First WCO Global Communication Strategies Conference
“Communicating seamlessly in the digital age”
We are living in a hyper-connected world where everyone and everything is talking: person to person, person to machine, and machine to machine. With the advent of emerging technologies, such as Artificial Intelligence and the Internet of Things, there are virtually no communication boundaries between connected objects and human beings.
Customs administrations do not only have a duty to inform their stakeholders about Customs procedures and legislation, but with their increasing role and importance along the global supply chain, they also need to communicate effectively to a global community through well-defined messages addressed to targeted audiences.
With this in mind, and following requests from Members, the WCO is organizing this strategic event to provide a platform for Customs and its stakeholders (private sector, academia, etc.) to share best practices, learn new communication strategies and approaches, and discuss the use of new technologies to boost communication activities, while, at the same time, contributing to the upcoming WCO Handbook on Customs Communication Strategies.
In line with the WCO's theme for 2019, the theme of the conference “Communicating seamlessly in the digital age” will provide participants with the opportunity to probe the smart use of technological solutions and innovations, and better understand how they are reshaping the Customs communication landscape.
During the conference, Customs communication professionals will share best practices relating to communication strategies, story-telling techniques and also the use of technologies to enlarge their audience base, while the private sector will present their views on ways to improve Customs-to-business cooperation and communication, including through technological solutions.
Communication experts from the media, international organizations and other institutions will also be invited to share their experience on how Customs can adapt its narrative to the demand of readers and attract the attention of opinion and other thought leaders.
Delegates will participate in discussions on communication governance, branding and reputation, media and stakeholder relations, communication strategies and tools, risk communication, internal communication, and the latest communication trends.
Participants will explore how Artificial Intelligence is already being used by Customs to communicate more effectively, namely through the use of chatbots, i-apps, voice and text analytics and customer management through machine learning, among others.
首届世界海关组织全球沟通策略会议
主题:"在数字时代进行无缝沟通"
我们生活在一个超级连接的世界里,每个人和每件事都在交谈:人与人、人与机器、机器与机器。随着人工智能和物联网等新兴技术的出现,连接的物体和人类之间几乎没有沟通的界限。
海关管理部门不仅有责任向其利益相关者介绍海关程序和立法,而且随着他们在全球供应链中的作用和重要性不断增加,他们还需要通过针对目标受众的明确信息,向全球社会进行有效沟通。
考虑到这一点,并根据成员的要求,世界海关组织组织了一沟通策略活动,为海关及其利益相关者(私营部门、学术界等)提供一个平台,以分享最佳做法,学习新的沟通策略和方法,并讨论使用新技术来促进沟通活动,并为后续出版的世界海关组织《海关沟通策略手册》作出贡献。
根据世界海关组织2019年的主题,会议的主题为 "数字时代的无缝沟通 "。本次会议为与会者提供机会,探究技术解决方案和创新的巧妙使用,并更好地了解它们是如何重塑海关沟通格局的。
在会议期间,海关沟通领域的专业人员分享了沟通策略、讲故事的技巧以及与利用技术扩大受众基础有关的最佳做法,而私营部门就如何改善海关与企业之间的合作和沟通,包括通过技术解决方案提高沟通效果,提出了自己的看法。
来自媒体、国际组织和其他机构的传播专家也被邀请分享他们的经验,介绍海关如何根据受众的需求调整其叙述方式,吸引舆论和其他思想领袖的注意。
代表们将参加关于传播治理、品牌和声誉、媒体和利益相关者关系、传播战略和工具、风险传播、内部传播以及最新传播趋势的讨论。
与会者将探讨人工智能如何已经被海关用来进行更有效的沟通,即通过使用聊天机器人、智能应用、语音和文本分析以及通过机器学习来进行客户管理等。
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