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 Public Engagement - Reality and Evolution of Public Relations by Richard Edelman
 

Public Engagement - Reality and Evolution of Public Relations by Richard Edelman

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Richard Edelman's presentation for the 2010 Best Practices in Change & Internal Communications Summit.

Richard Edelman's presentation for the 2010 Best Practices in Change & Internal Communications Summit.

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     Public Engagement - Reality and Evolution of Public Relations by Richard Edelman Public Engagement - Reality and Evolution of Public Relations by Richard Edelman Presentation Transcript

    • THE THIRD WAY: PUBLIC ENGAGEMENT Richard Edelman Becoming an Engaged Organization in a Connected World October 5, 2010
    • Don‟t panic. This is not a party broadcast. I Thesis II Landscape III Third Way – Public Engagement
    • PHASE ONE PAID MEDIA Advertising MASS AUDIENCE
    • PHASE TWO EARNED MEDIA Public Relations “Messaging” BROADCAST
    • PHASE THREE OWNED & SOCIAL MEDIA Direct Channels Viewed by >600,000 in first 24 hrs RELATIONSHIPS
    • STRATEGIC EQUIVALENCE “There is now strategic equivalence for the first time between paid, earned and owned media” Randall Rothenberg Interactive Advertising Bureau
    • OPERATING IN A WORLD WITHOUT TRUST Which stakeholder should be most important to a CEO’s business decisions? Government 3% 7% Employees 11% Society at Large All stakeholders are equally important 13% Customers 52% 14% Shareholders Source: 2010 Edelman Trust Barometer: When a CEO makes business decisions for his or her company, which stakeholder SHOULD BE most important to a CEO‟s business decisions?
    • NEW MANDATE FOR PR Beyond Communications to Strategy & Policy Performance Corporate Consumer Green is Rise of CCO & Purpose + Brand Justification Green
    • PR IS THE ORGANIZING FORCE Mainstream New Media Digital Properties Print/Broadcast/Radio Mobile Public Engagement Owned Social Web Consumer Generated Consumer Journalism New Influencers Mobile Blogging Employee Content Events
    • I Thesis II Landscape III Third Way– Public Engagement
    • MEDIA IS MASS & NICHE Players differ by country, but trend is consistent Pre-defined Long Tail/ Niche Content Mass Appeal Pre-selected
    • MEDIA CONSUMPTION: PEOPLE NOW MULTI-TASKING People need info from multiple Minutes of media consumed by sources, voices and to hear it 3-5 8 –18 year-olds per day times to believe it 700 458 DK: 7% Once: 6% 10+ times: 5% Twice: 16% 379 6-9 times: 6% Movies Print Video Games 4-5 times: 25% 3 times: 35% Computer Music TV 3-5 times: 60% 0 1999 2009 Source: Kaiser Family Foundation Source: 2010 Edelman Trust Barometer
    • MEDIA ARE SOCIAL & PORTABLE People now have a portfolio of information sources 37% internet users contribute to news creation 51% social networking users get news from people they follow 61% Americans get their news online vs. 17% from newspapers 46% Americans get their news from 4-6 online media platforms daily 63% Increase in time spent on social networks in ‟08, surpassing e-mail 33% of cell phone owners now access news via their phones. Source: PEW/Various
    • SOCIAL MEDIA IS LOCAL 23% Follow Journalists on Social Networking Sites Social networking surpassed email by time spent. 65% 47M +100% 471M +20% 25M +9% 20M +14% 14M -7% 120M +35% 54M -12% 19M +1107% 74M 0% 34M +6% 52M -44% 15M -22% 47M
    • MEDIA EVOLVES: CONDÉ NAST APPROACH Consumer Ownership Integrated Web Marketing Properties Magazines Exceptional Events Inception Content Mobile Digital Consumer Magazines Journalism Digital Blogging Video Content Amplification Time
    • “Regular Employee” as Credible as CEO Spokesperson Credibility 100% 2009 2010 90% 80% 70% 66% 66% 60% 55% 49% 50% 47% 45% 43% 40% 40% 34% 31% 32% 32% 30% 26% 19% 20% 10% 0% CEO A financial or Government NGO An academic or Regular Person like industry official representative expert employee yourself analyst F99-105. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about a company from that person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box: Very + Extremely Credible) Informed Publics ages 25-64 in 20 countries 16
    • I Thesis II Landscape III Third Way– Public Engagement
    • STRATEGIC PIVOT FOR PR Execution/Vendor Core Strategy & Creative One-way Communications Dialogue Pitching Inform the conversation with compelling content Earned Media Discussion & Participation
    • THE THIRD WAY The Evolution of PR Mainstream New Media Media Public Engagement Owned Social Media Media
    • TENETS OF PUBLIC ENGAGEMENT Advancing Shared Interests in a World of Inter-dependence Listen with new intelligence Participate in the conversation--real time/all the time Create and co-create content Socialize media relations Champion open advocacy Build active partnerships for common good Embrace and navigate the complexity Increased Changed Engaged Commercial Trust Behaviors Communities Success
    • NEW MANDATE REQUIRES NEW SKILLS Mainstream New Media Digital Properties Public Print/Broadcast/Radio Engagement Mobile Research Search Ideas Content Owned Media Social Web Consumer Generated Consumer Journalism New Influencers Mobile Blogging Employee Content Events
    • RESEARCH: IDEA STARTERS AND AMPLIFIERS Identify idea starters Who, in turn, engage Provide them with relevant content amplifiers to start discussions New Scientist Greenpeace International Scientific American Cambridge University Press Print and Environment Division
    • SEARCH IS KING • All content should be search optimized • Social media sites like Twitter and Orkut are now media companies, with powerful search and trending data • Google Analytics measures impact of advertising vs. search vs. referring sites • Real-time (twitter, facebook etc) data enables participation in discussions, as well as measurement Google Analytics
    • GALVANIZING IDEAS Crosses Stimulates Can Substance multiple Action evolve and „legs‟ channels
    • CONTENT Compelling and Entertaining Easily Shared
    • DELIVER CONTENT ACROSS 4 SCREENS
    • SOCIAL MEDIA: GO WHERE PEOPLE ARE "We have the most powerful distribution mechanism that has been created in a generation“ -- Mark Zuckerberg, Facebook Digital Embassies + Consumer Generated Content (TWITTER PORGRAM) "Companies formerly known as advertisers now have to figure out how to create conversation on Facebook...that's how the flavor program developed by marketing firm Edelman Digital enabled Ben and Jerry's to increase its fans from 300,000 to 1 million in just six weeks.“ -- David Kirkpatrick, The Facebook Effect
    • NEW APPROACH TO MEDIA RELATIONS Popular Voice Requires Video Aggregating Content Immediacy
    • DIRECT: EVERY COMPANY IS A MEDIA COMPANY Owned Channels Viewed by >300,000 people daily
    • FROM PR TO PUBLIC ENGAGEMENT PR has become the organizing principle of strategy and communications We engage stakeholders in long-term social relationships, as all communications has become public and we’ve moved from a shareholder to a stakeholder world We build brands/corporate reputations by starting with research, creating galvanizing ides and compelling content that engages multiple audiences through Mainstream, New, Social and Owned media Tomorrow’s discussion will be about how a social organization can advance your goals