LISTENING	
  AND	
  RECEIVING	
  FEEDBACK	
  IN	
  
INTELLIGENT	
  PUBLIC	
  RELATIONS	
  
Christophe	
  Ginisty	
  
Presi...
First,	
  let’s	
  define	
  what	
  we	
  call	
  Public	
  Rela0ons…	
  
“Public	
  rela0ons	
  is	
  a	
  strategic	
  communica0on	
  process	
  
that	
  builds	
  mutually	
  beneficial	
  rela...
So	
  what	
  do	
  we	
  call	
  “intelligent”	
  Public	
  Rela0ons?	
  
The	
  «	
  intelligence	
  factor	
  »	
  relies	
  on	
  
the	
  ability	
  to	
  create	
  these	
  mutually	
  
benefic...
The	
  PR	
  playground	
  has	
  
become	
  much	
  more	
  
complex	
  and	
  demanding	
  in	
  
every	
  part	
  of	
 ...
4	
  pillars	
  of	
  Intelligent	
  Public	
  Rela0ons	
  

Monitor,	
  listen	
  and	
  
analyse	
  the	
  
conversa0ons...
—	
  The	
  challenge	
  —	
  	
  
Social	
  media	
  explosion	
  creates	
  a	
  permanent	
  
and	
  some0mes	
  extrav...
—	
  The	
  opportunity	
  —	
  	
  
Social	
  media	
  offer	
  organiza0ons	
  the	
  ability	
  to	
  
measure	
  and	
 ...
LISTEN	
  

LISTENING	
  HAS	
  
BECOME	
  
INSTRUMENTAL	
  
AND	
  MUST	
  BE	
  
MANAGED	
  
BEFORE	
  THE	
  
ENGAGEMEN...
Listening:	
  6	
  steps	
  
  Iden0fy	
  the	
  influence	
  bagleground	
  
  Iden0fy	
  the	
  influencers	
  
  Iden0...
Influence	
  bagleground…	
  
Asking	
  the	
  right	
  
ques0ons	
  

LISTEN	
  

ENGAGE	
  

  What	
  is	
  the	
  ecos...
Influencers…	
  
Asking	
  the	
  right	
  
ques0ons	
  

LISTEN	
  

ENGAGE	
  

  Is	
  there	
  any	
  exis0ng	
  influe...
Conversa0on	
  topics…	
  
Asking	
  the	
  right	
  
ques0ons	
  

LISTEN	
  

ENGAGE	
  

  Is	
  it	
  vital?	
  
  I...
Expecta0ons…	
  
Asking	
  the	
  right	
  
ques0ons	
  

LISTEN	
  

ENGAGE	
  

  What	
  do	
  people	
  reasonably	
 ...
Preparing…	
  
Asking	
  the	
  right	
  
ques0ons	
  

LISTEN	
  

ENGAGE	
  

  Is	
  the	
  organiza0on	
  informed?	
...
Moments…	
  
Asking	
  the	
  right	
  
ques0ons	
  

LISTEN	
  

ENGAGE	
  

  Have	
  people	
  asked	
  you	
  to	
  e...
PLAYGROUND

TIMING

INFLUENCERS

SMART

LISTENING
PREPARATION

CONVERSATIONS

EXPECTATIONS
Situa&on	
  

Possible	
  PR	
  Ac&on	
  

Playground	
  
Influencers	
  
Conversa0ons	
  
Expecta0ons	
  
Prepara0on	
  
T...
PLAYGROUND

RECEIVING	
  
FEEDBACK	
  IN	
  
INTELLIGENT	
  
PUBLIC	
  
RELATIONS	
  
REQUIRES	
  
ONGOING	
  
MONITORING	...
Thank	
  you	
  very	
  much!	
  
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Listening and receiving feedback in Intelligent Public Relations

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Presentation given by Christophe Ginisty as IPRA President on October 23rd 2013 in Tehran (Iran) during the 9th Symposium of Public Relations

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Listening and receiving feedback in Intelligent Public Relations

