Corporate communicationsin the age of social technology<br />The 12 Truths of Modern PR<br />Seoul, Korea  2011.10.11<br />
1.<br />People consume content selfishly<br />‘making the other person feel important’ has always been part of persuasion<...
We keep losing control<br />of our time<br />of our privacy<br />of our own reputation<br />of the conversation topic<br /...
3.<br />Communication is becoming ‘female’<br />communication is more and more about listening and not just talking<br />v...
4.<br />Sorry is no longer enough<br />the global rise of apology communications<br />most companies will have a crisis in...
Digital is becoming tired <br />there’s a backlash to digital jargon<br />‘Face’ is more important than Facebook<br />inac...
Attention spans keep collapsing<br />the myth of multitasking debunked<br />constant restless scrolling and clicking<br />...
Digital storytelling is key<br />the simplification of complexity<br />the rapid rise of infographics<br />where data meet...
PR & customer service are merging<br />blurring of and confusion between traditional boundaries between disciplines<br />r...
It’s all about the content<br />content must tell a compelling digital story<br />PR is becoming about programming content...
10.<br />People crave deepermeaning<br /><ul><li>many feel unsatisfied from their digital interactions, like eating chips
where the online meets the offline is key
offline = the reality of everyday life
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The 12 truths of modern public relations

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Corporate communications in the age of social technology

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The 12 truths of modern public relations

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