Download - Ginisty for frenchweb
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Relations publics en transition Une métamorphose historique
Christophe Ginisty
IPRA President elect 2013
European Technology / Digital evangelist @Edelman EMEA
Twitter:@cginisty
Alejandra Monsalve Communications Manager
Motorola Mobility
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“Les relations publics sont un processus de communication stratégique visant à bâtir
des relations mutuellement bénéfiques entre des organisations et les publics
auxquelles elles s’adressent.”
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Comment peut-on construire des relations mutuellement bénéfiques entre les
organisations et leurs publics dans un monde connecté ?
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LE BIG BANG
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2011 Informed Public
2012 Informed Public
29%
22%
8%
13%
32%
26%
14% 16%
10% + 18% +
75% + 23% +
CONFIANCE DANS LES MEDIAS
ONLINE MULTIPLE SOURCES
TRADITIONAL SOCIAL MEDIA CORPORATE
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Le web a évolué de l’information aux transactions aux interactions sociales, transformant des utilisateurs passifs en
activistes : les gens s’attendent désormais à avoir un impact et à être considérés individuellement.
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changements
Entreprises Education
Medias Gouvernements
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Entreprises
La communication top down ne fonctionne plus
Les conversations sont « always on »
Les vulnérabilités augmentent
La quête de sens n’a jamais été aussi forte
Les comportements éthiques sont essentiels
La communication interne devient RP
Les situations de crise vont exploser
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29%
38%
46%
50%
50%
65%
66%
68%
Government official or regulator
CEO
Financial or industry analyst
NGO representative
Regular employee
A person like yourself
Technical expert in the company
Academic or expert
34%
43%
43%
47%
50%
53%
64%
70%
Regular employee
Government official or regulator
A person like yourself
NGO representative
CEO
Financial or industry analyst
Technical expert in the company
Academic or expert
2012 2011
CEO
+ 22
+ 16
CEO
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Consumers will praise… and punish
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Médias
TRADITIONNELS HYBRIDES
SOCIAUX PROPRIETAIRES
SEARCH
Publications de niche et blogs pros
Médias propriétaires: sites web, portails, blogs corporate,…
Réseaux sociaux globaux et locaux,
forums, blogosphère,…
Médias traditionnels : grand public, télés, radios,
business,…
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50%
TRUST IN MEDIA
2011 Informed Public
2012 Informed Public
Trust Trust Steady Trust
N/A N/A
Les médias sont la seule institution à voir la confiance progresser
49% 50%
27%
22%
45%
32%
45%
59%
37% 37%
46%
80%
67%
38% 37%
45%
53%
86%
69%
53%
60%
72% 73%
48%
52%
70%
45%
37%
57%
43%
54%
65%
42%
38%
46%
79%
65%
35% 33%
41%
48%
80%
61%
45%
49%
61% 61%
36%
65%
47%
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Gouvernements
La radicalité de la transparence devient un standard
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14%
16%
18%
18%
16%
19%
16%
17%
41%
52%
54%
56%
65%
65%
66%
67%
PARTNERS WITH BUSINESS NGOS, AND THIRD PARTIES TOADDRESS SOCIETAL ISSUES
CREATES INNOVATIVE PROGRAMS THAT POSITIVELY IMPACTLOCAL COMMUNITIES
PROVIDES NATIONAL TRAINING PROGRAMS TO CREATEEMPLOYMENT OPPORTUNITIES
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT
COMMUNICATES FREQUENTLY AND HONESTLY
EFFECTIVELY MANAGES THE FINANCIAL AFFAIRS OF THECOUNTRY
HAS TRANSPARENT AND OPEN PRACTICES
LISTENS TO CITIZENS' NEEDS AND FEEDBACK
Government Importance
Government Performance
-50
-50
-46
-49
-38
-36
-36
-27
LES GOUVERNANTS NE REPONDENT PAS AUX ATTENTES
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Education
PR PROS
EDITEURS
COMMUNITY MANAGERS
PR PROS
EXPERTS DES SCIENCES
HUMAINES
EXPERTS CRM
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Le plus grand challenge des professionnels des RP est d’entrer en relation avec des
gens avec lesquels ils n’intéragissaient pas auparavant.
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CHANCES ET CHALLENGES
DES MEDIAS SOCIAUX
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CHANCES
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1 2 3 4 5 CHANCES
Opportunité de challenger la primauté d’un média dominant et unique.
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1 2 3 4 5 CHANCES
Une plus grande diversité dans l’expression des points de vue
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1 2 3 4 5 CHANCES
Les parties prenantes deviennent réelles et bavardes
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1 2 3 4 5 CHANCES
Le contenu est la clé !
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1 2 3 4 5 CHANCES
Les mauvais comportements sont punis publiquement
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CHALLENGES
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1 2 3 4 5 CHALLENGES
On doit reconsidérer complètement la manière avec laquelle on enseigne les RP
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1 2 3 4 5 CHALLENGES
Difficulté de naviguer entre ce qui est vrai et ce qui est faux
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1 2 3 4 5 CHALLENGES
Un individu ne fait pas le groupe. Il faut affiner la notion d’influence individuelle.
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1 2 3 4 5 CHALLENGES
L’optimisation des moteurs de recherche est critique
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1 2 3 4 5 CHALLENGES
Le situations de crise vont se multiplier
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CHALLENGES
CHANCES
Une fantastique opportunité pour laquelle il faut être préparé.
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CHALLENGES
CHANCES
Merci de votre attention !