Playmaker releases comms strategy mobile application

BETHESDA, MD: Playmaker Systems has launched a mobile app to provide guidance on communications strategy.

BETHESDA, MD: Playmaker Systems has launched a mobile app to provide guidance on communications strategy.

The app, called Playcaller, accompanies the firm's Influence Decision System, a framework whose second version was released Monday. The system helps PR, marketing, sales, political, and military and intelligence professionals identify the communications strategies behind messages, programs, and campaigns.

Users can purchase the app on the iPhone or iPad for 99 cents, or $4.99 for the pro version. The app then takes users through a four-question process to determine which communications “play” to use in a situation, or which strategy is being used by others. The result outlines detailed insight into that strategy, suggestions for how to counter it, options for collaboration, and real-world examples of its use. The app also gives ratings to each play for transparency and risk and reward.

Users can share the plays through Facebook, Twitter, and email to encourage collaboration and conversation about them.

The Influence Decision System includes 24 different influence plays, each of which has a unique name such as “bear hug,” “red herring,” and “disco.”

The app builds on the framework by allowing Playmaker's clients, as well as mobile users, to employ it in professional situations, said Alan Kelly, founder and CEO of Playmaker Systems. The system could be useful for both communication education and client preparedness, he added.

“The PR business is really operating like chemists without a periodic table,” Kelly said. “We recognize that every marketplace is infinitely nuanced, but we believe we've articulated a system of strategies that are common to any form of influence.”

Playmaker Systems foresees creating industry-specific versions of Playcaller, as well as a mapping app that will allow users to plot communications plays on a timeline, Kelly said.

The Influence Decision System received a patent in the US in August, and its European patent is pending.

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