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The Future is Yesterday:Public Relations in the Networked Era
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The Future is Yesterday: Public Relations in the Networked Era

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Lee Rainie, director of the Pew Internet Project, will describe the new media ecology and how “networked individuals” get, share and create information. This new environment has disrupted the old …

Lee Rainie, director of the Pew Internet Project, will describe the new media ecology and how “networked individuals” get, share and create information. This new environment has disrupted the old models of public relations and requires a new understanding of how information is passed through social media and networks and how influence is reconfigured when everyone is a publisher and a broadcaster.

Published in: Technology, Business

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  • 1. The Future is Yesterday:Public Relations in the Networked Era Public Relations Society September 20, 2012 Lee Rainie: Director, Pew Internet Project Email: Lrainie@pewinternet.org Twitter: @Lrainie PewInternet.org
  • 2. we need a tshirt, "I survived the keynote disaster of 09" “Tweckle (twek’ul) vt. Toabuse a speakerdontTwitter its awesome in the "I to want toturn away from the accident because I followers ain the audience might see severed head" waywhile he/she is speaking.”too bad they took my utensils away w/ my plate. I could have jammed the butter knife into my temple. 2
  • 3. Digital Revolution 1: BroadbandInternet (85%) and Broadband at home (66%)
  • 4. Networked creators among internet users• 69% are social networking site users• 59% share photos and videos• 37% contribute rankings and ratings• 33% create content tags• 30% share personal creations• 26% post comments on sites and blogs• 15% have personal website• 15% are content remixers• 16% use Twitter• 14% are bloggers• … of smartphone owners, 18% share their locations; 74% get location info and do location sharing
  • 5. Revolution 2: Mobile – 89% of adults 331.6 Total U.S. population: 315.5 million 2011
  • 6. Revolution 3: Social networking 59% of adults
  • 7. New Reality 1) The world is full of networked individuals using networked information Image attribution: Flickrverse, Expanding Ever with New Galaxies Forming Cobalt123 http://www.flickr.com/photos/cobalt/34248855/sizes/z/in/photostream/
  • 8. New Reality 2) The is no high-tech secret sauce for effective message content
  • 9. New Reality 2) Corollaries• Credibility is assessed through multiple filters – Trusted information sources (including search engines) – Personal beliefs/experiences – Social networks – Aggressive fact checking• Yes, bad information hangs around, but it can be attacked in several ways – Recanting – Better information, especially from multiple sources
  • 10. New Reality 3) Mass-media megaphones still matter to getting a story out, but new messaging opportunities have emerged and new influencers can be identified appsDavid Edelman: “Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places,” Harvard Business Review http://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places/ar/1
  • 11. New Reality 4) Real-time, just-in-time,“my time” messages/data are powerful
  • 12. New Reality 5) Be findable … andalways be ready for your closeup Gloria Swanson as “Norma Desmond” in Sunset Boulevard http://www.imdb.com/title/tt0043014/
  • 13. New Reality 6) There are stages of engagementwith audiences and each has a different weighthttp://www.idealware.org/articles/engagement-pyramid-six-levels-connecting-people-and-social-change
  • 14. New reality 6) Corollaries• The social media space is a “fifth estate” with a different civic sensibility• Facebook is different from Twitter• Social media users are semi-elite, they do not represent everybody• Lurkers matter as an audience that is watching and assessing
  • 15. New Reality 7) Influence is migrating from organizations to networks and new “experts”Traditional experts with new platforms, esp. blogsAmateur experts who are avid contributors – sometimes with tribesNew algorithmic authorities
  • 16. New Reality 7) CorollariesSocial networks are more influential and are differently segmented and layered Sentries
  • 17. New Reality 7) CorollariesSocial networks are more influential and are differently segmented and layeredEvaluators
  • 18. New Reality 7) CorollariesSocial networks are more influential and are differently segmented and layered Audience
  • 19. New Reality 8) The flow of information has changed – and so have people’s attention zones• Continuous partial attention to media streams• Immersion in deep dives• Info-snacking in free moments
  • 20. New Reality 9) All organizations are under more scrutiny … transparency is a new marker of trustSurveillance – powerful watch the ordinarySousveillance – ordinary watch powerfulCoveillance – peers stalk peers
  • 21. New Reality 10) The age of big data is upon us – and will give new power to analytics
  • 22. New Reality 11) Critical uncertainties remainThe architecture itselfInformation policiesSocial norms and attitudes
  • 23. Eat foodNot too muchMostly plants.Eat pie.Very good pie.Not often.Call Mom.Let her talk.Don’t argue.Make promises.Don’t break them.Find loopholes.
  • 24. Public Relations Rules - 1 Be unforgettable. Engage the crowd. Adjust accordingly.
  • 25. Public Relations Rules - 2 Share ideas On many platforms. Listen hard.
  • 26. Public Relations Rules - 3 Recruit influencers. Distribute your stuff. Go mobile.
  • 27. Be notafraid
  • 28. Thank you!