  1. 1. LISTENING  AND  RECEIVING  FEEDBACK  IN   INTELLIGENT  PUBLIC  RELATIONS   Christophe  Ginisty   President  2013   Interna0onal  Public  Rela0ons  Associa0on   christophe@openagency.fr  
  2. 2. First,  let’s  define  what  we  call  Public  Rela0ons…  
  3. 3. “Public  rela0ons  is  a  strategic  communica0on  process   that  builds  mutually  beneficial  rela0onships  between   organiza0ons  and  their  publics.”  
  4. 4. So  what  do  we  call  “intelligent”  Public  Rela0ons?  
  5. 5. The  «  intelligence  factor  »  relies  on   the  ability  to  create  these  mutually   beneficial  rela0onships!     “Public  rela0ons  is  a  strategic  communica0on  process   that  builds  mutually  beneficial  rela0onships  between   organiza0ons  and  their  publics.”  
  6. 6. The  PR  playground  has   become  much  more   complex  and  demanding  in   every  part  of  the  world   Conversa0ons  are   everywhere  and       always  on   The  level  of  trust   dictates  the  online   ac0vism   Stakeholders  are   reques0ng  more     ethical  behaviors   Gamifica0on:  figh0ng   against  a  well  established   organiza0ons  can  be   seen  as  a  game  by   Internet  users  
  7. 7. 4  pillars  of  Intelligent  Public  Rela0ons   Monitor,  listen  and   analyse  the   conversa0ons  on  a   real  0me  basis   Restore  trust  by   ethical  behaviors     by  being  as   transparent  as   possible   Engage  into  the   conversa0ons     to  maintain  a  high   level  of  confidence   Be  ready  to  react     fast:  get  today  the   tools  that  may  help   you  tomorrow    
  8. 8. —  The  challenge  —     Social  media  explosion  creates  a  permanent   and  some0mes  extravagant  exposure  that   raises  the  level  of  vulnerability  for  every   organiza0on/personality.    
  9. 9. —  The  opportunity  —     Social  media  offer  organiza0ons  the  ability  to   measure  and  monitor  what  is  going  on.     This  is  how  to  build  intelligent  public   rela0ons.  
  10. 10. LISTEN   LISTENING  HAS   BECOME   INSTRUMENTAL   AND  MUST  BE   MANAGED   BEFORE  THE   ENGAGEMENT   ENGAGE   MONITOR  
  11. 11. Listening:  6  steps     Iden0fy  the  influence  bagleground     Iden0fy  the  influencers     Iden0fy  the  conversa0on  topics     Iden0fy  expecta0ons     Prepare  your  organiza0on       Iden0fy  opportuni0es  and  moments   LISTEN   ENGAGE  
  12. 12. Influence  bagleground…   Asking  the  right   ques0ons   LISTEN   ENGAGE     What  is  the  ecosystem?       Is  there  clearly  iden0fied  opponents?       How  many  people  are  poten0ally  involved?     Is  the  topic  linked  to  others?       How  is  the  0me  playing?       What  is  under/out  of  control?     What  is  the  objec0ve  of  the  organiza0on?    
  13. 13. Influencers…   Asking  the  right   ques0ons   LISTEN   ENGAGE     Is  there  any  exis0ng  influencers?       Who  are  the  idea  starters?       Who  are  the  amplifiers?       Who  are  the  curators?       Who  are  the  commentators?       Who  are  the  viewers?       Do  you  need  to  create  new  influencers?    
  14. 14. Conversa0on  topics…   Asking  the  right   ques0ons   LISTEN   ENGAGE     Is  it  vital?     Is  it  changing  people’s  lives?     Is  it  already  in  the  news?     What  is  the  level  of  controversy?       What  is  the  truth?  Where  is  it?       Is  it  linked  to  another  event?       Is  there  any  well  known  symbols?    
  15. 15. Expecta0ons…   Asking  the  right   ques0ons   LISTEN   ENGAGE     What  do  people  reasonably  expect  from  you?     How  is  your  current  reputa0on?     Do  people  trust  your  organiza0on?       Do  people  have  enough  informa0on?     Do  people  need  a  specific  knowledge?         How  transparent  can  you  be?     How  friendly  is  your  organiza0on?    
  16. 16. Preparing…   Asking  the  right   ques0ons   LISTEN   ENGAGE     Is  the  organiza0on  informed?     What  does  the  internal  audience  think?       Are  you  ready  to  distribute  informa0on?       Who  will  be  the  spokespeople?       Is  there  ambassadors?     Has  the  Q&A  been  challenged?       What  is  likely  to  happen?    
  17. 17. Moments…   Asking  the  right   ques0ons   LISTEN   ENGAGE     Have  people  asked  you  to  engage?       Is  it  the  right  0me  to  talk?     When  is  the  right  moment  to  respond?       When  is  the  right  moment  to  be  silent?     How  fast  interac0ons  must  be?       How  long  are  you  ready  to  interact?       Do  you  have  enough  content?    
  18. 18. PLAYGROUND TIMING INFLUENCERS SMART LISTENING PREPARATION CONVERSATIONS EXPECTATIONS
  19. 19. Situa&on   Possible  PR  Ac&on   Playground   Influencers   Conversa0ons   Expecta0ons   Prepara0on   Timing   Every  discovery  of  the  listening   process  must  be  transformed  into  an   opportunity  to  execute  a  specific  PR   ac0on  
  20. 20. PLAYGROUND RECEIVING   FEEDBACK  IN   INTELLIGENT   PUBLIC   RELATIONS   REQUIRES   ONGOING   MONITORING   TIMING INFLUENCERS SMART LISTENING PREPARATION CONVERSATIONS EXPECTATIONS
  21. 21. Thank  you  very  much!  
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