public engagement - reality and evolution of public relations by richard edelman
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Richard Edelman's presentation for the 2010 Best Practices in Change & Internal Communications Summit.TRANSCRIPT
THE THIRD WAY: PUBLIC ENGAGEMENT
Richard Edelman
Becoming an Engaged Organization in a Connected World
October 5, 2010
I Thesis
II Landscape
III Third Way – Public Engagement
This is not a party broadcast.
Don‟t panic.
PHASE ONE PAID MEDIA
MASS AUDIENCE
Advertising
PHASE TWO EARNED MEDIA
BROADCAST
Public Relations “Messaging”
RELATIONSHIPS
PHASE THREE OWNED & SOCIAL MEDIA
Viewed by >600,000
in first 24 hrs
Direct Channels
STRATEGIC EQUIVALENCE
“There is now strategic equivalence for the first
time between paid, earned and owned media”
Randall Rothenberg
Interactive Advertising Bureau
OPERATING IN A WORLD WITHOUT TRUST
Which stakeholder should be most important to a CEO’s business decisions?
Government3%
7% Employees
11% Society at Large
13% Customers
14% Shareholders
All stakeholders are equally important
52%
Source: 2010 Edelman Trust Barometer: When a CEO makes business
decisions for his or her company, which stakeholder SHOULD BE most
important to a CEO‟s business decisions?
Rise of CCO
NEW MANDATE FOR PRBeyond Communications to Strategy & Policy
Performance
& Purpose
Consumer
Justification
Corporate
+ Brand
Green is
Green
PR IS THE ORGANIZING FORCE
Mobile
Print/Broadcast/Radio
Digital Properties
Mainstream
Social
Consumer
Journalism
BloggingMobile
Events
Web
Owned
Employee Content
Consumer Generated
New Influencers
Public
Engagement
New Media
I Thesis
II Landscape
III Third Way– Public Engagement
MEDIA IS MASS & NICHEPlayers differ by country, but trend is consistent
Pre-selected
Mass Appeal
Long Tail/
Niche Content
Pre-defined
People need info from multiple sources, voices and to hear it 3-5
times to believe it
0
2009
Movies
Video Games
Computer
Music
TV
700
1999
458
379
MEDIA CONSUMPTION: PEOPLE NOW MULTI-TASKING
Source: Kaiser Family Foundation
Once: 6%
Twice: 16%
3 times: 35%4-5 times: 25%
6-9 times: 6%
10+ times: 5%
DK: 7%
Minutes of media consumed by
8 –18 year-olds per day
3-5 times: 60%
Source: 2010 Edelman Trust Barometer
MEDIA ARE SOCIAL & PORTABLEPeople now have a portfolio of information sources
Source: PEW/Various
37%
51%
61%
46%
63%
33%
internet users contribute to news creation
social networking users get news from people they follow
Americans get their news online vs. 17% from newspapers
Increase in time spent on social networks in ‟08, surpassing e-mail
Americans get their news from 4-6 online media platforms daily
of cell phone owners now access news via
their phones.
+100% 471M
-7% 120M
+1107% 74M
-22% 47M
+6% 52M
+20% 25M
+9% 20M
+35% 54M
0% 34M
-44% 15M
+14% 14M
65% 47M
-12% 19M
SOCIAL MEDIA IS LOCAL23% Follow Journalists on Social Networking SitesSocial networking surpassed email by time spent.
MEDIA EVOLVES: CONDÉ NAST APPROACH
Consumer Ownership
Content Amplification Time
Digital
Magazines
Exceptional
Content
Mobile
Magazines
Web
Properties
Digital
Video
Events
Integrated
Marketing
Inception
Consumer
Journalism
Blogging
“Regular Employee” as Credible as CEO
16
F99-105. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about a company from that person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box: Very + Extremely Credible) Informed Publics ages 25-64 in 20 countries
Spokesperson Credibility
19%
49%
26%
43%
66%
34%
45%
31%
55%
32%
47%
66%
32%
40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
CEO A financial or industry analyst
Government official
NGO representative
An academic or expert
Regular employee
Person like yourself
2009 2010
I Thesis
II Landscape
III Third Way– Public Engagement
STRATEGIC PIVOT FOR PR
Core Strategy & Creative
Inform the conversation
with compelling content
Discussion & Participation
Dialogue
Execution/Vendor
One-way Communications
Pitching
Earned Media
THE THIRD WAYThe Evolution of PR
Mainstream Media
OwnedMedia
Public
Engagement
New Media
SocialMedia
Listen with new intelligence
Participate in the conversation--real time/all the time
Create and co-create content
Socialize media relations
Champion open advocacy
Build active partnerships for common good
Embrace and navigate the complexity
TENETS OF PUBLIC ENGAGEMENTAdvancing Shared Interests in a World of Inter-dependence
Increased
Trust
Changed
Behaviors
Engaged
Communities
Commercial
Success
Mobile
Print/Broadcast/Radio
Digital Properties
Mainstream
Social
Consumer
Journalism
BloggingMobile
Events
Web
Owned
Employee Content
Consumer Generated
New Influencers
New Media
NEW MANDATE REQUIRES NEW SKILLS
Public
Engagement
Research
Search
Ideas
Content
Media
RESEARCH: IDEA STARTERS AND AMPLIFIERS
New Scientist
Scientific
American Cambridge
University
Press
Greenpeace
International
Identify idea starters
Provide them with relevant content
Who, in turn, engage
amplifiers to start discussions
Print and Environment Division
SEARCH IS KING
Google Analytics
• All content should be search
optimized
• Social media sites like Twitter and
Orkut are now media companies,
with powerful search and trending
data
• Google Analytics measures impact
of advertising vs. search vs.
referring sites
• Real-time (twitter, facebook etc)
data enables participation in
discussions, as well as
measurement
GALVANIZING IDEAS
Stimulates
Action
Can
evolve
Crosses
multiple
channels
Substance
and „legs‟
CONTENTCompelling and Entertaining Easily Shared
DELIVER CONTENT ACROSS 4 SCREENS
SOCIAL MEDIA: GO WHERE PEOPLE ARE
(TWITTER PORGRAM)
Digital Embassies + Consumer Generated Content
"We have the most powerful distribution mechanism that has been created in a generation“ -- Mark Zuckerberg, Facebook
"Companies formerly known as advertisers now have to figure out how to create conversation on Facebook...that's how the flavor program developed by marketing firm Edelman Digital enabled Ben and Jerry's to increase its fans from 300,000 to 1 million in just six weeks.“
-- David Kirkpatrick, The Facebook Effect
NEW APPROACH TO MEDIA RELATIONS
Requires VideoPopular Voice
ImmediacyAggregating Content
DIRECT: EVERY COMPANY IS A MEDIA COMPANY
Owned Channels
Viewed by >300,000
people daily
FROM PR TO PUBLIC ENGAGEMENT
PR has become the organizing principle of strategy and communications
We engage stakeholders in long-term social relationships, as all communications has become public and we’ve moved from a shareholder to a stakeholder world
We build brands/corporate reputations by starting with research, creating galvanizing ides and compelling content that engages multiple audiences through Mainstream, New, Social and Owned media
Tomorrow’s discussion will be about how a social organization can advance your goals