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Robert from public relations to public engagement

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Robert from public relations to public engagement

  1. 1. From Public Relations to Public Engagement
  2. 2. change will never be this slow again 2009 2010 2011 2012
  3. 3. bonchek’s six shifts MEDIA: from AUDIENCE to COMMUNITY INDIVIDUALS: from CONSUMER to CO- CREATOR BRANDS: from PUSH to PULL ORGANISATIONS: from HEIRARCHIES to NETWORKS MARKETS: from PRODUCTS to PLATFORMS LEADERSHI from CONTROL to EMPOWER P:
  4. 4. communications and the evolution of influence yesterday today Social Advocists PLATFORMS / AGGREGATION SITES Employees Citizen Elite Consumers COMMUNITIES Elites Mass Mass analogue social digital authority humanity my my influence clover network
  5. 5. public engagement: the evolution of public relations WHY PE? WHY HOW DO WE TALK NOW? ABOUT PE? PE is how Edelman sees the The world is increasingly Communications today is as world of communications. complex. Authority and much about what we do as consumer power continue to what we say. It advances the It’s the operating framework disperse. Business needs to shared interests of business within which we work. It behave and communicate and society in a finite, fast- provides strategic guidance differently. And change will fail world. It needs to be and defines measurable never be this slow again. open, honest and frequent. outcomes. PE helps Edelman play in an It is our belief that evolving and competitive communications now has to landscape of digital expand to fit the mantra of networks, media agencies, Public Engagement – we ad agencies, CRM, research have to be able to firms and management understand and advise on consultancies. business strategy as well as business communications. at heart, PE is:   bottom-up; social; transparent; values-led; rooted in action PE ultimately gives businesses the License to Lead
  6. 6. seven behaviors UNDERSTAND that everyone can be an activist now LISTEN to regular people PARTICIPATE in the always-on conversation CREATE and co-create shareable content BUILD narratives to navigate the media clover PRACTICE genuine transparency RECOGNIZE that good business needs profit + purpose + engagement
  7. 7. seven human connectivity Mathematics (and the algorithms that drive search and social) are trends shaping the networked world in which we live - but it is real people who provide the content and shape the stories. Empathy and humanity are key citizens rising unseen possibilities The dispersion of authority We still have no idea what away from traditional power technological possibilities lie structures will only increase in ahead and change is never speed - and a new era of going to be this slow again accountability to regular people is the inevitable result brand orbits & the death of push shared interests; finite capital Smart companies and brands of Demography not democracy the future recognise that may now be society’s greatest pushing out messages will get challenge – and while human them nowhere; creating resources are infinite, ‘gravitational orbits’ that allow planetary (and financial) clusters of shared interests to resources are not. Shared form and ‘pull’ audiences interest models will help represents the engagement of business play a leading role in the future developing solutions from license to operate to the mobile tipping point the licence to lead The future is mobile and the Businesses will move from next generation will be compliance culture to leadership empowered like never before based on values. A new social contract emerges that recalibrates the relationship between government, business and civic society

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