How long will �PR people �remain influent?Christophe Ginisty March 4th, 2015

Some words about me…•  Creator of the ReputationWar conferences cycle, •  2013 President of the International Public Relations

Associations (and still member of the Board of Directors) – Content Director of the coming World Congress in South Africa, Sept. 2015.

•  European Digital Evangelist @ Edelman EMEA •  Founder and Managing Director Rumeur Publique •  Founder and President of Internet sans Frontières

(2008-2011) •  Twittos: @cginisty •  Blogger: ginisty.com •  Happily living in Brussels now

It used to be like this �(at least most of the time)

Organizations generate information

Organizations decide to communicate some

Organizations hire PR people

PR people select target among identified

influencers

PR people define a strategy for the information flow

Message delivered to the influencers

Influencers decide what to say

Audience is informed and reacts

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Now it is a bit like this �(most of the time)

Organizations generate information

Organizations decide to communicate some

Organizations hire PR people

PR people select target among identified

influencers

PR people define a strategy for the information flow

Message delivered to the influencers

Influencers decide what to say

Audience is informed and reacts

PR comfort

zone

Stakeholders follow organizations, interact

and stay tuned

Stakeholders become influent and the crowd

becomes a media Social media zone

Through the years1984 : Public relations is the practice of managing the spread of information between an organization

and the public (in Dr James Grünig’s academic

bible on Public Relations)

2010 : Public Relations is a strategic communication process that builds mutually beneficial relationships between an organization and their publics (Professionals and voters on the PRSA website in 2012)

What are the challenges?

Scale Trust

Emotion Noise

Singularity Distrust Information Limited impact

PR challenges

VS

Scale Trust

Emotion Noise

Singularity Distrust Information Limited impact

Influence ?

It is NOT a digital challenge, it is a social one.

PR has NOT become digital, it has become social.

2 thoughts to survive…

The digital component of PR is not anymore aside

Digital and PR �(from 2005 to 2015)

Digital and PR �(from 2005 to 2015)

Think reptutation instead of image

Reputation…•  You work on your image, you earn your reputation •  Reputation is made of what people have understood about

you •  Reputation does not only rely on what you say and how you

communicate •  Reputation starts from who you are and how you behave •  Reputation is a co-construction •  Reputation is social by nature •  Reputation becomes a truth

A reputation issue often

comes from a distortion between

communication and perception

The ideal situation in terms of reputation is when it translates exactly who you are

Communications

Behaviors

Competition

Trends

Beliefs

Legacy

Emotions

Personal experiences

Media coverage

Social media intelligence is The key!

Organizations generate information

Organizations decide to communicate some

Organizations hire PR people

PR people select target among identified

influencers

PR people define a strategy for the information flow

Message delivered to the influencers

Influencers decide what to say

Audience is informed and reacts

Stakeholders follow organizations, interact

and stay tuned

Stakeholders become influent and the crowd

becomes a media

PR comfort

zone

Social media zone

What is the solution?

Welcome to �« community driven organizations »

Thank you very much!�christophe@ginisty.com