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 Shanghai, China

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Global new trends in Public Relations

  1. 1. Christophe  Ginisty   President  of  the  Interna3onal  Public  Rela3ons  Associa3on     @cginisty   Global  new  trends  in  PR  
  2. 2. The  web  has  evolved   from  informa3on  to   transac3ons  to  social   interac3ons,   transforming  passive   users  into  ac3ve   par3cipants  (when  not   ac3vists).    
  3. 3. Social  media  explosion  creates  a  permanent   and  some3mes  extravagant  exposure  that   raises  the  level  of  vulnerability  for  every   organiza3on/personality.    
  4. 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. 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. 6. Most  countries  are  either  in  the  neutral  or  in  the  distrusters  side  
  7. 7. Trust  into  the  different  types  of  media  
  8. 8. Leaders  and  spokespeople  are  not  the  most  trusted  sources  
  9. 9. Businesses  are  not  mee3ng  people’s  expecta3ons  
  10. 10. Distrust  is  s3ll  significant  while  people’s   aRen3on  and  expecta3ons  are  increasing.    
  11. 11. We  all  are  followed…   >56%  of  US  TwiRer  Users   are  following  more  than  6   brands  on  a  regular  basis   (source:  TwiRer)  
  12. 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. 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. 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. 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. 16. Merci  beaucoup.  

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