1. CLUETRAIN AND BEYONDPublic Relations and New MediaPost-graduate MA | business | public relations | marketing | communicationsSTUART BRUCE@stuartbruce

2. @stuartbruce stuartbruce.biz

3. Stuart Bruce@stuartbruce stuartbruce.biz

4. PUBLIC RELATIONSthe future in 2013 and beyond

5. @stuartbruce stuartbruce.biz Picture source: Wikipedia

6. It is difficult, indeeddangerous, to underestimate the huge changes this revolution will bring or the power of developing technologies to build and destroy not just companies, but whole countries.@stuartbruce stuartbruce.biz

7. He wasnt wrongRupert Murdoch @stuartbruce stuartbruce.biz Arab Spring

8. @stuartbruce stuartbruce.biz

9. THE CLUETRAINMANIFESTOThe End of Business As UsualRick Levine, Christopher Locke, Doc Searls and DavidWeinberger

10. Published 1999 (in print 2000) a set of 95 theses organized and put forward as a manifesto, or call to action, for all businesses operating within what is suggested to be a newly-connected marketplace. The ideas put forward within the manifesto aim to examine the impact of the Internet on both markets (consumers) and organizations. In addition, as both consumers and organizations are able to utilize theInternet and Intranets to establish a previously unavailablelevel of communication both within and between these two groups, the manifesto suggests that changes will be required from organizations as they respond to the new marketplace environment. Wikipedia (February, 2013)@stuartbruce stuartbruce.biz

11. 95 theses16: Markets are Conversations7: Hyperlinks Subvert Hierarchy813: Connection between the new markets andcompanies14 25: Organizations entering the marketplace2640: Marketing and Organizational Response4152: Intranets and the impact to organization controland structure5371: Connecting the Internet marketplace withcorporate Intranets7295: New Market Expectations@stuartbruce stuartbruce.biz

12. Summarised by the authors A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarterand getting smarter faster than most companies.@stuartbruce stuartbruce.biz

13. Stuarts summary How the internet actually is People talking to each other, rather than what business thinks it is people buying@stuartbruce stuartbruce.biz

14. Theses No 26 (out of 95) Public Relations does not relate to the public.Companies are deeply afraid of their markets@stuartbruce stuartbruce.biz

15. Definitions of public relations Public relations is about reputation - the result of what you do, what you say and what others say about you. Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics. Chartered Institute of Public Relations (CIPR) "Public relations is a management function whichtabulates public attitudes, defines the policies, procedures and interest of an organization followed by executing a program of action to earn public understanding and acceptance. Edward Bernays@stuartbruce stuartbruce.biz

16. Definitions of public relations Public relations is about reputation - the result of what you do, what you say and what others say about you. Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics. Chartered Institute of Public Relations (CIPR) "Public relations is a management function whichtabulates public attitudes, defines the policies, procedures and interest of an organization followed by executing a program of action to earn public understanding and acceptance. Edward Bernays@stuartbruce stuartbruce.biz

17. Definitions of public relations Public relations is about reputation - the result of what you do, what you say and what others say about you. Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics. Chartered Institute of Public Relations (CIPR) "Public relations is a management function whichtabulates public attitudes, defines the policies, procedures and interest of an organization followed by executing a program of action to earn public understanding and acceptance. Edward Bernays@stuartbruce stuartbruce.biz

18. Learning to speak like a human isnt a parlour trick. Cluetrain Manifesto, 20th Century@stuartbruce stuartbruce.biz

19. @stuartbruce stuartbruce.biz

20. The Cluetrain Manifesto asks the right questions, but does it provide the right answers?@stuartbruce stuartbruce.biz

21. Is there a better way? Classic Cluetrain: Allow every employee to blog or use social media Cluetrain reality: Many employees are using social media personally, some of them need to do it officially@stuartbruce stuartbruce.biz

22. IS THERE A FUTURE FORPR?

23. Alistair CampbellSpeed Communications launch of Brand Anarchy by Stephen Waddington and Steve Earl@stuartbruce stuartbruce.biz

24. Hugh MacLeod@stuartbruce stuartbruce.biz

25. Holmes Report: Global PR Summit 2012A recent Forrester Research, presented at the Global PRSummit in Miami in October 2012 says the PR agency ofthe future will: Think less about channels Develop a holistic approach Integrate channels and services Help drive both brands and corporate reputation@stuartbruce stuartbruce.biz

26. Holmes Report: Global PR Summit 2012During the Holmes Global PR Summit Marc Pritchard,Global Marketing and Brand Building Officer for Proctorand Gamble (P&G) invited PR companies to: take the leadership role the discipline deserves in the Conversation Age@stuartbruce stuartbruce.biz

27. Is the public relations profession ready?The Forrester Research shows that clients give low marksto PR firms, when it comes to delivering big, strategicideas, solidly grounded in insights and foresights. Whether on the consumer PR side, or on the corporate one, its first of all about understanding whats in peoples mind, where the society goes@stuartbruce stuartbruce.biz

28. Big trends for public relations in 2013 Search Mobile Video Influence Data Content@stuartbruce stuartbruce.biz

29. Pedagogy: learning by doing@stuartbruce stuartbruce.biz

30. DAVOS 2013World Communication Forum

31. World Communication Forum, Davos Old PR v New PR Global v. local Search Content Viral change Advocacy@stuartbruce stuartbruce.biz

32. Dr Leandro Herrero, Viral Change@stuartbruce stuartbruce.biz

33. Dr Leandro Herrero, Viral Change Ambassadors are too passive, you want activists@stuartbruce stuartbruce.biz