global new trends in public relations
DESCRIPTION
Presentation given by Christophe Ginisty on March 12th, 2013 at the opening session of "PR 2.5+ Roundtable 2013: Benchmark Global Best Practices of New Media PR Stratagems and Crisis Management" in Shanghai, ChinaTRANSCRIPT
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Christophe Ginisty President of the Interna3onal Public Rela3ons Associa3on
@cginisty
Global new trends in PR
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The web has evolved from informa3on to transac3ons to social interac3ons, transforming passive users into ac3ve par3cipants (when not ac3vists).
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Social media explosion creates a permanent and some3mes extravagant exposure that raises the level of vulnerability for every
organiza3on/personality.
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Conversa3ons are everywhere and
always on
The level of trust dictates the online
ac3vism
Stakeholders are reques3ng more ethical behaviors
Gamifica3on: figh3ng against a well established brand can be seen as a game by Internet users
The PR playground has become much more complex and demanding in every part of the world
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Conversa3ons are everywhere and
always on
The level of trust dictates the online
ac3vism
Stakeholders are reques3ng more ethical behaviors
Gamifica3on: figh3ng against a well established brand can be seen as a game by Internet users
The PR playground has become much more complex and demanding in every part of the world
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Most countries are either in the neutral or in the distrusters side
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Trust into the different types of media
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Leaders and spokespeople are not the most trusted sources
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Businesses are not mee3ng people’s expecta3ons
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Distrust is s3ll significant while people’s aRen3on and expecta3ons are increasing.
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We all are followed…
>56% of US TwiRer Users are following more than 6 brands on a regular basis (source: TwiRer)
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Internet users will praise and…punish
Source: GoodPurpose survey 2012 conducted by StrategyOne on behalf of Edelman. 8,000 customers accross 16 countries – aged 18+
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The web will become an gigan3c playground: The Gartner Group has projected 50% of corporate innova3on will be
"gamified" by 2015. DeloiRe had already called gamifica3on one of the Top 10 Technology Trends for 2012.
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What PR pros have to deal with…
« Always on » conversa3ons followed by a massive audience worldwide
Decline of the trust in the ins3tu3ons and in the
tradi3onal spokespeople
The raise of expecta3ons for ethical behaviors and the
ability to publicly appreciate
The « gamifica3on » phenomenon is a massive trend for Internet users
Poten3al crisis situa3ons
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Be ready to react fast: get today the tools that may help you tomorrow
Restore trust by ethical behaviors
by being as transparent as
possible
The global trend: we all need to work on 4 axis
Monitor, listen and analyse the
conversa3ons on a real 3me basis
Engage into the conversa3ons
to maintain a high level of confidence
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Merci beaucoup.