From information to shared emotions: the new paradigm of PR

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Presentation given by Christophe Ginisty on May 28th in Rostov, Russia about the impact of stakeholders' emotions in today's public relations.

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From information to shared emotions: the new paradigm of PR

  1. 1. © Christophe Ginisty 2014! From information to shared emotions : the new paradigm of public relations Christophe Ginisty May 28th, 2014 Rostov – Russia @cginisty
  2. 2. © Christophe Ginisty 2014! What do we call Public Relations?
  3. 3. © Christophe Ginisty 2014! 1984! “Public relations is the practice of managing the spread of information between an individual (or an organization) and the public”
  4. 4. © Christophe Ginisty 2014! 2010! “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics”
  5. 5. © Christophe Ginisty 2014! How to build a mutually beneficial relationship?
  6. 6. © Christophe Ginisty 2014! INFORMATION conversation relationship
  7. 7. © Christophe Ginisty 2014! INFORMATION conversation relationship Why will people want to enter into the conversation?!
  8. 8. © Christophe Ginisty 2014! INFORMATION conversation relationship Why will people want to enter into the conversation?! How the conversation will lead to a relationship?!
  9. 9. © Christophe Ginisty 2014! EMOTIONS ARE THE ENGINE OF PUBLIC RELATIONS AT THE DIGITAL AGE
  10. 10. © Christophe Ginisty 2014! What are the 3 basic activities on social networks?
  11. 11. © Christophe Ginisty 2014!
  12. 12. © Christophe Ginisty 2014!
  13. 13. © Christophe Ginisty 2014!
  14. 14. © Christophe Ginisty 2014! Like is an emotion in itself Commenting is often inspired by an emotional link to the topic People will share content that moves them
  15. 15. © Christophe Ginisty 2014!
  16. 16. © Christophe Ginisty 2014!
  17. 17. © Christophe Ginisty 2014! WHAT PR PROFESSIONALS MUST LEARN FROM THAT?
  18. 18. © Christophe Ginisty 2014! COMMUNICATING IS NOT ENOUGH A winning PR strategy is not only about releasing information and sending out press releases: it is about inspiring a relationship
  19. 19. © Christophe Ginisty 2014! Traditional PR is {nearly} dead
  20. 20. © Christophe Ginisty 2014! EMOTIONS HAVE BECOME THE VEHICULE Create a set of content that will inspire emotions from your stakeholders: social media ignition
  21. 21. © Christophe Ginisty 2014!
  22. 22. © Christophe Ginisty 2014! CROWDS HAVE BECOME A MEDIA Listen, monitor and be ready to interact directly with your stakeholders: be part of it and switch to the conversational mode
  23. 23. © Christophe Ginisty 2014! DEVIL’S IN THE DETAILS People are commenting outside of the core information: check your vulnerabilities and stay accountable
  24. 24. © Christophe Ginisty 2014!
  25. 25. © Christophe Ginisty 2014! Endorsement foster propagation People will often share information based on self identification: identify influencers and information flows
  26. 26. © Christophe Ginisty 2014!
  27. 27. © Christophe Ginisty 2014! The world never sleeps PR has become a 24/7 activity: set alerts and create the conditions of a maximum reactivity
  28. 28. © Christophe Ginisty 2014! Crisis situations will happen Conversations will expose organizations like never before: be prepared and be ready to react fast
  29. 29. © Christophe Ginisty 2014!
  30. 30. © Christophe Ginisty 2014! WHAT are the pilars of all that?
  31. 31. © Christophe Ginisty 2014! listening monitoring&!
  32. 32. © Christophe Ginisty 2014! The art of modern public relations is to become a “community driven organization”
  33. 33. © Christophe Ginisty 2014! Open COMMUNITY DRIVEN ORGANIZATION INSPiRATIONAL empathiccaring More transparent engaging accountableEthical listening reactive ready
  34. 34. © Christophe Ginisty 2014! COMMUNITY DRIVEN ORGANIZATION Trusted!
  35. 35. © Christophe Ginisty 2014! Merci ;-)

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