six influence flows – a new pr model?

1

The Six Influence Flows

Philip Sheldrakewww.philipsheldrake.com

@sheldrake

Author of The Business of Influence: Reframing Marketing and PR for the Digital Age, Wiley, 2011

www.influenceprofessional.com

Managing Partner, Euler Partners

www.eulerpartners.com

http://www.philipsheldrake.com/

http://twitter.com/sheldrake

http://www.influenceprofessional.com/

http://www.eulerpartners.com/

2

An illustrated history

http://youtu.be/wp2eUSL4oHc

http://www.philipsheldrake.com/2011/01/content-an-illustrated-history



http://www.philipsheldrake.com/2011/01/content-an-illustrated-history


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Defining Public Relations

Public Relations Defined – The Anatomy of a Candidate Definition, Philip Sheldrake

http://www.philipsheldrake.com/2011/11/public-relations-defined-%E2%80%93-the-anatomy-of-a-candidate-definition-ver-0-2/

http://www.flickr.com/photos/philip_sheldrake/87055500

The two-way symmetrical model of PR, James Grunig’s fourth

model, “uses communication to negotiate with the public,

resolve conflict and promote mutual understanding and

respect between the organisation and its

stakeholders.”

My definition of PR: “the planned and sustained effort to influence opinion and behavior,

and to be influenced similarly, in order to build mutual

understanding and goodwill.”








4

You have been influenced when

you think in a way you wouldn’t

otherwise have thought, or do something you

wouldn’t otherwise have done

The Business of Influence, Philip Sheldrake, Wiley, 2011



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We are more influenced by the 150 nearest to us

than by the other six or so billion combined




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May have been a relevant axiom for 20th Century, but now…

Influence Strategy and Execution, Philip Sheldrake, Marketing Magnified eJournal, June 2011, CMO Council http://www.marketingmagnified.com/2011/june


Perception is reality

The real-time social enterprise must, by

nature, be authentic.You can’t fake it.

Reality is perception

http://www.marketingmagnified.com/2011/june


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Everything an organization does occurs in the context of a changing world, in a dynamic interplay with every entity

around it

Align Your Stakeholder-Facing Functions with an Influence Strategy, Philip Sheldrake, Balanced Scorecard Report, July-August 2011, Vol 13 No 4, Harvard Business Publishing


No organization is an island

Organizations must cultivate a sensitivity to the new dynamic (one that’s superior to competitors’) and sharpen their ability to interpret and respond

to the myriad communication flows issuing from all sides


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If you could go back to the mid-90s and offer a marketer a little box that could sit on her desk and let her listen in on thousands of customer conversations and participate in those discussions regardless of geography or time zone, it would appear so far-fetched that she’d probably call security.

The Social Web Analytics eBook 2008, Philip Sheldrake


Social analytics


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A new model?




10

The Six Influence Flows


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The 2nd flow and the Internet



“The Web has changed everything”


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“. . . it is hard to avoid making the claim that ‘the internet changes everything’ . . . for public relations the unavoidable conclusion is that nothing will ever be the same again.”

Things have “flipped through 90 degrees”.


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“I do not believe digital media change the public relations theory needed to guide practice, especially our generic principles of public relations. Rather, the new media facilitate the application of the principles and, in the future, will make it difficult for practitioners around the world not to use the principles.”

Paradigms of Global Public Relations in an Age of Digitalisation, James Grunig, 2009


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Grunig: “They seem to believe that ‘an organisation and its publics’ are distinct from ‘internet-mediated social networks’. Instead, I believe that an organisation and its publics now are embedded in internet-mediated social networks but that public relations is still about an organisation’s relationships with its publics.”

‘Internet-mediated’ communication isn’t just a new media form in my opinion. It has unprecedented emergent behaviour.

This behaviour cannot be attributed to one or a set of relationships with one or a set of stakeholders. It is the combination of the whole that itself exerts influence.


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Grunig: “Organisations do not need relationships with individuals who are not members of their publics even though these people might be actively communicating with and building relationships with each other. Organisations simply do not have the time or resources to cultivate relationships with everyone…”

I believe organisations will find it advantageous to maintain awareness of all Six Influence Flows regardless of the genesis or properties of the influence that flows therein.We will find it advantageous to wield information technologies to ‘relate’ to the use of information technologies by others.


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The ease and effectiveness with which we manage and learn from influence flows is

integral to the ways all stakeholders interact with organizations to broker mutually valuable,

beneficial relationships.

The Business of Influence, Philip Sheldrake, Wiley, 2011http://www.flickr.com/photos/philip_sheldrake/3820770698


17

Defining Public Relations

Public Relations Defined – The Anatomy of a Candidate Definition, Philip Sheldrake



Avoids two words:communication and public.

Focuses on the outcome of the profession rather than presume to scope the methods employed.

My definition of PR: “the planned and sustained effort to influence opinion and behavior,

and to be influenced similarly, in order to build mutual

understanding and goodwill.”








18

Social media are the eggs in the social business cake.

The Social Web Analytics eBook 2008, Philip Sheldrake

Photo by Brenda Gottsabend: http://flickr.com/photos/gottgraphicsdesign/3694187993 (CC BY 2.0)

Social business

To adapt the way in which an organisation delivers its mission and pursues its vision by designing the organisation around influence flows, connecting:

‣ its people, partners, customers and other stakeholders; ‣ data and knowledge in and all around it

more openly, productively and profitably with the application of social web and related information technologies.

http://flickr.com/photos/gottgraphicsdesign/3694187993



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A new model for PR?


A new vista for PR professionals?



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The Business of Influence: Reframing Marketing and PR for the Digital Age

Philip Sheldrake, Wiley, May 2011ISBN 978-0470978627

www.influenceprofessional.com#infpro@sheldrake

http://www.influenceprofessional.com/