how will pr people remain influent?
TRANSCRIPT
How long will �PR people �remain influent?Christophe Ginisty March 4th, 2015
Some words about me…• Creator of the ReputationWar conferences cycle, • 2013 President of the International Public Relations
Associations (and still member of the Board of Directors) – Content Director of the coming World Congress in South Africa, Sept. 2015.
• European Digital Evangelist @ Edelman EMEA • Founder and Managing Director Rumeur Publique • Founder and President of Internet sans Frontières
(2008-2011) • Twittos: @cginisty • Blogger: ginisty.com • Happily living in Brussels now
It used to be like this �(at least most of the time)
Organizations generate information
Organizations decide to communicate some
Organizations hire PR people
PR people select target among identified
influencers
PR people define a strategy for the information flow
Message delivered to the influencers
Influencers decide what to say
Audience is informed and reacts
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Now it is a bit like this �(most of the time)
Organizations generate information
Organizations decide to communicate some
Organizations hire PR people
PR people select target among identified
influencers
PR people define a strategy for the information flow
Message delivered to the influencers
Influencers decide what to say
Audience is informed and reacts
PR comfort
zone
Stakeholders follow organizations, interact
and stay tuned
Stakeholders become influent and the crowd
becomes a media Social media zone
Through the years1984 : Public relations is the practice of managing the spread of information between an organization
and the public (in Dr James Grünig’s academic
bible on Public Relations)
2010 : Public Relations is a strategic communication process that builds mutually beneficial relationships between an organization and their publics (Professionals and voters on the PRSA website in 2012)
What are the challenges?
Scale Trust
Emotion Noise
Singularity Distrust Information Limited impact
PR challenges
VS
Scale Trust
Emotion Noise
Singularity Distrust Information Limited impact
Influence ?
It is NOT a digital challenge, it is a social one.
PR has NOT become digital, it has become social.
2 thoughts to survive…
The digital component of PR is not anymore aside
Digital and PR �(from 2005 to 2015)
Digital and PR �(from 2005 to 2015)
Think reptutation instead of image
Reputation…• You work on your image, you earn your reputation • Reputation is made of what people have understood about
you • Reputation does not only rely on what you say and how you
communicate • Reputation starts from who you are and how you behave • Reputation is a co-construction • Reputation is social by nature • Reputation becomes a truth
A reputation issue often
comes from a distortion between
communication and perception
The ideal situation in terms of reputation is when it translates exactly who you are
Communications
Behaviors
Competition
Trends
Beliefs
Legacy
Emotions
Personal experiences
Media coverage
Social media intelligence is The key!
Organizations generate information
Organizations decide to communicate some
Organizations hire PR people
PR people select target among identified
influencers
PR people define a strategy for the information flow
Message delivered to the influencers
Influencers decide what to say
Audience is informed and reacts
Stakeholders follow organizations, interact
and stay tuned
Stakeholders become influent and the crowd
becomes a media
PR comfort
zone
Social media zone
What is the solution?
Welcome to �« community driven organizations »
Thank you very much!�[email protected]