Listening and receiving feedback in Intelligent Public Relations
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Transcript of Listening and receiving feedback in Intelligent Public Relations
President 2013 Interna0onal Public Rela0ons Associa0on
Christophe Ginisty
LISTENING AND RECEIVING FEEDBACK IN INTELLIGENT PUBLIC RELATIONS
First, let’s define what we call Public Rela0ons…
“Public rela0ons is a strategic communica0on process that builds mutually beneficial rela0onships between
organiza0ons and their publics.”
So what do we call “intelligent” Public Rela0ons?
“Public rela0ons is a strategic communica0on process that builds mutually beneficial rela0onships between
organiza0ons and their publics.”
The « intelligence factor » relies on the ability to create these mutually
beneficial rela0onships!
Conversa0ons are everywhere and
always on
The level of trust dictates the online
ac0vism
Stakeholders are reques0ng more ethical behaviors
Gamifica0on: figh0ng against a well established organiza0ons can be seen as a game by Internet users
The PR playground has become much more
complex and demanding in every part of the world
Be ready to react fast: get today the tools that may help you tomorrow
Restore trust by ethical behaviors
by being as transparent as
possible
4 pillars of Intelligent Public Rela0ons
Monitor, listen and analyse the
conversa0ons on a real 0me basis
Engage into the conversa0ons
to maintain a high level of confidence
— The challenge — Social media explosion creates a permanent and some0mes extravagant exposure that raises the level of vulnerability for every
organiza0on/personality.
— The opportunity — Social media offer organiza0ons the ability to
measure and monitor what is going on. This is how to build intelligent public
rela0ons.
LISTEN
ENGAGE
MONITOR
LISTENING HAS BECOME
INSTRUMENTAL AND MUST BE
MANAGED BEFORE THE
ENGAGEMENT
LISTEN
ENGAGE
Listening: 6 steps Iden0fy the influence bagleground Iden0fy the influencers Iden0fy the conversa0on topics Iden0fy expecta0ons Prepare your organiza0on Iden0fy opportuni0es and moments
LISTEN
ENGAGE
Influence bagleground… What is the ecosystem?
Is there clearly iden0fied opponents? How many people are poten0ally involved?
Is the topic linked to others? How is the 0me playing?
What is under/out of control?
What is the objec0ve of the organiza0on?
Asking the right ques0ons
LISTEN
ENGAGE
Influencers… Is there any exis0ng influencers? Who are the idea starters? Who are the amplifiers?
Who are the curators? Who are the commentators?
Who are the viewers?
Do you need to create new influencers?
Asking the right ques0ons
LISTEN
ENGAGE
Conversa0on topics… Is it vital? Is it changing people’s lives? Is it already in the news? What is the level of controversy? What is the truth? Where is it?
Is it linked to another event? Is there any well known symbols?
Asking the right ques0ons
LISTEN
ENGAGE
Expecta0ons… What do people reasonably expect from you?
How is your current reputa0on? Do people trust your organiza0on? Do people have enough informa0on? Do people need a specific knowledge? How transparent can you be? How friendly is your organiza0on?
Asking the right ques0ons
LISTEN
ENGAGE
Preparing… Is the organiza0on informed?
What does the internal audience think? Are you ready to distribute informa0on?
Who will be the spokespeople? Is there ambassadors?
Has the Q&A been challenged? What is likely to happen?
Asking the right ques0ons
LISTEN
ENGAGE
Moments… Have people asked you to engage? Is it the right 0me to talk? When is the right moment to respond?
When is the right moment to be silent? How fast interac0ons must be?
How long are you ready to interact? Do you have enough content?
Asking the right ques0ons
SMART LISTENING
PLAYGROUND
INFLUENCERS
CONVERSATIONS
EXPECTATIONS
PREPARATION
TIMING
Situa&on Possible PR Ac&on
Playground
Influencers
Conversa0ons
Expecta0ons
Prepara0on
Timing
Every discovery of the listening process must be transformed into an opportunity to execute a specific PR
ac0on
SMART LISTENING
PLAYGROUND
INFLUENCERS
CONVERSATIONS
EXPECTATIONS
PREPARATION
TIMING RECEIVING FEEDBACK IN INTELLIGENT
PUBLIC RELATIONS REQUIRES ONGOING
MONITORING
Thank you very much!