Your SlideShare is downloading. ×
Richard Edelman -- New Media Academic Summit 2010
Richard Edelman -- New Media Academic Summit 2010
Richard Edelman -- New Media Academic Summit 2010
Richard Edelman -- New Media Academic Summit 2010
Richard Edelman -- New Media Academic Summit 2010
Richard Edelman -- New Media Academic Summit 2010
Richard Edelman -- New Media Academic Summit 2010
Richard Edelman -- New Media Academic Summit 2010
Richard Edelman -- New Media Academic Summit 2010
Richard Edelman -- New Media Academic Summit 2010
Richard Edelman -- New Media Academic Summit 2010
Richard Edelman -- New Media Academic Summit 2010
Richard Edelman -- New Media Academic Summit 2010
Richard Edelman -- New Media Academic Summit 2010
Richard Edelman -- New Media Academic Summit 2010
Richard Edelman -- New Media Academic Summit 2010
Richard Edelman -- New Media Academic Summit 2010
Richard Edelman -- New Media Academic Summit 2010
Richard Edelman -- New Media Academic Summit 2010
Richard Edelman -- New Media Academic Summit 2010
Richard Edelman -- New Media Academic Summit 2010
Richard Edelman -- New Media Academic Summit 2010
Richard Edelman -- New Media Academic Summit 2010
Richard Edelman -- New Media Academic Summit 2010
Richard Edelman -- New Media Academic Summit 2010
Richard Edelman -- New Media Academic Summit 2010
Richard Edelman -- New Media Academic Summit 2010
Richard Edelman -- New Media Academic Summit 2010
Richard Edelman -- New Media Academic Summit 2010
Richard Edelman -- New Media Academic Summit 2010
Richard Edelman -- New Media Academic Summit 2010
Richard Edelman -- New Media Academic Summit 2010
Richard Edelman -- New Media Academic Summit 2010
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Richard Edelman -- New Media Academic Summit 2010

13,817

Published on

The fourth annual New Media Academic Summit is being held at NYU on June 23rd and 24th, 2010.

The fourth annual New Media Academic Summit is being held at NYU on June 23rd and 24th, 2010.

1 Comment
41 Likes
Statistics
Notes
No Downloads
Views
Total Views
13,817
On Slideshare
0
From Embeds
0
Number of Embeds
32
Actions
Shares
0
Downloads
405
Comments
1
Likes
41
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Derek to provide
  • Transcript

    • 1. THE THIRD WAY: PUBLIC ENGAGEMENT
      Richard Edelman
      New Media Academic Summit
      June 23, 2010
    • 2. Don’t panic.
      This is not a party broadcast.
      I Thesis
      II Landscape
      III Third Way – Public Engagement
    • 3. PHASE ONE PAID MEDIA
      Advertising
      MASS AUDIENCE
    • 4. PHASE TWO EARNED MEDIA
      Public Relations “Messaging”
      BROADCAST
    • 5. RELATIONSHIPS
      PHASE THREE OWNED & SOCIAL MEDIA
      Direct Channels
      Viewed by >600,000 in first 24 hrs
    • 6. STRATEGIC EQUIVALENCE
      “There is now strategic equivalence for the first time between paid, earned and owned media”
      Randall Rothenberg
      Interactive Advertising Bureau
    • 7. NEW MANDATE FOR PR
      Beyond Communications to Strategy & Policy
      Rise of CCO
      Performance
      & Purpose
      Consumer Justification
      Corporate + Brand
      Green is
      Green
    • 8. 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?
    • 9. 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
    • 10. I Thesis
      II Landscape
      III Third Way– Public Engagement
    • 11. MEDIA IS MASS & NICHE
      Players differ by country, but trend is consistent
      Pre-defined
      Long Tail/Niche Content
      Mass Appeal
      Pre-selected
    • 12. 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
    • 13. 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
    • 14. 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
    • 15. MEDIA EVOLVES
      Niche Influencers
      Integrated consumer generated content
      New Advertising
      High-end mediawill be paid, not free
    • 16. 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
    • 17. I Thesis
      II Landscape
      III Third Way– Public Engagement
    • 18. STRATEGIC PIVOT FOR PR
      Core Strategy & Creative
      Execution/Vendor
      Dialogue
      One-way Communications
      Inform the conversation with compelling content
      Pitching
      Discussion & Participation
      Earned Media
    • 19. THE THIRD WAY
      The Evolution of PR
      Mainstream Media
      New Media
      Public
      Engagement
      Owned
      Media
      Social
      Media
    • 20. 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
    • 21. NEW APPROACH TO MEDIA RELATIONS
      Popular Voice
      Requires Video
      Aggregating Content
      Immediacy
    • 22. MULTI-FACETED MEDIA ENGAGEMENT
      Outreach to Influencers
      Media
      Partnerships
      Celebrity
      Involvement
      Public
      Involvement
      36 MILLION CHILDREN ENROLLED THROUGH 60,000 SCHOOLS
    • 23. 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
    • 24. DIRECT: EVERY COMPANY IS A MEDIA COMPANY
      Owned Channels
      Viewed by >300,000 people daily
    • 25. 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
    • 26. RESEARCH: ENGAGE AUDIENCES WHENEVER AND WHERE-EVER
      Identify
      Idea Starters
      Provide them with Relevant Content
      New Scientist
      Greenpeace International
      Scientific American
      Cambridge University Press
    • 27. 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
    • 28. GALVANIZING IDEAS
      Stimulates Action
      Can evolve
      Crossesmultiplechannels
      Substanceand ‘legs’
    • 29. CONTENT
      Compelling and Entertaining Easily Shared
    • 30. DELIVER CONTENT ACROSS 4 SCREENS
    • 31. 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
    • 32. NOTE OF CAUTION
      Higher Standards
      Don’t pretend to be journalists
    • 33. 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
       

    ×