What is the future of PR

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Presentation given on July 8th at the opening ceremony of the "All Africa International Public Relations Congress" in Kampala, Uganda

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What is the future of PR

  1. 1. President  2013   Interna0onal  Public  Rela0ons  Associa0on   Founder  &  CEO  Open  Agency  France   christophe@openagency.fr   @cginisty   Christophe  Ginisty   WHERE  IS  PR  GOING?     WHAT  IS  THE  FUTURE  OU  OUR  PRACTICE?  
  2. 2. First,  let’s  define  what  we  call  Public  Rela0ons…  
  3. 3. 1984   “Public  rela0ons  is  the  prac0ce  of  managing     the  spread  of  informa0on  between  an  individual  or  an   organiza0on  and  the  public”  
  4. 4. 2012   “Public  rela0ons  is  a  strategic  communica0on  process   that  builds  mutually  beneficial  rela0onships  between   organiza0ons  and  their  publics.”  
  5. 5. “As  far  as  tourism  is  concerned,   the  only  thing  Egypt  needs  now  is   Public  Rela<ons  in  order  to   establish  new  rela<onships  with   tourists  from  all  over  the  world   and  convince  them  to  come   again.”  Hisham  Zaazou    
  6. 6. “Public   rela0ons  is  the   prac0ce  of   managing  the   spread  of   informa0on   between  an   individual  or  an   organiza0on   and  the  public”   “Public  rela0ons  is  a   strategic   communica0on   process  that  builds   mutually  beneficial   rela0onships   between   organiza0ons  and   their  publics.”   2012  1984  
  7. 7. “Public  rela0ons  is  a   strategic   communica0on   process  that  builds   mutually  beneficial   rela0onships   between   organiza0ons  and   their  publics.”   How do we build this?!
  8. 8. 8  rules  to  establish     (and  maintain)  mutually   beneficial  rela0onships  
  9. 9. 1. Get to know each other
  10. 10. 2.Think “allied”, not enemies
  11. 11. 3. Give reasons to be trusted
  12. 12. 4. Express how much you care
  13. 13. 5. Create links based on openness
  14. 14. 6. Foster alternative points of view
  15. 15. 7. Share power to create
  16. 16. 8.Take distance and time to plan
  17. 17. “Life  is  the  con0nuous   adjustment  of     internal  rela0ons  to   external  rela0ons”     Herbert  Spencer   (1820-­‐1903)  
  18. 18. Merci  beaucoup  !  

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