. The objective of European Digital Agenda is creating in Europe a modern, pro-competitive, and consumer-friendly legal framework for a genuine Single Market for Creative Content Online, in particular by: • creating a favorable environment in the digital world for creators and right holders, by ensuring appropriate remuneration for their creative works, as well as for a culturally diverse European market; • encouraging the provision of attractive legal offers to consumers with transparent pricing and terms of use, thereby facilitating users’ access to a wide range of content through digital networks anywhere and at any time; • promoting a level playing field for new business models and innovative solutions for the distribution of creative content. In this book we are describing the problems and challenges to the modern society and organizations for developing new approaches to the communication media and using effectively the new interactive technology as well as social networks, tagging, semantic approaches, information agents, Data web, interactive mapping for sharing knowledge and ideas about potential problems and their threats to the citizens. It is a well known situation that the XXI century society is facing an increasing series of complex problems. In this case interactive communications play key role to analyze problems and planning activities to limit the unexpected effects on the people. New media characteristics: • interactivity; • using dynamic content; • open to share ideas; • mobile; • usability; • creating new ideas; • new technologies is not a threat, but rather an opportunity; • communication problems must be define with cooperative


participation; • using contemporary communication models; • developing conceptions and ideas. The interactive communication means generating meaning through the exchange ideas using a series of modern means of transmission of data and implementing a combination of electronic processes. Interactive communication ensures active participation of people and those employees who usually do not express openly their ideas. A similar type of communication destroys monopoly on content, controlled by traditional media. When choosing a form of interactive training is a necessary: • to take into account the characteristics, conditions and the label of conduct typical set up for interactive media; • to make a selection processes, appropriate for the purposes of training; • to seek active contacts and interaction with virtual communities, with close to our interests. During the interactive communications in the course of training to use the following techniques: • orientation to a wide range of tools for creating content / text, voice, video, images, photos, so as to strengthen the influence of media on the environment; • timing of the models to be comfortable, accessible, close to the students; • to hearing each other, seeking understanding, promoting the process of generating ideas and full sharing of information on risk problem. Interactive training can be based on the synchronized and a-synchronized communication, and includes electronic correspondence;list of electronic addresses, group interaction in virtual places of knowledge, using a hat rooms; interactive video conferences; audio communication; interaction through simulation and modeling processes. You'll note that the technology itself does not alter the fundamental principles for high quality training. The educational process depends on other fundamental factors such as pre-training of students and their teachers, social environment,


attitudes towards the process of training, introduced universal and humane principles in the educational process. It can be argued that interactive communication and in particular interactive training added new dimensions to educational methods. Encouraging communication, using expressive digital images; important acquire the design of relevant, adequate context of on-line environment for adoption of knowledge on prevention of risks. The appendix include interactive knowledge and content management practice of European Union, Yahoo, Ning, Drace and Europe 2020 Strategy Euronews


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