Ginisty for Saudi Aramco Communication Symposium 2014

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Presentation given by Christophe Ginisty on February 4th 2014 at the Saudi Aramco Communication Symposium about Communicating Energy Efficiency Globally

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Ginisty for Saudi Aramco Communication Symposium 2014

  1. 1. Communicating Energy Efficiency Globally Christophe Ginisty Immediate past President IPRA Founder of Open Agency christophe@openagency.fr @cginisty
  2. 2. « Our energy future is our choice » Robert Phillips
  3. 3. Energy Efficiency has to be a co-construction
  4. 4. Communicating on Energy efficiency needs to reflect the promise of this co-construction
  5. 5. The power of
  6. 6. The power of don’t buy a product, we are invited to change the way we live and behave in order to change the world
  7. 7. It has to become a partnership
  8. 8. How can PR contribute to it?
  9. 9. 984 1 “Public relations is the practice of managing the spread of information between an individual or an organization and the public”
  10. 10. 012 2
  11. 11. 012 2 “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics”
  12. 12. 984 1 “Public relations is the practice of managing the spread of information between an individual or an organization and the public” 012 2 “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics”
  13. 13. “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
  14. 14. The key factor today relies today on the ability (or the art) to create these mutually beneficial relationships! This is a consequence of the social media development “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
  15. 15. Communication should be participatory
  16. 16. We are dealing directly with people on social networks: the crowd has become the medium
  17. 17. We need to partner with stakeholders: we can’t afford not to do it
  18. 18. How to build those mutually beneficial relationships on energy efficiency campaigns?
  19. 19. Key words are…
  20. 20. Inspire trust by being: Informed Involved Humble Transparent Accountable
  21. 21. Inspire trust by being: Informed Involved Humble Transparent Accountable Give rise to an emotion by: Informing Educating Entertaining Warning/scaring Inspiring activism
  22. 22. Emotions are decision takers
  23. 23. A few years ago, neuroscientist Antonio Damasio made a groundbreaking discovery. He studied people with damage in the part of the brain where emotions are generated. He found that they seemed normal, except that they were not able to feel emotions. But they all had something peculiar in common:…
  24. 24. A few years ago, neuroscientist Antonio Damasio made a groundbreaking discovery. He studied people with damage in the part of the brain where emotions are generated. He found that they seemed normal, except that they were not able to feel emotions. But they all had something peculiar in common: they couldn’t make decisions.
  25. 25. A study conducted by Emerald Group Publishing has found that key motivations for energy efficient refurbishment can be categorized into the broad themes of economic, social, and environmental motivations. These motivations will be affected by a wide number of interrelated internal and external factors and mediated by the emotions of the individual.
  26. 26. Emotions are the pillar of social networks
  27. 27. Emotions have become the preferred shared information
  28. 28. Traditional media (and so PR) has lost the leadership: Emotions are the info and the crowd is the vehicle
  29. 29. •  The information is the emotion and emotion is all about influencing decisions
  30. 30. •  The information is the emotion and emotion is all about influencing decisions •  The vehicle is the crowd that will spread the emotions online
  31. 31. •  The information is the emotion and emotion is all about influencing decisions •  The vehicle is the crowd that will spread the emotions online •  The way to establish a mutually beneficial relationship is to inspire trust and leadership by being what you have to be (not by communicating what you promise to become)
  32. 32. •  The information is the emotion and emotion is all about influencing decisions •  The vehicle is the crowd that will spread the emotions online •  The way to establish a mutually beneficial relationship is to inspire trust and leadership by being what you have to be (not by communicating what you promise to become) •  You have to remain transparent and accountable at any time.
  33. 33. •  All this will give birth to a new kind of organizations…
  34. 34. The community driven organizations  Caring about the stakeholders  Inspired by the insights  Creating emotional links  Publicly open to influence  Transparent and loyal  Accountable  Inspiring
  35. 35. ①  Find what people are talking about
  36. 36. ①  Find what people are talking about ②  Find what people believe about the topic of energy efficiency
  37. 37. ①  Find what people are talking about ②  Find what people believe about the topic of energy efficiency ③  Find what moves them about it
  38. 38. ①  Find what people are talking about ②  Find what people believe about the topic of energy efficiency ③  Find what moves them about it ④  Does it really move you as well?
  39. 39. ①  When the power of emotions dominate information, this might be the ground for wrong beliefs about Energy efficiency.
  40. 40. ①  When the power of emotions dominate information, this might be the ground for wrong beliefs about Energy efficiency. ②  As Gerald Bronner, a French Sociologist commented:   ”The ones who strongly believe into an information fact are more motivated than the other ones and will spend more time promoting it online. Believers are statistically more numerous and will generate more activism. Rationalism is not motivating as much as irrationalism.”
  41. 41. Communicating Energy Efficiency Globally is not about saying something new but being a trusted & emotionally connected organization whose transparent behavior will inspire change.
  42. 42. Thankyou Christophe Ginisty CEO Open Agency Christophe@OpenAgency.fr +33 (0)6 16 95 03 18

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