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The power of social media in public education and engagement

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This is my speech to the meeting today of the International Association of Anti-Corruption Authorities in Hong Kong. The role of public relations in the public interest using social media as a way to …

This is my speech to the meeting today of the International Association of Anti-Corruption Authorities in Hong Kong. The role of public relations in the public interest using social media as a way to build peer-to-peer relationships was the focus of my presentation.


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  • Photo credit: http://www.flickr.com/photos/pedromourapinheiro/5075612989
  • Photo credit: http://www.flickr.com/photos/pedromourapinheiro/5075612989
  • Photo credit: http://www.flickr.com/photos/xiaming/1369788004
  • PR Professionalism of NGO’s
  • Jan 2010 – Hong KongAbout 10,000 people protest against the construction of high speed railway and approval of Government fundings gather outside the then Legislative Building
  • In just 10 weeks the fan count for the Yellow Ribbon Project Singapore page has risen from just over a thousand fans to more than 15,000 fans today.The rich content and integration with real-life events has helped to keep interactivity with fans high – an average of 85 likes and 16 comments daily.
  • How companies are communicating and engaging.Let’s look at hisory. Nehru, India, looking towards the future…
  • Transcript

    • 1. The power of social media in publiceducation and engagementBob Pickard,Burson-Marsteller8 December 2011
    • 2. Changing media consumption…
    • 3. …in Hong Kong
    • 4. …but companies have been slow to engage Percentage of companies with at least one branded social media channelSource: Global data from Burson-Marsteller Global Fortune 100 Social Media Checkup 2010 Asia data from Burson-Marsteller Asia-Pacific Social Media Study 2010
    • 5. Not any more Percentage of companies with at least one branded social media channelSource: Global data from Burson-Marsteller Global Fortune 100 Social Media Checkup 2011 Asia data from Burson-Marsteller Asia-Pacific Social Media Study 2011
    • 6. Different patterns of engagement… Percentage of companies with a branded presence on each social media channelSource: Burson-Marsteller Asia-Pacific Social Media Study 2011
    • 7. Social marketingWear seatbelts! 7
    • 8. Social marketingDo not smoke! 8
    • 9. The death of deference
    • 10. PR Professionalism of NGO’s
    • 11. Online network,offline protest…
    • 12. … in Hong Kong
    • 13. Forcing change…
    • 14. Where are theopportunities?
    • 15. Need to relinquish control…
    • 16. Fueling mainstream
    • 17. Storytelling through infographics
    • 18. 80 major global „threats‟ identified
    • 19. Governments cannot do it alone• old systems and institutions simply cannot cope with new complexity and speed• these challenges require the engagement of an entire society of stakeholders• the role of public relations is therefore key Klaus Schwab, World Public Relations Forum 2010
    • 20. The modern Relationship Imperative Collaborate with stakeholders for success today and sustainability tomorrow demands: • Governments need to engage corporations, NGOs and ordinary citizens in their work • Corporations must show ‘micro-level’ accountability to all stakeholders • “Public relations in the public interest” – relationship brokerage to help bring about economic recovery, political freedom, technological advancement and social justice Source: Dan Tisch, Global Alliance for PR and Communications Management
    • 21. “…the past is over and it is thefuture that beckons to us now.” Jawaharlal Nehru