View
73
Download
2
Category
Preview:
DESCRIPTION
президент IPRA 2013 Тема выступления: “Новая парадигма PR: от информации к эмоциям”
Citation preview
© Christophe Ginisty 2014!
From information to shared emotions : the new paradigm of public relations
Christophe Ginisty
May 28th, 2014
Rostov – Russia
@cginisty
© Christophe Ginisty 2014!
What do we call Public Relations?
© Christophe Ginisty 2014!
1984!
“Public relations is the practice of managing the spread of information between an individual (or an organization) and the public”
© Christophe Ginisty 2014!
2010!
“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics”
© Christophe Ginisty 2014!
How to build a
mutually
beneficial
relationship?
© Christophe Ginisty 2014!
INFORMATION conversation
relationship
© Christophe Ginisty 2014!
INFORMATION conversation
relationship
Why will people want
to enter into the
conversation?!
© Christophe Ginisty 2014!
INFORMATION conversation
relationship
Why will people want
to enter into the
conversation?!
How the conversation will lead to a relationship?!
© Christophe Ginisty 2014!
EMOTIONS ARE THE ENGINE OF PUBLIC RELATIONS AT THE DIGITAL AGE
© Christophe Ginisty 2014!
What are the 3 basic activities on social networks?
© Christophe Ginisty 2014!
© Christophe Ginisty 2014!
© Christophe Ginisty 2014!
© Christophe Ginisty 2014!
Like is an emotion in itself
Commenting is often inspired
by an emotional link to the
topic
People will share content that
moves them
© Christophe Ginisty 2014!
© Christophe Ginisty 2014!
© Christophe Ginisty 2014!
WHAT PR PROFESSIONALS
MUST LEARN FROM THAT?
© Christophe Ginisty 2014!
COMMUNICATING IS NOT ENOUGH
A winning PR strategy is not only about releasing information and sending out press releases: it is about inspiring a relationship
© Christophe Ginisty 2014!
Traditional PR is {nearly} dead
© Christophe Ginisty 2014!
EMOTIONS HAVE BECOME THE VEHICULE
Create a set of content that will inspire emotions from your stakeholders: social media ignition
© Christophe Ginisty 2014!
© Christophe Ginisty 2014!
CROWDS HAVE BECOME A MEDIA
Listen, monitor and be ready to interact directly with your stakeholders: be part of it and switch to the conversational mode
© Christophe Ginisty 2014!
DEVIL’S IN THE DETAILS
People are commenting outside of the core information: check your vulnerabilities and stay accountable
© Christophe Ginisty 2014!
© Christophe Ginisty 2014!
Endorsement foster propagation
People will often share information based on self identification: identify influencers and information flows
© Christophe Ginisty 2014!
© Christophe Ginisty 2014!
The world never sleeps
PR has become a 24/7 activity: set alerts and create the conditions of a maximum reactivity
© Christophe Ginisty 2014!
Crisis situations will happen
Conversations will expose organizations like never before: be prepared and be ready to react fast
© Christophe Ginisty 2014!
© Christophe Ginisty 2014!
WHAT are the pilars of all that?
© Christophe Ginisty 2014!
listening monitoring &!
© Christophe Ginisty 2014!
The art of modern public relations
is to become a
“community driven organization”
© Christophe Ginisty 2014!
Open
COMMUNITY DRIVEN ORGANIZATION
INSPiRATIONAL
empathic caring
More
transparent
engaging accountable Ethical
listening
reactive ready
© Christophe Ginisty 2014!
COMMUNITY DRIVEN ORGANIZATION
Trusted!
© Christophe Ginisty 2014!
Merci ;-)
Recommended