1. THE
IMPORTANCE
OF
CROWD
PHENOMENON
IN
REPUTATION
MANAGEMENT
Christophe
Ginisty
President
2013
Interna0onal
Public
Rela0ons
Associa0on
christophe@ginisty.com
4. 984
1
“Public
rela0ons
is
the
prac0ce
of
managing
the
spread
of
informa0on
between
an
individual
or
an
organiza0on
and
the
public”
5. 012
2
“Public
rela0ons
is
a
strategic
communica0on
process
that
builds
mutually
beneficial
rela0onships
between
organiza0ons
and
their
publics.”
6. 984
1
“Public
rela0ons
is
the
prac0ce
of
managing
the
spread
of
informa0on
between
an
individual
or
an
organiza0on
and
the
public”
012
2
“Public
rela0ons
is
a
strategic
communica0on
process
that
builds
mutually
beneficial
rela0onships
between
organiza0ons
and
their
publics.”
7. The
key
factor
today
relies
today
on
the
ability
(or
the
art)
to
create
these
mutually
beneficial
rela0onships!
This
is
a
consequence
of
the
social
media
development
“Public
rela0ons
is
a
strategic
communica0on
process
that
builds
mutually
beneficial
rela0onships
between
organiza0ons
and
their
publics.”
8.
9. «
You
can’t
build
a
reputa2on
based
on
what
you
are
going
to
to
do!
»
Henry
Ford
10. Conversa0ons
are
everywhere
and
always
on
The
level
of
trust
is
declining
and
provokes
reac0ons
from
the
audience
The
PR
playground
has
become
much
more
complex
and
demanding:
Reputa0on
is
an
self
mo0vated
and
an
on-‐going
construc0on
by
the
stakeholders
Stakeholders
are
reques0ng
more
ethical
behaviors
and
more
transparency
Influence
starts
at
the
crowd
level:
social
interac0ons
online
set
the
game
11. —
My
point
of
view
—
Public
Rela0ons
has
not
become
“digital”
Public
Rela0ons
has
become
social!
12. So
what?
How
to
leverage
the
strategy
since
Public
Rela0ons
has
become
social?
13. In
a
social
world,
people
interac0ons
are
the
media.
So
we
need
to
listen
and
be
inspired
by
3
key
elements…
20. Ac0vism:
“I
am
ready
to
call
for
boycoe
a
company
that
does
not
pay
taxes”
21. Will
you
have
0me
to
visit
the
country?
Will
we
have
a
chance
to
create
a
beeer
rela0onship
with
you
based
on
a
more
educated
knowledge?
22. All
we
have
to
do
is
to
transform
the
organiza0on
into
a
social
body:
strategy
must
be
inspired
by
a
social
transforma0on
23. “In
the
long
history
of
humankind
those
who
learned
to
collaborate
and
improvise
most
effec2vely
have
prevailed.”
Charles
Darwin
24. Learn
to
collaborate
Listen
Iden0fy
Invite
Open
Engage
Implement
Measure
Improvise
more
effec0vely
Listen
Select
Care
Organize
React
Inspire
trust
Measure
25. Learn
to
collaborate
Listen
Iden0fy
Invite
Open
Engage
Implement
Measure
Improvise
more
effec0vely
Listen
Select
Care
Organize
React
Inspire
trust
Measure
26. A
strategy
is
a
decision
Implementa0on
is
a
dialog
(and
some0mes
an
ongoing
negocia0on)
27. 4
pillars
of
“Social”
Public
Rela0ons
Monitor,
listen
and
analyse
the
conversa0ons
on
a
real
0me
basis
Restore
trust
by
ethical
behaviors
by
being
as
transparent
as
possible
Engage
into
the
conversa0ons
to
maintain
a
high
level
of
confidence
Be
ready
to
react
fast:
get
today
the
tools
that
may
help
you
tomorrow