Richard Edelman -- New Media Academic Summit 2010

THE THIRD WAY: PUBLIC ENGAGEMENT
Richard Edelman
New Media Academic Summit
June 23, 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

RELATIONSHIPS
PHASE THREE OWNED & SOCIAL MEDIA
Direct Channels
Viewed by >600,000 in first 24 hrs

STRATEGIC EQUIVALENCE
“There is now strategic equivalence for the first time between paid, earned and owned media”
Randall Rothenberg
Interactive Advertising Bureau

NEW MANDATE FOR PR
Beyond Communications to Strategy & Policy
Rise of CCO
Performance
& Purpose
Consumer Justification
Corporate + Brand
Green is
Green

OPERATING IN A WORLD WITHOUT TRUST
Which stakeholder should be most important to a CEO’s business decisions?
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?

PR IS THE ORGANIZING FORCE
Mainstream
New Media
Social
Digital Properties
Print/Broadcast/Radio
Consumer
Journalism
Blogging
Mobile
Public
Engagement
Owned
Consumer Generated
Web
New Influencers
Mobile
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 sources, voices and to hear it 3-5 times to believe it
Minutes of media consumed by
8 –18 year-olds per day
700
458
379
Movies
Print
Video Games
Computer
Music
TV
3-5 times: 60%
0
2009
1999
Source: Kaiser Family Foundation
Source: 2010 Edelman Trust Barometer

MEDIA IS 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 networking surpassed email by time spent.
65%
47M
+20%
25M
-12%
19M
+35%
54M
+100%
471M
+9%
20M
-7%
120M
+14%
14M
0%
34M
+1107%
74M
-44%
15M
-22%
47M
+6%
52M
SOCIAL MEDIA IS LOCAL
23% Follow Journalists on Social Networking Sites

MEDIA EVOLVES
Niche Influencers
Integrated consumer generated content
New Advertising
High-end mediawill be paid, not free

CONDÉ NAST MULTIMEDIA APPROACH
Consumer Ownership
Integrated
Marketing
Web
Properties
Magazines
Exceptional
Content
Inception
Events
Mobile
Consumer
Journalism
Blogging
Digital
Magazines
Digital
Video
Content Amplification Time

I Thesis
II Landscape
III Third Way– Public Engagement

STRATEGIC PIVOT FOR PR
Core Strategy & Creative
Execution/Vendor
Dialogue
One-way Communications
Inform the conversation with compelling content
Pitching
Discussion & Participation
Earned Media

THE THIRD WAY
The Evolution of PR
Mainstream Media
New Media
Public
Engagement
Owned
Media
Social
Media

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
TENETS OF PUBLIC ENGAGEMENT
Advancing Shared Interests in a World of Inter-dependence
Increased
Trust
Changed
Behaviors
Engaged
Communities
Commercial
Success

NEW APPROACH TO MEDIA RELATIONS
Popular Voice
Requires Video
Aggregating Content
Immediacy

MULTI-FACETED MEDIA ENGAGEMENT
Outreach to Influencers
Media
Partnerships
Celebrity
Involvement
Public
Involvement
36 MILLION CHILDREN ENROLLED THROUGH 60,000 SCHOOLS

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

DIRECT: EVERY COMPANY IS A MEDIA COMPANY
Owned Channels
Viewed by >300,000 people daily

Mainstream
New Media
Social
Digital Properties
Print/Broadcast/Radio
Consumer
Journalism
Blogging
Mobile
Public
Engagement
Research
Ideas
Content
Owned
Consumer Generated
Web
New Influencers
Mobile
Employee Content
Events
NEW MANDATE REQUIRES NEW SKILLS

RESEARCH: ENGAGE AUDIENCES WHENEVER AND WHERE-EVER
Identify
Idea Starters
Provide them with Relevant Content
New Scientist
Greenpeace International
Scientific American
Cambridge University Press

WHO IN TURN, ENGAGE AMPLIFIERS TO BUILD CONVERSATIONS
Antalis
EU Energy Star
BP
Breem
BSI Group
Cabinet Office
Forest Stewardship Council
Climate Care
Dept For Culture Media And Sport
Envisionw
DFID
Health Protection Agency
DMA
ESRC
Ecotricity
London Fashion Week
Energy Star
Forestry Commission
DARDNI
Business Link
Freecycle
European Comission
Canon
Future Forests
Global Reporting Initiative
Centre For Alternative Technology
Global Action Plan
Friends Of The Earth
Good Energy
Green Dot Compliance
Greenpeace International
Green Mark
Howard Smith Paper Group
ISO
DEFRA
Health And Safety Executive
DOE NI
Independent
Horner Brothers
Cambridge University Press
Greenpeace
British Print
Carbon Trust
BERR
Environment Agency
CBI
DCFS
JG Environmental
Financial Times
BTCV
Ingenta Connect
Guardian
Dept of Communities
BBC
Envirowise
IPCC
CABE
CABI
BITC
Department For Transport
BSI Gloabl
HM Treasury
GPS Colour Graphics
Envergy Saving Trust
HP
London Development Agency
London Better Together
Blackwell Publishing
IEMA
Beacon Press
Healeys Print Group
For The Future
Computerweekly.com
Geoff Neal Litho
DBO
Met Office
OGC
Waste Online
The Countryside Agency
OECD
The Woodland Trust
New Scientist
Scottish Environment Protection Agency
Trading Standards Central
Waste Watch
Recycle More
Office Of Public Sector Information
Loughborough University
Telegraph
Scientific American
National Assembly For Wales
NISP
WWF
NY Times
WRI
PEFC
The Scottish Executive
Netregs
Printing Talk
UK Government Sustainable Development
Recycle Now
Routledge
The Times
Recycling Appeal
Ricoh UK
The European Union
Robert Horne
University of Oxford
Springerlink
The Planning Inspectorate
SD Comission
Tesco
WRAP
NERC
The Environment Trust
The Fairtrade Foundation
The United Nations
The University Of Sheffield
Treehugger
People and Planet
Unesco
Panning Portal
University College London
Print Week
University Of East Anglia
The Ecologist
University Of Sussex
Sustrans
Mayor Of London
What PC
Oxfam
WHO
World Land Trust
Xerox
Teachernet
NAPM
Pureprint Group
Total Print Expo
Transport For London
The Carbonneutral Company
Seacourt
Printing and Environment Conversation

GALVANIZING IDEAS
Stimulates Action
Can evolve
Crossesmultiplechannels
Substanceand ‘legs’

CONTENT
Compelling and Entertaining Easily Shared

DELIVER CONTENT ACROSS 4 SCREENS

PR PROFESSIONALS REQUIRE NEW SKILL SET
Listen with intelligence
Digital natives
Create compelling and entertaining content
Creative across multi-channels
Strategic counselors
Experts across both corporate and brand marketing

NOTE OF CAUTION
Higher Standards
Don’t pretend to be journalists

PR IS THE ORGANIZING PRINCIPLE OF STRATEGY & COMMUNICATIONS
Two Dimensions
Encompass a broader set of media options, from Mainstream to New to Social to Owned
Engage stakeholders in long-term social relationships, as all communications become public

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Richard Edelman -- New Media Academic Summit 2010

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Richard Edelman -- New Media Academic Summit 2010 — Presentation Transcript