Tutorial for leadership teams of ITU-T study groups,
TSAG, tariff groups and focus groups
Standard Communications
Toby Johnson
Communications Officer,
Telecommunication Standardization
Bureau, ITU
Geneva, 15-16 December 2008
Communications Breakdown
“There are some things
customers probably don’t need
to watch being made: The one
we know about is sausage. The
other is standards.”
David Coursey, Executive
Editor, ZDNet
Tutorial for SG & TSAG leadership teams
Geneva, 15-16 December 2008
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Messaging
Without standards you couldn’t
make a telephone call from one
side of the world to another.
Without standards the
Internet wouldn’t function.
Standards connect the
world…
Tutorial for SG & TSAG leadership teams
Geneva, 15-16 December 2008
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Who are we talking to?
Audience
A message that’s appropriate for one audience
may not be appropriate for another
The minutiae of the standards making process
is about as interesting to most people as
making sausages
…but to others it’s key
Stakeholders
Many people’s messages and interests to be
taken into account
Tutorial for SG & TSAG leadership teams
Geneva, 15-16 December 2008
4
Media outreach
Media
Print
Press
releases
Pro-active
Broadcast
Press
releases
Tutorial for SG & TSAG leadership teams
Geneva, 15-16 December 2008
Pro-active
Internet
Press
releases
Newslog
Pro-active
5
Media in context
Journalists are human beings
They dislike marketing jargon,
too much technical detail
Different types of media
Specialist
Trade focused
National/Business
Focused on issues, powerful, often non-specialist
Online
News driven, information hungry
Regional
Focused on local news, issues
Tutorial for SG & TSAG leadership teams
Geneva, 15-16 December 2008
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ITU-T has recently significantly
updated its website …
New homepage and site wide template
100+ pages translated into six languages
New pages for those new to ITU-T
Newsfeed number one
entry point to ITU-T web
e-flash 3000 subscribers
Tutorial for SG & TSAG leadership teams
Geneva, 15-16 December 2008
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… upped use of web 2.0
technologies …
ITU-T and Wikipedia. Many entries updated
Newsfeeds picked up in
media all around the world
Social bookmarking
ITU YouTube channel
Tutorial for SG & TSAG leadership teams
Geneva, 15-16 December 2008
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… and feeds the press
Press Lunch, London
June 2008 –
Journalists from:
Led directly to BBC world
service interview
(and other coverage)
Tutorial for SG & TSAG leadership teams
Geneva, 15-16 December 2008
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Academic
outreach
Workshops
Academia
Media
Kaleidoscope
Tutorial for SG & TSAG leadership teams
Geneva, 15-16 December 2008
Web
Printed
collateral
Technology
Watch
10
ITU-T uses traditional
communications tools …
Tutorial for SG & TSAG leadership teams
Geneva, 15-16 December 2008
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Outreach to
developing
nations
Workshops
Focus Groups
Developing
countries
Media
Web
Printed
collateral
Remote
participation
Tutorial for SG & TSAG leadership teams
Geneva, 15-16 December 2008
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Sarah, in Paris, copies a video clip encoded with ITU standards for video
compression to her computer
H.264/AVC is the first
truly scalable video
Access: passive optical
codec, for use in high
networks
(PONs)
Via broadband, standardizeddefinition
by ITU,
Sarah
TV touploads the
video to the server of her favorite
video-sharingand
site
videoconferencing
Security: X.509 is a key
3G mobile multimedia
standard
for electronic
Most cable
modems
are
Next
Generation
ITU Standards
inbuilt
overNetworks
toauthentication
ITU-T
standards
Transport protocols
and ITU
standardized
fibre
refers
to the move from
public
networks
action…..
and ITU
standards
for
optics facilitate the upload
to
the server
switched to packet based
DSL have helped telcos
networks, promising reduced
maximise their
Synchronous
costs for digital
servicehierarchy
providers and
infrastructure
In addition to transport
as
her
(SDH)
and wave
division
astandards,
richer
variety
of services to
investment
video is viewed around
the world,
manyare two
multiplexing
(WDM)
consumers
other ITU standards
- such as those
for ITU
technologies
in which
access and security
- are usedhave played a
standards
Using a portable
player, Nanami
leadingmedia
role. Standards
for in
Tokyo watches
Sarah's video.
ITU standards
automatically
switched
optical
for NGN herald
this new
era of
networks
(ASON)
areconnectivity
a current
hot topic
Tutorial for SG & TSAG leadership teams
Geneva, 15-16 December 2008
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We are here to help
Media outreach
Written material
Press releases
Newslog
e-Flash
Flyers, posters
Speeches, presentations
Public facing web pages
Third party event identification
Tutorial for SG & TSAG leadership teams
Geneva, 15-16 December 2008
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This……a
is the
world
thanksITU
to ITU
Now
world
imagine……
without
Tutorial for SG & TSAG leadership teams
Geneva, 15-16 December 2008
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Supplemental slides
toby.johnson@itu.int
Tutorial for SG & TSAG leadership teams
Geneva, 15-16 December 2008
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