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President	  2013	  Interna0onal	  Public	  Rela0ons	  Associa0on	  christophe@openagency.fr	  @cginisty	  Christophe	  Gin...
First,	  let’s	  define	  what	  we	  call	  Public	  Rela0ons…	  
“Public	  rela0ons	  is	  a	  strategic	  communica0on	  process	  that	  builds	  mutually	  beneficial	  rela0onships	  b...
Social	  media	  explosion	  creates	  a	  permanent	  and	  some0mes	  extravagant	  exposure	  that	  raises	  the	  lev...
Posted	  on	  Youtube	  on	  Dec	  19th,	  2011	  More	  than	  3.5	  million	  views	  on	  Dec	  20th,	  2011	  FedEx	  ...
Let’s	  have	  a	  look	  at	  what	  is	  changing	  
Conversa0ons	  are	  everywhere	  and	  	  	  always	  on	  The	  level	  of	  trust	  dictates	  the	  online	  ac0vism	 ...
Conversa0ons	  are	  everywhere	  and	  	  	  always	  on	  The	  level	  of	  trust	  dictates	  the	  online	  ac0vism	 ...
People	  do	  not	  trust	  much	  their	  ins0tu0ons…	  
Most	  countries	  are	  either	  in	  the	  neutral	  or	  in	  the	  distrusters	  side	  
But	  informed	  people	  trust	  more	  than	  the	  other	  ones	  
Trust	  into	  the	  different	  types	  of	  media	  
Leaders	  and	  spokespeople	  are	  not	  the	  most	  trusted	  sources	  
What	  is	  important	  for	  people	  ?	  	  (and	  how	  they	  value	  companies’	  performance)	  
CSR	  playground:	  Businesses	  are	  not	  mee0ng	  people’s	  expecta0ons	  
People’s	  aden0on	  and	  expecta0ons	  are	  increasing.	  	  
We	  all	  are	  followed…	  >56%	  of	  US	  Twider	  Users	  are	  following	  more	  than	  6	  brands	  on	  a	  regul...
Internet	  users	  will	  praise	  and…punish	  Source:	  GoodPurpose	  survey	  2012	  conducted	  by	  StrategyOne	  on	...
Gamifica0on:	  The	  web	  will	  become	  an	  gigan0c	  playground:	  The	  Gartner	  Group	  has	  projected	  50%	  of	...
What	  are	  the	  characteris0cs	  of	  the	  new	  ecosystem?	  
What	  PR	  pros	  have	  to	  deal	  with…	  «	  Always	  on	  »	  conversa0ons	  followed	  by	  a	  massive	  audience	...
Organiza0ons	  will	  face	  more	  crisis	  situa0ons	  than	  ever.	  But…	  
As	  the	  Chinese	  represent	  it,	  never	  forget	  that	  every	  crisis	  is	  made	  of	  danger	  and	  opportunit...
Be	  ready	  to	  react	  	  fast:	  get	  today	  the	  tools	  that	  may	  help	  you	  tomorrow	  	  Restore	  trust	 ...
Merci	  beaucoup.	  ‫ﺷﻜﺮا‬	  ‫ﺟﺰﻳﻼ‬	  
The new public relations challenges
The new public relations challenges
The new public relations challenges
The new public relations challenges
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The new public relations challenges

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Keynote given by Christophe Ginisty, President of IPRA, on Thursday, May 16th 2013 in Doha during the 3rd Regional Conference organized by the Gulf Chapter of the International Public Relations Association.

