Hacking Public Relations How Understanding
and Embracing Open-Source and Hacker Culture Is Critical to PR’s Future - # # # - |_|0|_| |_|0|0| |0|0|0| Phil Gomes SVP, Digital Edelman phil.gomes@edelman.com @philgomes #hackingpr Rev. 2014-05-12-1300

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|_|0|_| |_|0|0| |0|0|0| define_problempr> |_3_| _pr>

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|_|0|_| |_|0|0| |0|0|0| |_4_| Complexity has increased exponentially.

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|_|0|_| |_|0|0| |0|0|0| |_6_| Source: Buddy Media, LUMA

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|_|0|_| |_|0|0| |0|0|0| |_7_| Source: CSC

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|_|0|_| |_|0|0| |0|0|0| |_8_| Attention is extremely fractured.

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|_|0|_| |_|0|0| |0|0|0| |_9_| ADHD != Affliction == Coping Mechanism

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|_|0|_| |_|0|0| |0|0|0| |_11_| Institutions and other mechanisms of control struggle with the Internet, barely capable of handling such a chaotic medium.

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|_|0|_| |_|0|0| |0|0|0| |_12_| Source: IBM Global CMO Study, 2011

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|_|0|_| |_|0|0| |0|0|0| |_15_| Trust in authority has waned. Expertise and “peer-ness” is most important.

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|_|0|_| |_|0|0| |0|0|0| |_16_| Source: Edelman Trust Barometer 2013, 2014 0 10 20 30 40 50 60 70 80 Academic or expert Technical expert in the company A person like yourself Financial or industry analyst NGO representative Regular employee CEO Gov't official or regulator 2013 2014

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|_|0|_| |_|0|0| |0|0|0| |_17_| Greatest Gap In General Trust Within Publics and Elites U.A.E. Germany Australia France Sweden Source: Edelman Trust Barometer 2014 -14 pts -13 pts -15 pts

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|_|0|_| |_|0|0| |0|0|0| ? |_18_|

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|_|0|_| |_|0|0| |0|0|0| load_obligatory_personal_ story pr> |_19_| _pr>

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|_|0|_| |_|0|0| |0|0|0| define_opensourcepr> |_22_| _pr>

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|_|0|_| |_|0|0| |0|0|0| |_23_| pr> print_opensource_def Universal access to a system’s basic core design. Distribution of any improvements to the system as contributed by others. _pr>

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|_|0|_| |_|0|0| |0|0|0| define_hackingpr> |_24_| _pr>

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|_|0|_| |_|0|0| |0|0|0| != |_25_|

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|_|0|_| |_|0|0| |0|0|0| CCBY-NC-NDWaltJabsco |_27_|

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|_|0|_| |_|0|0| |0|0|0| == |_28_|

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|_|0|_| |_|0|0| |0|0|0| |_29_| pr> print_hacking_def The act of, and a passion for, exploring and under- standing how a system works, adapting it, and sharing it. _pr>

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|_|0|_| |_|0|0| |0|0|0| |_30_| “The Hacker Way is an approach to building that involves continuous improvement and iteration. Hackers believe that something can always be better, and that nothing is ever complete. They just have to go fix it — often in the face of people who say it’s impossible or are content with the status quo.”

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|_|0|_| |_|0|0| |0|0|0| define_importancepr> |_31_| _pr>

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|_|0|_| |_|0|0| |0|0|0| |_32_| pr> {1,2,3,4,5,6}_reasons _pr>

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|_|0|_| |_|0|0| |0|0|0| |_34_| pr> open_source_is_a_ proven_way_to_deal_ with_complexity _pr>

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|_|0|_| |_|0|0| |0|0|0| |_35_| [T]he knowledge of the circumstances of which we must make use never exists in concentrated or integrated form but solely as the dispersed bits of incomplete and frequently contra- dictory knowledge which all the separate individuals possess. F.A. Hayek, The Use of Knowledge in Society, Sept. 1945

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|_|0|_| |_|0|0| |0|0|0| |_36_|  15,000,000 lines of code  10,000 developers  1,000 companies  70-day release cycle  7+ changes/hour  476/500 fastest supercomputers  More than half of all Web servers Source: Linux.Com, Sept. 2013; Netcraft August 2013

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|_|0|_| |_|0|0| |0|0|0| |_37_|  74% of units sold  +1B activations to- date  1.5M activations/day Source: Gartner, May 2013; TechCrunch, Sept. 3, 2013

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|_|0|_| |_|0|0| |0|0|0| |_38_|  242 languages  29.1M articles  1.7M total contributors to-date w/ ≥10 edits ea.  72k active contributors Source: stats.Wikipedia.org, August 2013

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|_|0|_| |_|0|0| |0|0|0| |_39_| Source: Statsounter, September 2013  Approx. 60% of browsers

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|_|0|_| |_|0|0| |0|0|0| |_40_|  Loosely knit online activist collective  Operates as a “do-ocracy”

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|_|0|_| |_|0|0| |0|0|0| |_41_|  Combines citizen journalism and mapping for social activism and disaster reporting

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|_|0|_| |_|0|0| |0|0|0| |_42_| “Build a great team, practice failure, and use open source.”

