This document discusses redefining public relations (PR) and outlines a new definition. It suggests PR is about cultivating brand favorability and sustainable brand integrity by listening to and influencing important audiences to know, like, trust, be front of mind, or talk about the brand. It emphasizes that PR theory should be fundamental to practice, thinking outside the traditional "PR bubble", and focusing on brand favorability and integrity as measured by the "5 Golden Questions". The document calls on readers to help write the next volume in redefining PR for the future.

1. New School PR

2. My Museum
Gallery
Level 1
Gallery
Level 2

3. No one can predict
the future

4. Redefine PR
- or die?
Vol.1
#PRredefined

5. Are these familiar?

7. Existing efforts
‘Reputation’

8. “The function of [communication] does not lie in the scientific
training of the individual, but in calling the masses’ attention to
certain facts, processes, necessities etc, whose significance is thus
for the first time placed within their field of vision……its effect for
the most part must be aimed at the emotions and only to a very
limited degree at the so-called intellect. All [communications] must
be popular and its intellectual level must be adjusted to the most
limited intelligence it is addressed to. …The art of [communication]
lies in understanding the emotional ideas of great masses and
finding, through a psychologically correct form, the way to attention
and thence to the heart of the broad masses. “

9. Respect complexity

10. Our tools
ear
Word in ear

11. How we really think

12. 5 Golden Questions
#1 Are you known?
#2 Are you liked?
#3 Are you trusted?
#4 Are you front of mind?
#5 Are you talked about?

13. Ghost in PR House

14. ‘Brand’

15. BIG Brand Theory
Characterization ≠ Character

16. + context

17. There is no ‘Truth’
“700 passengers of the SS Titanic
arrived safely in New York.”

18. Welcome to ‘Truthiness’
“The quality of stating
concepts one wishes or
believes to be true,
rather than the facts.”

20. A new definition?
“PR is about cultivating Brand Favourability
and sustainable Brand Integrity by listening to
& influencing your important people to know,
like, trust, be front-of-mind, or talk about you.”

21. Which animal?

22. Ironically, most of this
ain’t new

23. + context

24. Meets criteria
Bottom-up Outside PR bubble
Respects complexity
Contextualizes ‘reputation’
Meme-friendly
Inspiring call to action

25. New School PR ?

26. Our future?

27. 3 things…
1. Theory fundamental to practise
2. Thinking outside ‘PR bubble
3. Brand Favourability + Integrity
with 5 Golden Questions

28. Redefine PR
- or die?
Vol.1
#PRredefined
Don’t just buy the ebook – help write Vol. II !

29. Be
magnificent