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Presentación Peter Debreceny Congreso PRORP 2009
1. This is Our Moment
The Future of Public Relations
Peter Debreceny
2. This Is Our Moment
• “Maximizing Strategic Impact” Echo Research
• “The Authentic Enterprise”
The Arthur W. Page Society (2008)
• “The Dynamics of Public Trust in
Business” (2009)
• Industry/academic
conferences in US and
Europe
• The work of the Institute
for Public Relations
7. This Is Our Moment
What is public relations?
• Originally the management of
relationships between an organization
and its publics, in order to achieve a
desired outcome for the organization
• PR has become a maligned term – but more
relevant than ever
• It’s about the business – so it has to be
strategic not tactical
• Reputation is the enabler of business
success
16. This Is Our Moment
The Authentic Enterprise
• The enterprise must be grounded in a
sure sense of what defines it (mission,
values, principles, beliefs).
• And those definitions must dictate
consistent behavior and actions.
In place of the voice of “authority”,
stakeholders demand proof of authenticity
17. This Is Our Moment
Reactive
Proactive
Interactive
• Prioritize inquiries • Develop ideas & campaigns • Collaborate with key
• Manage press & events • Messaging Stakeholders
• Spokespersons • Monitor reputation across • Define and enable
stakeholders company values
• Monitor reputation
• Educate employees • Shape strategic direction
• Crisis management
• Measure results
CEOs feel that communicating their company’s values has become more
complex at the exact time that it has become absolutely essential.
18. This Is Our Moment
Why trust matters
Trust improves the efficiency of
transactions.
Trust within firms impacts employee
performance.
Trust among firms impacts customer
acquisition and retention.
Trust among the business units of
large firms impacts innovation.
20. This Is Our Moment
The Trust Nose Dive
How much do you trust each institution to do what’s right?
Source: Edelman Trust Barometer 2009, US
20
21. This Is Our Moment
Trust Report Recommendations
• Ground the enterprise in a sure sense of what
defines and differentiates it (mission, values,
principles, beliefs).
• Ensure that values are adhered to consistently
across your enterprise.
• Build and manage strong relationships with
mediating institutions.
• Embrace transparency.
• Work to build trust in your business sector.
• Focus on the core contribution that the firm
makes to society.
22. This Is Our Moment
We must assert leadership in:
Defining and activating enterprise values
Building and managing multi-stakeholder
relationships
Enabling the enterprise with “new media”
skills and tools
Building and managing trust
Be a strategy participant rather than just
a supporter
Reactive, Proactive, Interactive
Committed to ethical approach
23. This Is Our Moment
What can we influence?
• Survive the current economic crisis
• Manage the impact of changes in the
communications industry
• Take advantage of a globalized world
• Adjust departments and agencies to the
new world
There is great opportunity
24. This Is Our Moment
There is great opportunity
And great responsibility
25. This Is Our Moment
The Page Principles
• Tell the truth.
• Prove it with action.
• Listen to the customer.
• Manage for tomorrow.
• Realize a company’s true character is
expressed by its people.
• Conduct public relations as if the whole
company depends on it.
• Remain calm, patient and good-humored.