Global new trends in Public Relations

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Presentation given by Christophe Ginisty on March 12th, 2013 at the opening session of "PR 2.5+ Roundtable 2013: Benchmark Global Best Practices of New Media PR Stratagems and Crisis Management" in …

Presentation given by Christophe Ginisty on March 12th, 2013 at the opening session of "PR 2.5+ Roundtable 2013: Benchmark Global Best Practices of New Media PR Stratagems and Crisis Management" in Shanghai, China

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  • 1. Christophe  Ginisty   President  of  the  Interna3onal  Public  Rela3ons  Associa3on     @cginisty   Global  new  trends  in  PR  
  • 2. The  web  has  evolved   from  informa3on  to   transac3ons  to  social   interac3ons,   transforming  passive   users  into  ac3ve   par3cipants  (when  not   ac3vists).    
  • 3. Social  media  explosion  creates  a  permanent   and  some3mes  extravagant  exposure  that   raises  the  level  of  vulnerability  for  every   organiza3on/personality.    
  • 4. Conversa3ons  are   everywhere  and       always  on   The  level  of  trust   dictates  the  online   ac3vism   Stakeholders  are   reques3ng  more     ethical  behaviors   Gamifica3on:  figh3ng   against  a  well  established   brand  can  be  seen  as  a   game  by  Internet  users   The  PR  playground  has  become  much  more   complex  and  demanding  in  every  part  of  the  world  
  • 5. Conversa3ons  are   everywhere  and       always  on   The  level  of  trust   dictates  the  online   ac3vism   Stakeholders  are   reques3ng  more     ethical  behaviors   Gamifica3on:  figh3ng   against  a  well  established   brand  can  be  seen  as  a   game  by  Internet  users   The  PR  playground  has  become  much  more   complex  and  demanding  in  every  part  of  the  world  
  • 6. Most  countries  are  either  in  the  neutral  or  in  the  distrusters  side  
  • 7. Trust  into  the  different  types  of  media  
  • 8. Leaders  and  spokespeople  are  not  the  most  trusted  sources  
  • 9. Businesses  are  not  mee3ng  people’s  expecta3ons  
  • 10. Distrust  is  s3ll  significant  while  people’s   aRen3on  and  expecta3ons  are  increasing.    
  • 11. We  all  are  followed…   >56%  of  US  TwiRer  Users   are  following  more  than  6   brands  on  a  regular  basis   (source:  TwiRer)  
  • 12. Internet  users  will  praise  and…punish   Source:  GoodPurpose  survey  2012  conducted  by  StrategyOne  on  behalf  of  Edelman.   8,000  customers  accross  16  countries  –  aged  18+  
  • 13. The  web  will  become  an  gigan3c  playground:  The  Gartner   Group  has  projected  50%  of  corporate  innova3on  will  be   "gamified"  by  2015.  DeloiRe  had  already  called  gamifica3on   one  of  the  Top  10  Technology  Trends  for  2012.  
  • 14. What  PR  pros  have  to  deal  with…   «  Always  on  »  conversa3ons   followed  by  a  massive   audience  worldwide   Decline  of  the  trust  in  the   ins3tu3ons  and  in  the   tradi3onal  spokespeople   The  raise  of  expecta3ons  for   ethical  behaviors  and  the   ability  to  publicly  appreciate   The  «  gamifica3on  »   phenomenon  is  a  massive   trend  for  Internet  users   Poten3al  crisis   situa3ons  
  • 15. Be  ready  to  react     fast:  get  today  the   tools  that  may  help   you  tomorrow     Restore  trust  by   ethical  behaviors     by  being  as   transparent  as   possible   The  global  trend:  we  all  need  to  work  on  4  axis   Monitor,  listen  and   analyse  the   conversa3ons  on  a   real  3me  basis   Engage  into  the   conversa3ons     to  maintain  a  high   level  of  confidence  
  • 16. Merci  beaucoup.