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Ginisty for cipra summit 2012

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Presentation given during the Opening ceremony of the CIPRA (Chinese International Public Relations Association) summit in Beijing, July 26th, 2012

Presentation given during the Opening ceremony of the CIPRA (Chinese International Public Relations Association) summit in Beijing, July 26th, 2012

Published in Business , Economy & Finance
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  • 1. Public Relations in transition An historical metamorphosis Christophe Ginisty IPRA President elect 2013 European Technology / Digital evangelist @Edelman EMEA Twitter:@cginisty International Public Relations Association
  • 2. “Public relations is a strategic communication process that buildsmutually beneficial relationships between organizations and their publics.” International Public Relations Association
  • 3. How can you build mutually beneficialrelationships between organizations and their publics in a connected world? And what is changing now? International Public Relations Association
  • 4. THE BIG BANG International Public Relations Association
  • 5. TRUST IN INFORMATION SOURCES 2011 Informed Public 2012 Informed Public + 10% 29% 32% + 18% 22% 26% + 75 % + 23% 14% 16% 13% 8% TRADITIONAL ONLINE MULTIPLE SOCIAL MEDIA CORPORATE SOURCES International Public Relations Association
  • 6. The web has evolved from information to transactions to social interactions, transforming passive users into participants : people are now expecting to have an impact and being considered individually. International Public Relations Association
  • 7. changes EducationCorporations Media Governments International Public Relations Association
  • 8. Corporations Top down communications are not effective Conversations are « always on » Vulnerabilities are increasing The need for purpose has never been that high Ethical behaviors are a must Internal coms are an integral part of PR Crisis situations will be increase tremendously International Public Relations Association
  • 9. 2011 2012 Academic or expert 70% Academic or expert 68%Technical expert in the company 64% Technical expert in the company 66% Financial or industry analyst 53% A person like yourself 65% + 22 CEO CEO 50% Regular employee 50% + 16 NGO representative 47% NGO representative 50% A person like yourself 43% Financial or industry analyst 46%Government official or regulator 43% CEO CEO 38% Regular employee 34% Government official or regulator 29% International Public Relations Association
  • 10. International Public Relations Association
  • 11. Consumers will praise… and punishInternational Public Relations Association
  • 12. Niche publications Media sites and professional blogs TRADITIONAL HYBRID Traditional media: Mainstream outlets, TVs and Radios, Trades SEARCH SOCIAL OWNED Global & local Owned media: Social networks, Websites, portals,Message boards, forums, Corporate blogs, Blogosphere Apps & mobile International Public Relations Association
  • 13. Media only institution to see trust increase TRUST IN MEDIA 2011 Informed Public 2012 Informed Public Trust Trust Steady Trust 86% 80% 79% 80% 72% 73% 70% 69% 67% 65% 65% 65% 61% 60% 61% 61% 59% 57% 54% 53% 53% 52%50% 49% 50% 48% 49% 48% 46% 46% 45% 47% 45% 45% 43% 45% 42% 45% 41% 37% 37% 38% 38% 37% 37% 36% 35% 32% 33% 27% 22% N/A N/A International Public Relations Association
  • 14. Governments Radical transparency becomes the citizens’ standard need International Public Relations Association
  • 15. Government not meeting public’s expectations Government Importance Government Performance 67% LISTENS TO CITIZENS NEEDS AND FEEDBACK 17% -50 66% HAS TRANSPARENT AND OPEN PRACTICES 16% -50 EFFECTIVELY MANAGES THE FINANCIAL AFFAIRS OF THE 65% COUNTRY 19% -46 65% COMMUNICATES FREQUENTLY AND HONESTLY 16% -49 56% WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 18% -38 PROVIDES NATIONAL TRAINING PROGRAMS TO CREATE 54% EMPLOYMENT OPPORTUNITIES 18% -36CREATES INNOVATIVE PROGRAMS THAT POSITIVELY IMPACT 52% LOCAL COMMUNITIES 16% -36 PARTNERS WITH BUSINESS NGOS, AND THIRD PARTIES TO 41% ADDRESS SOCIETAL ISSUES 14% -27 International Public Relations Association
  • 16. EditorsEducation Community managers PR pros PR pros Human science spécialists CRM experts International Public Relations Association
  • 17. “The biggest challenge to PR professionals is to deal now with people that did notknow before when they were only dealing with influencers or journalists” International Public Relations Association
  • 18. Thank you very much.International Public Relations Association