From Public Relations to

Public Engagement

2010 2011 2009 2012

change will never be this slow again

MEDIA:

INDIVIDUALS:

BRANDS:

ORGANISATIONS:

MARKETS:

LEADERSHIP:

from AUDIENCE to COMMUNITY

from CONSUMER to CO-CREATOR from PUSH to PULL

from HEIRARCHIES to NETWORKS

from PRODUCTS to PLATFORMS

from CONTROL to EMPOWER

bonchek’s six shifts

social digital

communications and the evolution of influence

Social Advocists

Employees

Citizen Consumers

authority humanity

analogue

Elite

Mass

yesterday today

my clover

my influence network

Elites

Mass

PLATFO

RM

S / A

GG

RE

GATIO

N S

ITES

CO

MM

UN

ITIE

S

public engagement: the evolution of public relations WHY PE?

PE is how Edelman sees the world of communications. It’s the operating framework within which we work. It provides strategic guidance and defines measurable outcomes. It is our belief that communications now has to expand to fit the mantra of Public Engagement – we have to be able to understand and advise on business strategy as well as business communications.

WHY NOW? The world is increasingly complex. Authority and consumer power continue to disperse. Business needs to behave and communicate differently. And change will never be this slow again. PE helps Edelman play in an evolving and competitive landscape of digital networks, media agencies, ad agencies, CRM, research firms and management consultancies.

HOW DO WE TALK ABOUT PE? Communications today is as much about what we do as what we say. It advances the shared interests of business and society in a finite, fast-fail world. It needs to be open, honest and frequent.

at heart, PE is:  bottom-up; social; transparent; values-led; rooted in action

PE ultimately gives businesses the License to Lead

to regular people

in the always-on conversation

and co-create shareable content

narratives to navigate the media clover

genuine transparency

that good business needs profit + purpose + engagement

that everyone can be an activist now

seven behaviors UNDERSTAND

LISTEN

PARTICIPATE

CREATE

BUILD

PRACTICE

RECOGNIZE

The dispersion of authority away from traditional power structures will only increase in speed - and a new era of accountability to regular people is the inevitable result

citizens rising

seven trends

Mathematics (and the algorithms that drive search and social) are shaping the networked world in which we live - but it is real people who provide the content and shape the stories. Empathy and humanity are key

human connectivity

Smart companies and brands of the future recognise that pushing out messages will get them nowhere; creating ‘gravitational orbits’ that allow clusters of shared interests to form and ‘pull’ audiences represents the engagement of the future

brand orbits & the death of push

We still have no idea what technological possibilities lie ahead and change is never going to be this slow again

unseen possibilities

The future is mobile and the next generation will be empowered like never before

the mobile tipping point

Demography not democracy may now be society’s greatest challenge – and while human resources are infinite, planetary (and financial) resources are not. Shared interest models will help business play a leading role in developing solutions

shared interests; finite capital

Businesses will move from compliance culture to leadership based on values. A new social contract emerges that recalibrates the relationship between government, business and civic society

from license to operate to the licence to lead