Hacking Public Relations
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Hacking Public Relations How Understanding and Embracing Open-Source and Hacker Culture Is Critical to PR’s Future - # # # - |_|0|_| |_|0|0| |0|0|0| Phil Gomes SVP, Digital Edelman [email protected] @philgomes #hackingpr
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How Understanding and Embracing Open-Source and Hacker Culture Is Critical to PR’s Future
Transcript of Hacking Public Relations
Hacking Public Relations How Understanding and Embracing
Open-Source and Hacker Culture Is
Critical to PR’s Future
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Phil Gomes
SVP, Digital
Edelman
@philgomes
#hackingpr
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_ pr>
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define_problem pr>
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_ pr>
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Complexity has
increased
exponentially.
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Source: Buddy Media, LUMA
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Source: CSC
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Attention is extremely
fractured.
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ADHD
!= Affliction
== Coping Mechanism
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Institutions and other
mechanisms of control
struggle with the
Internet, barely
capable of handling
such a chaotic medium.
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Source: IBM Global CMO Study, 2011
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Trust in authority
has waned. Expertise
and “peer-ness” is
most important.
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Source: Edelman Trust Barometer 2013
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Greatest Gap In General Trust Within
Publics and Elites
U.S.
Poland
Sweden
Singapore
Ireland
Hong Kong
France
Source: Edelman Trust Barometer 2013
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-13 pts
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? |_18_|
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load_obligatory_personal_
story
pr>
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_ pr>
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define_opensource pr>
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_ pr>
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pr> print_opensource_def
Universal access to a
system’s basic core design.
Distribution of any
improvements to the system
as contributed by others.
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define_hacking pr>
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_ pr>
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!= |_25_|
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CC BY-NC-ND Walt Jabsco
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== |_28_|
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pr> print_hacking_def
The act of, and a passion
for, exploring and under-
standing how a system works,
adapting it, and sharing it.
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“The Hacker Way is an
approach to building that
involves continuous
improvement and iteration.
Hackers believe that
something can always be
better, and that nothing is
ever complete. They just have
to go fix it — often in the
face of people who say it’s
impossible or are content
with the status quo.”
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define_importance pr>
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_ pr>
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pr> {1,2,3,4,5,6}_reasons
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pr> open_source_is_a_ proven_way_to_deal_
with_complexity
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[T]he knowledge of the
circumstances of which
we must make use never
exists in concentrated
or integrated form but
solely as the dispersed
bits of incomplete and
frequently contra-
dictory knowledge which
all the separate
individuals possess. F.A. Hayek, The Use of Knowledge
in Society, Sept. 1945
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15,000,000 lines
of code
10,000 developers
1,000 companies
70-day release
cycle
7+ changes/hour
476/500 fastest
supercomputers
More than half of
all Web servers
Source: Linux.Com, Sept. 2013; Netcraft August 2013
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74% of units sold
+1B activations to-
date
1.5M activations/day
Source: Gartner, May 2013; TechCrunch, Sept. 3, 2013
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242 languages
29.1M articles
1.7M total
contributors to-date
w/ ≥10 edits ea.
72k active
contributors
Source: stats.Wikipedia.org, August 2013
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Source: Statsounter, September 2013
Approx. 60% of
browsers
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Loosely knit
online activist
collective
Operates as a
“do-ocracy”
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“Build a great
team, practice
failure, and use
open source.”
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pr> pr_source_code_is_ *already*_leaking _ pr>
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pr> opensource_values_ and_practices_many_
of_the_same_things_
pr_professes_to…and_
will_keep_our_trade_
honest _ pr>
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pr> hands-on_imperative
Remove barriers
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pr> information_wants_to_ be_free
…as in “speech,” not
(always) as in “beer”
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pr> mistrust_authority
Promote decentralization
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pr> no_bogus_criteria
Value deeds, not titles,
status, race, sex,
condition or words
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pr> create_truth_and_ beauty
Embrace artistry and
creativity
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pr> change_life_for_the_ better
Provide mutual and
objective value to the
communities you most
want to influence
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pr> if_current_trends_ and_fads_are_left_
unchecked_our_content_
will_be_treated_as_a_
bug_or_network_damage
_ pr>
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Found at danreid.org
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Found at manchester.ac.uk
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pr> opensource_and_hacker_ concepts_help_address_
hierarchy-averse_
audiences
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Pretty much
everyone else.
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BDFL
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Source: Crowston/Howison, 2006; Valverde/Sol, 2006
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pr> how_long_can_we_be_ subject_to_the_
“tyranny_of_the_
big_idea?”
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In the end, it
will come down to
whether and how
well you help a
community that
matters to you do
what it does
better.
That’s it.
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Ok, Now
What? |_74_|
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define_remedies pr>
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pr> your_org_==_broken
If you were to build your
communications team from
scratch right now, would it
look *anything* like what you
have today?
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Source: Crowston/Howison, 2006
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pr> delete_illusions
Assume there are no truly
“proprietary methodologies.”
Those evaporated when your
first employee left your
company.
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There are no
secrets. Only
information
you don’t yet
have.
Adam Curry, Former VJ, Podfather
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pr> add_value_to_source
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“Open source” doesn’t mean
there’s no money to be made.
You just have to be a lot
better at adding value to
what’s out there.
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pr> get_hands_dirty
If your success is based on
reading/forwarding around the
latest AdAge article or pundit
post before your boss reads
it, you’re *way* too far from
the data.
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pr> accelerate_ disintermediation
If your job security is solely
based on staying between your
company/client and its audiences
for as long as possible, you’re
going to lose both.
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Know when
to get
out of
the way.
Craig Newmark, Founder, CraigsList
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pr> makers > talkers
“There is no scorn more
profound, or on the whole more
justifiable, than that of the
men who make for the men who
explain.” – G.H. Hardy
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pr> success_!=_everyone_happy_all_the_time
Disagreement and even blind rage
aren’t *always* signs of PR
failure. It could mean that you
have a passionate community. I
thought that’s what you *wanted*.
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pr> create/adopt_a_ project
What “itch” can you “scratch”
in our profession that you’re
confident will make things
better for *all* parties
involved?
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pr> <3_chaos The most successful of us will
understand this fast-moving and
disordered environment and
provide counsel and guidance.
The least successful will
simply complain about Wikipedia
not having an Editor-in-Chief.
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pr> always_tinker
Rapid adaptation is the key.
Embracing these concepts will
take patience, courage, and a
long-term view.
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Hacking Public Relations How Understanding and Embracing
Open-Source and Hacker Culture Is
Critical to PR’s Future
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Phil Gomes
SVP, Digital
Edelman
@philgomes
#hackingpr