The new public relations challenges

  1. 1. President  2013  Interna0onal  Public  Rela0ons  Associa0on  christophe@openagency.fr  @cginisty  Christophe  Ginisty  THE  NEW  PR  CHALLENGES  
  2. 2. First,  let’s  define  what  we  call  Public  Rela0ons…  
  3. 3. “Public  rela0ons  is  a  strategic  communica0on  process  that  builds  mutually  beneficial  rela0onships  between  organiza0ons  and  their  publics.”  
  4. 4. Social  media  explosion  creates  a  permanent  and  some0mes  extravagant  exposure  that  raises  the  level  of  vulnerability  for  every  organiza0on/personality.    
  5. 5. Posted  on  Youtube  on  Dec  19th,  2011  More  than  3.5  million  views  on  Dec  20th,  2011  FedEx  VP  of  US  opera0ons  publicly  apologizes  on  Dec  21st    
  6. 6. Let’s  have  a  look  at  what  is  changing  
  7. 7. Conversa0ons  are  everywhere  and      always  on  The  level  of  trust  dictates  the  online  ac0vism  Stakeholders  are  reques0ng  more    ethical  behaviors  Gamifica0on:  figh0ng  against  a  well  established  brand  can  be  seen  as  a  game  by  Internet  users  The  PR  playground  has  become  much  more  complex  and  demanding  in  every  part  of  the  world  
  8. 8. Conversa0ons  are  everywhere  and      always  on  The  level  of  trust  dictates  the  online  ac0vism  Stakeholders  are  reques0ng  more    ethical  behaviors  Gamifica0on:  figh0ng  against  a  well  established  brand  can  be  seen  as  a  game  by  Internet  users  The  PR  playground  has  become  much  more  complex  and  demanding  in  every  part  of  the  world  
  9. 9. People  do  not  trust  much  their  ins0tu0ons…  
  10. 10. Most  countries  are  either  in  the  neutral  or  in  the  distrusters  side  
  11. 11. But  informed  people  trust  more  than  the  other  ones  
  12. 12. Trust  into  the  different  types  of  media  
  13. 13. Leaders  and  spokespeople  are  not  the  most  trusted  sources  
  14. 14. What  is  important  for  people  ?    (and  how  they  value  companies’  performance)  
  15. 15. CSR  playground:  Businesses  are  not  mee0ng  people’s  expecta0ons  
  16. 16. People’s  aden0on  and  expecta0ons  are  increasing.    
  17. 17. We  all  are  followed…  >56%  of  US  Twider  Users  are  following  more  than  6  brands  on  a  regular  basis  (source:  Twider)  
  18. 18. Internet  users  will  praise  and…punish  Source:  GoodPurpose  survey  2012  conducted  by  StrategyOne  on  behalf  of  Edelman.  8,000  customers  accross  16  countries  –  aged  18+  
  19. 19. Gamifica0on:  The  web  will  become  an  gigan0c  playground:  The  Gartner  Group  has  projected  50%  of  corporate  innova0on  will  be  "gamified"  by  2015.  Deloide  had  already  called  gamifica0on  one  of  the  Top  10  Technology  Trends.  
  20. 20. What  are  the  characteris0cs  of  the  new  ecosystem?  
  21. 21. What  PR  pros  have  to  deal  with…  «  Always  on  »  conversa0ons  followed  by  a  massive  audience  worldwide  Decline  of  the  trust  in  the  ins0tu0ons  and  in  the  tradi0onal  spokespeople  The  raise  of  expecta0ons  for  ethical  behaviors  and  the  ability  to  publicly  appreciate  The  «  gamifica0on  »  phenomenon  is  a  massive  trend  for  Internet  users  Need  for  even  more  professional  PR  prac00oners  
  22. 22. Organiza0ons  will  face  more  crisis  situa0ons  than  ever.  But…  
  23. 23. As  the  Chinese  represent  it,  never  forget  that  every  crisis  is  made  of  danger  and  opportunity  
  24. 24. Be  ready  to  react    fast:  get  today  the  tools  that  may  help  you  tomorrow    Restore  trust  by  ethical  behaviors    by  being  as  transparent  as  possible  PR  people  need  to  work  on  4  axis  to  prevent  crisis  Monitor,  listen  and  analyse  the  conversa0ons  on  a  real  0me  basis  Engage  into  the  conversa0ons    to  maintain  a  high  level  of  confidence  
  25. 25. Merci  beaucoup.  ‫ﺷﻜﺮا‬  ‫ﺟﺰﻳﻼ‬  

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