The 12 truths of modern public relations

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Corporate communications in the age of social technology

Corporate communications in the age of social technology

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  • 1. Corporate communicationsin the age of social technology
    The 12 Truths of Modern PR
    Seoul, Korea 2011.10.11
  • 2. 1.
    People consume content selfishly
    ‘making the other person feel important’ has always been part of persuasion
    listening to the sound of one’s voice
    clicking ‘like’ generates ‘likes’
    narcissism and know-it-all-ism
    sharing ‘what makes you look good’
  • 3. We keep losing control
    of our time
    of our privacy
    of our own reputation
    of the conversation topic
    of the corporate communications narrative
    2.
  • 4. 3.
    Communication is becoming ‘female’
    communication is more and more about listening and not just talking
    vertical hierarchy being eclipsed by peer-to-peer horizontal
    a shift in the quantity & tonality of content
    more and more corporate communicators are women
  • 5. 4.
    Sorry is no longer enough
    the global rise of apology communications
    most companies will have a crisis in the next year, but most are not prepared
    lawyers are losing more client debates
    holding statements look weak and defensive; ‘hiding behind a shield’
    apologies must be sincere and genuine
  • 6. Digital is becoming tired
    there’s a backlash to digital jargon
    ‘Face’ is more important than Facebook
    inaccessibility a barrier to adoption
    the gurus say: most people ‘don’t get it’
    but there’s only so much to ‘get’
    social brand > social business > blabla
    diminishing returns are setting in
    5.
  • 7. Attention spans keep collapsing
    the myth of multitasking debunked
    constant restless scrolling and clicking
    the speed of change is accelerating
    ‘what’s trending’ is often utter drivel
    raw emotion – especially anger – is trumping thinking and reflection
    there’s no time to tell stories anymore
    6.
  • 8. Digital storytelling is key
    the simplification of complexity
    the rapid rise of infographics
    where data meets design is the sweet spot
    ‘brain drain’ from journalism to PR when ‘every company can be a media company’
    Guardian announcement today: The Guardian displays newslist to public online
    7.
  • 9. PR & customer service are merging
    blurring of and confusion between traditional boundaries between disciplines
    real-time rapid response plus savvy content curation is easy but vexing
    the rise of dedicated digital teams
    expanding the power of corporate communications and the CCO
    8.
  • 10. It’s all about the content
    content must tell a compelling digital story
    PR is becoming about programming content for communities
    there’s too much noise, not enough signal
    there’s a ‘TED’ constituency out there
    content must be repurposeable across platforms, which change relentlessly
    9.
  • 11. 10.
    People crave deepermeaning
    • many feel unsatisfied from their digital interactions, like eating chips
    • 12. where the online meets the offline is key
    • 13. offline = the reality of everyday life
    • 14. digital is ‘cool’ but it is also cold (transaction-like); analogue is warmer and face-to-face (relationship-like)
  • Complexity is making PR harder
    the hundreds of people in a PR professional’s life have become millions
    the sheer size of communities is a communications management challenge
    communities are ‘social’ but they are highly atomized and ‘individually sensible’
    analytics only answer some questions
    11.
  • 15. Asian companies are going digital
    12.
    Percentage of companies using a branded social media platform