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|_|0|_| |_|0|0| |0|0|0| |_44_| pr> pr_source_code_is_ *already*_leaking _pr>

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|_|0|_| |_|0|0| |0|0|0| |_52_| pr> opensource_values_ and_practices_many_ of_the_same_things_ pr_professes_to…and_ will_keep_our_trade_ honest _pr>

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|_|0|_| |_|0|0| |0|0|0| |_53_| pr> hands-on_imperative Remove barriers

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|_|0|_| |_|0|0| |0|0|0| |_54_| pr> information_wants_to_ be_free …as in “speech,” not (always) as in “beer”

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|_|0|_| |_|0|0| |0|0|0| |_55_| pr> mistrust_authority Promote decentralization

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|_|0|_| |_|0|0| |0|0|0| |_56_| pr> no_bogus_criteria Value deeds, not titles, status, race, sex, condition or words

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|_|0|_| |_|0|0| |0|0|0| |_57_| pr> create_truth_and_ beauty Embrace artistry and creativity

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|_|0|_| |_|0|0| |0|0|0| |_58_| pr> change_life_for_the_ better Provide mutual and objective value to the communities you most want to influence

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|_|0|_| |_|0|0| |0|0|0| |_60_| pr> if_current_trends_ and_fads_are_left_ unchecked_our_content_ will_be_treated_as_a_ bug_or_network_damage _pr>

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|_|0|_| |_|0|0| |0|0|0| |_62_| Foundatdanreid.org

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|_|0|_| |_|0|0| |0|0|0| |_63_| Found at manchester.ac.uk

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|_|0|_| |_|0|0| |0|0|0| |_69_| pr> opensource_and_hacker_ concepts_help_address_ hierarchy-averse_ audiences _pr>

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|_|0|_| |_|0|0| |0|0|0| Pretty much everyone else. |_70_| BDFL

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|_|0|_| |_|0|0| |0|0|0| |_71_| Source: Crowston/Howison, 2006; Valverde/Sol, 2006

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|_|0|_| |_|0|0| |0|0|0| |_73_| pr> how_long_can_we_be_ subject_to_the_ “tyranny_of_the_ big_idea?” _pr>

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|_|0|_| |_|0|0| |0|0|0| |_74_| In the end, it will come down to whether and how well you help a community that matters to you do what it does better. That’s it.

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|_|0|_| |_|0|0| |0|0|0| Ok, Now What? |_75_|

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|_|0|_| |_|0|0| |0|0|0| define_remediespr> |_76_| _pr>

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|_|0|_| |_|0|0| |0|0|0| |_78_| pr> your_org_==_broken If you were to build your communications team from scratch right now, would it look *anything* like what you have today? _pr>

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|_|0|_| |_|0|0| |0|0|0| |_79_| Source: Crowston/Howison, 2006

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|_|0|_| |_|0|0| |0|0|0| |_80_| pr> delete_illusions Assume there are no truly “proprietary methodologies.” Those evaporated when your first employee left your company. _pr>

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|_|0|_| |_|0|0| |0|0|0| |_81_| There are no secrets. Only information you don’t yet have. Adam Curry, Former VJ, Podfather

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|_|0|_| |_|0|0| |0|0|0| |_82_| pr> add_value_to_source _pr> “Open source” doesn’t mean there’s no money to be made. You just have to be a lot better at adding value to what’s out there.

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|_|0|_| |_|0|0| |0|0|0| |_84_| “77% of hiring managers are prioritizing Linux jobs above other openings, and 90% plan to hire Linux pros in the next six months.” “Linux skills have been in demand, consistently, for years. When it comes to compensation, Linux professionals’ salaries are rising faster than the overall market.” Source: dice.com, linux.com; March 3, 2014

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|_|0|_| |_|0|0| |0|0|0| |_85_| pr> get_hands_dirty If your success is based on reading/forwarding around the latest AdAge article or pundit post before your boss reads it, you’re *way* too far from the data. _pr>

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|_|0|_| |_|0|0| |0|0|0| |_87_| pr> accelerate_ disintermediation If your job security is solely based on staying between your company/client and its audiences for as long as possible, you’re going to lose both. _pr>

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|_|0|_| |_|0|0| |0|0|0| |_88_| Know when to get out of the way. Craig Newmark, Founder, CraigsList

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|_|0|_| |_|0|0| |0|0|0| |_89_| pr> makers > talkers “There is no scorn more profound, or on the whole more justifiable, than that of the men who make for the men who explain.” – G.H. Hardy _pr>

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|_|0|_| |_|0|0| |0|0|0| |_91_| pr> success_!=_everyone_ happy_all_the_time Disagreement and even blind rage aren’t *always* signs of PR failure. It could mean that you have a passionate community. I thought that’s what you *wanted*. _pr>

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|_|0|_| |_|0|0| |0|0|0| |_93_| pr> create/adopt_a_ project What “itch” can you “scratch” in our profession that you’re confident will make things better for *all* parties involved? _pr>

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|_|0|_| |_|0|0| |0|0|0| |_95_| pr> <3_chaos The most successful of us will understand this fast-moving and disordered environment and provide counsel and guidance. The least successful will simply complain about Wikipedia not having an Editor-in-Chief. _pr>

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|_|0|_| |_|0|0| |0|0|0| |_96_| pr> always_tinker Rapid adaptation is the key. Embracing these concepts will take patience, courage, and a long-term view. _pr>

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Hacking Public Relations How Understanding
and Embracing Open-Source and Hacker Culture Is Critical to PR’s Future - # # # - |_|0|_| |_|0|0| |0|0|0| Phil Gomes SVP, Digital Edelman phil.gomes@edelman.com @philgomes #hackingpr