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The importance of Crowd Phenomenon
 

The importance of Crowd Phenomenon

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Presentation given by Christophe Ginisty (2013 IPRA President) in Belgrade, Serbia, for the Telekom Serbia PRilika 2013

Presentation given by Christophe Ginisty (2013 IPRA President) in Belgrade, Serbia, for the Telekom Serbia PRilika 2013

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  • Great! I just would add that... PR is the art of build and MANTAIN good relationships with the key groups of people upon which the failure or success of your business depends. How? Sometimes I think best PR simply ARE, rather than DO. You communicate WHO you ARE. sorryyyyyyyyyyyy for the long comment! There is so many to say, yes? Thank you for your helpful suggestions!
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    The importance of Crowd Phenomenon The importance of Crowd Phenomenon Presentation Transcript

    • THE  IMPORTANCE  OF  CROWD  PHENOMENON     IN  REPUTATION  MANAGEMENT     Christophe  Ginisty   President  2013   Interna0onal  Public  Rela0ons  Associa0on   christophe@ginisty.com  
    • @cginisty  
    • First,  let’s  define  what  we  call  Public  Rela0ons…  
    • 984   1 “Public  rela0ons  is  the  prac0ce  of  managing     the  spread  of  informa0on  between  an  individual  or  an   organiza0on  and  the  public”  
    • 012   2 “Public  rela0ons  is  a  strategic  communica0on  process   that  builds  mutually  beneficial  rela0onships  between   organiza0ons  and  their  publics.”  
    • 984   1 “Public   rela0ons  is  the   prac0ce  of   managing  the   spread  of   informa0on   between  an   individual  or  an   organiza0on   and  the  public”   012   2 “Public  rela0ons  is  a   strategic   communica0on   process  that  builds   mutually  beneficial   rela0onships   between   organiza0ons  and   their  publics.”  
    • The  key  factor  today  relies  today  on   the  ability  (or  the  art)  to  create  these   mutually  beneficial  rela0onships!     This  is  a  consequence  of  the  social   media  development   “Public  rela0ons  is  a  strategic  communica0on  process   that  builds  mutually  beneficial  rela0onships  between   organiza0ons  and  their  publics.”  
    • «  You  can’t  build   a  reputa2on   based  on  what   you  are  going  to   to  do!  »   Henry  Ford  
    • Conversa0ons  are   everywhere  and       always  on   The  level  of  trust  is   declining  and  provokes   reac0ons  from  the   audience   The  PR  playground  has   become  much  more   complex  and  demanding:     Reputa0on  is  an  self   mo0vated  and  an  on-­‐going   construc0on  by  the   stakeholders   Stakeholders  are   reques0ng  more     ethical  behaviors  and   more  transparency   Influence  starts  at  the   crowd  level:  social   interac0ons  online  set   the  game  
    • —  My  point  of  view  —     Public  Rela0ons  has  not  become  “digital”   Public  Rela0ons  has  become  social!    
    • So  what?   How  to  leverage  the   strategy  since  Public   Rela0ons  has  become   social?    
    • In  a  social  world,  people  interac0ons  are  the  media.   So  we  need  to  listen  and  be  inspired  by  3  key  elements…  
    • “Sen0mental  crowds”  
    • The  sen0mental  crowds  create  the  fer0le  ground  on   which  your  influence  will  grow  (or  not)    
    • Belief:  “It  is  unsafe  to   travel  to  Egypt  due  to   the  poli2cal  situa2on”  
    • Belief:  “McDonald’s  famous  burger   would  only  contain  25%  beef”  
    • Emo0on:  “I   admired  Steve   Jobs  so  much   that  I  had   bought  Apple   products”  
    • Ac0vism:     “I  am   ready  to   call  for   boycoe  a   company   that  does   not  pay   taxes”  
    • Will  you  have  0me  to  visit  the  country?   Will  we  have  a  chance  to  create  a  beeer  rela0onship  with   you  based  on  a  more  educated  knowledge?  
    • All  we  have  to  do  is  to  transform  the   organiza0on  into  a  social  body:     strategy  must  be  inspired  by  a  social   transforma0on  
    • “In  the  long  history   of  humankind  those   who  learned  to   collaborate  and   improvise  most   effec2vely  have   prevailed.”     Charles  Darwin  
    • Learn  to   collaborate    Listen    Iden0fy      Invite    Open    Engage    Implement    Measure     Improvise  more   effec0vely    Listen    Select    Care    Organize    React      Inspire  trust    Measure    
    • Learn  to   collaborate    Listen    Iden0fy      Invite    Open    Engage    Implement    Measure     Improvise  more   effec0vely    Listen    Select    Care    Organize    React      Inspire  trust    Measure    
    • A  strategy  is  a  decision   Implementa0on  is  a  dialog   (and  some0mes  an  ongoing  negocia0on)  
    • 4  pillars  of  “Social”  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    
    • Thank  you  very  much!   (and  pray  for  our  football  team)