PR in transition : the importance of sentimental crowds
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Transcript of PR in transition : the importance of sentimental crowds
President 2013 Interna0onal Public Rela0ons Associa0on
TwiAer: @cginisty
Christophe Ginisty
PR IN TRANSITION FROM INFORMATION MANAGEMENT TO CROWD MANAGEMENT
First, let’s define what we call Public Rela0ons…
1984 “Public rela0ons is the prac0ce of managing
the spread of informa0on between an individual or an organiza0on and the public”
2012 “Public rela0ons is a strategic communica0on process that builds mutually beneficial rela0onships between
organiza0ons and their publics.”
“Public rela0ons is the
prac0ce of managing the
spread of informa0on between an
individual or an organiza0on
and the public”
“Public rela0ons is a strategic communica0on process that builds mutually beneficial rela0onships between organiza0ons and their publics.”
2012 1984
“Public rela0ons is a strategic communica0on process that builds mutually beneficial rela0onships between
organiza0ons and their publics.”
The key factor today relies today on the ability (or the art) to create these mutually beneficial rela0onships!
Conversa0ons are everywhere and
always on
The level of trust is declining and provokes reac0ons from the
audience Stakeholders are reques0ng more
ethical behaviors and more transparency
Influence starts at the crowd level: social
interac0ons online set the game
The PR playground has become much more
complex and demanding in every part of the world
— My point of view — Public Rela0ons has not become “digital”
Public Rela0ons has become social!
So what? (I s0ll have an info and I s0ll need to convince the target audience, what’s the deal of being social? + My boss s0ll loves to have his photo in
the printed magazine)
In a social world, people interac0ons are the media. So we need to listen and be inspired by…
« Sen0mental crowds »
The sen0mental crowds create the fer0le ground on which your influence will grow (or not)
Belief: It is unsafe to travel to Egypt due to the poli0cal situa0on
Belief: McDonald’s famous burger would only contain 25% beef
Emo0on: Apple products are loved or hated based on irra0onal aAributes
Ac0vism: People are ready to boycoA a brand that does not behave properly
① There is nothing virtual, it is about real people having real interac0ons,
② The key point is to develop smart listening, ③ Do not care about using the tools, transform your
organiza0on into a social one, ④ Don’t be scared by the crowds: let them inspire you.
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 “Social” Public Rela0ons
Monitor, listen and analyse the
conversa0ons on a real 0me basis
Engage into the conversa0ons
to maintain a high level of confidence
One more thing…
Remind your audience about the importance of the so-‐called “real life”
Thank you very much!