© Christophe Ginisty 2014!
From information
to shared emotions :
the new paradigm of
public relations
Christophe Ginisty
J...
© Christophe Ginisty 2014!
What do we call Public Relations?
© Christophe Ginisty 2014!
1984!
“Public relations is the
practice of managing
the spread of
information between an
indivi...
© Christophe Ginisty 2014!
2010!
“Public relations is a
strategic communication
process that builds
mutually beneficial
rel...
© Christophe Ginisty 2014!
How to build a
mutually
beneficial
relationship?
© Christophe Ginisty 2014!
INFORMATION
conversation
relationship
© Christophe Ginisty 2014!
INFORMATION
conversation
relationship
Why will people want
to enter into the
conversation?!
© Christophe Ginisty 2014!
INFORMATION
conversation
relationship
Why will people want
to enter into the
conversation?!
How...
© Christophe Ginisty 2014!
EMOTIONS ARE THE
ENGINE OF PUBLIC
RELATIONS AT THE
DIGITAL AGE
© Christophe Ginisty 2014!
What are the 3 basic activities
on social networks?
© Christophe Ginisty 2014!
© Christophe Ginisty 2014!
© Christophe Ginisty 2014!
© Christophe Ginisty 2014!
Like is an emotion in itself
Commenting is often inspired
by an emotional link to the
topic
Peo...
© Christophe Ginisty 2014!
© Christophe Ginisty 2014!
© Christophe Ginisty 2014!
WHAT PR PROFESSIONALS
MUST LEARN FROM THAT?
© Christophe Ginisty 2014!
COMMUNICATING IS NOT ENOUGH
A winning PR strategy is not
only about releasing
information and s...
© Christophe Ginisty 2014!
Traditional PR is {nearly} dead
© Christophe Ginisty 2014!
EMOTIONS HAVE BECOME THE VEHICULE
Create a set of content that
will inspire emotions from
your ...
© Christophe Ginisty 2014!
© Christophe Ginisty 2014!
CROWDS HAVE BECOME A MEDIA
Listen, monitor and be ready
to interact directly with your
stakehol...
© Christophe Ginisty 2014!
DEVIL’S IN THE DETAILS
People are commenting
outside of the core
information: check your
vulner...
© Christophe Ginisty 2014!
© Christophe Ginisty 2014!
STAKEHOLDERS ARE LOOKING FOR PAIRS
People will often share
information based on self
identificat...
© Christophe Ginisty 2014!
© Christophe Ginisty 2014!
Crisis situations will happen
Conversations will expose
organizations like never
before: be pre...
© Christophe Ginisty 2014!
© Christophe Ginisty 2014!
WHAT are the pilars of all that?
© Christophe Ginisty 2014!
listening
monitoring&!
© Christophe Ginisty 2014!
The art of modern public relations
is to become a
“community driven organization”
© Christophe Ginisty 2014!
Open
COMMUNITY DRIVEN ORGANIZATION
INSPiRATIONAL
empathiccaring
More
transparent
engaging accou...
© Christophe Ginisty 2014!
COMMUNITY DRIVEN ORGANIZATION
Trusted!
© Christophe Ginisty 2014!
Merci ;-)
Upcoming SlideShare
Loading in …5
×

10th International PR Forum in Almaty

1,323 views

Published on

Presentation given by Christophe Ginisty on June 4th 2014 at the 10th International PR Forum in Almaty, Kazakhstan, on the power of shared emotions in modern public relations

0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,323
On SlideShare
0
From Embeds
0
Number of Embeds
42
Actions
Shares
0
Downloads
21
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide

10th International PR Forum in Almaty

  1. 1. © Christophe Ginisty 2014! From information to shared emotions : the new paradigm of public relations Christophe Ginisty June 4th, 2014 Almaty – Kazakhstan @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! STAKEHOLDERS ARE LOOKING FOR PAIRS People will often share information based on self identification: identify influencers and information flows
  26. 26. © Christophe Ginisty 2014!
  27. 27. © Christophe Ginisty 2014! Crisis situations will happen Conversations will expose organizations like never before: be prepared and be ready to react fast
  28. 28. © Christophe Ginisty 2014!
  29. 29. © Christophe Ginisty 2014! WHAT are the pilars of all that?
  30. 30. © Christophe Ginisty 2014! listening monitoring&!
  31. 31. © Christophe Ginisty 2014! The art of modern public relations is to become a “community driven organization”
  32. 32. © Christophe Ginisty 2014! Open COMMUNITY DRIVEN ORGANIZATION INSPiRATIONAL empathiccaring More transparent engaging accountableEthical listening reactive ready
  33. 33. © Christophe Ginisty 2014! COMMUNITY DRIVEN ORGANIZATION Trusted!
  34. 34. © Christophe Ginisty 2014! Merci ;-)

×