Futurist Gerd Leonhard on The Future Of Communications And Public Relations

Slide 1: www.mediafuturist.com Gerd Leonhard gerd@mediafuturist.com www.mediafuturist.com March 2008 The Future of Public Relations Saturday, March 22, 2008 1

Slide 2: www.mediafuturist.com The basic Mission: Finding & Being Found Saturday, March 22, 2008 2

Slide 3: www.mediafuturist.com The challenge Saturday, March 22, 2008 3

Slide 4: www.mediafuturist.com Saturday, March 22, 2008 4

Slide 6: www.mediafuturist.com Just reading / listening / watching is the past... Saturday, March 22, 2008 6

Slide 7: www.mediafuturist.com Just reading / listening / watching is the past... Saturday, March 22, 2008 7

Slide 8: www.mediafuturist.com Collective Intelligence? Wisdom of the Masses? Saturday, March 22, 2008 8

Slide 9: www.mediafuturist.com Make Change Write Watch Listen Read Saturday, March 22, 2008 9

Slide 10: www.mediafuturist.com Large Companies & Brands Networked Individuals Individuals Mass Markets >>>>>>>>> Mass PR Consumer Conversations <<<>>> Social Media PR Large Companies Networked & Brands Individuals Saturday, March 22, 2008 10

Slide 11: www.mediafuturist.com Some quick bottom lines... The truth travels the fastest (but it’s all about timing, too) We need to give something to receive something (it’s all about PULL, going forward) Often, we will need to reduce control to get more attention The switch from Monolog / Broadcast / Push mode to Conversation Mode is tough but crucial Consumers have ideas, too (there is no monopoly on creativity) Technology offers great solutions but it’s our assumptions and paradigms that must change ﬁrst Saturday, March 22, 2008 11

Slide 12: Good example for a PULL release www.mediafuturist.com Saturday, March 22, 2008 12

Slide 14: www.mediafuturist.com Source: IBM Saturday, March 22, 2008 14

Slide 15: www.mediafuturist.com Individual Engaging Personalized Niche Enabler that PULLS people in... Saturday, March 22, 2008 15

Slide 16: www.mediafuturist.com So how are the biggest brands doing...? Saturday, March 22, 2008 16

Slide 17: Yes? No? Maybe? www.mediafuturist.com Saturday, March 22, 2008 17

Slide 18: www.mediafuturist.com How much does this way of being or ‘getting in touch’ matter to YOU? Saturday, March 22, 2008 18

Slide 19: The Attention Economy www.mediafuturist.com Real Values Relevancy Personalization Privacy Transparency Saturday, March 22, 2008 19

Slide 22: www.mediafuturist.com Pulling people in Saturday, March 22, 2008 22

Slide 23: www.mediafuturist.com RSS: Next Generation Reading is... Feeding Saturday, March 22, 2008 23

Slide 24: www.mediafuturist.com RSS: Next Generation Reading is... Feeding Keep in mind: email is for old people ;) Saturday, March 22, 2008 24

Slide 25: www.mediafuturist.com Creating and maintaining a vortex... Saturday, March 22, 2008 25

Slide 26: Start broadcasting! www.mediafuturist.com Saturday, March 22, 2008 26

Slide 27: www.mediafuturist.com Brands that influence culture sell more Culture is the new catalyst for growth Saturday, March 22, 2008 27

Slide 28: www.mediafuturist.com Does your brand have an Evangelist? Ambassador Appointed Blogger Thought Catalyst Disruptor Public Activist Super-Node... Saturday, March 22, 2008 28

Slide 31: www.mediafuturist.com Source: KenRadio.com Saturday, March 22, 2008 31

Slide 32: www.mediafuturist.com Source: KenRadio.com Saturday, March 22, 2008 32

Slide 33: www.mediafuturist.com Engage those lurking reporters Saturday, March 22, 2008 33

Slide 34: www.mediafuturist.com Blogging benefits Showing your clients that you are engaged Establish DDB executives as ‘people that know’ Cheapest form of building your profile i.e. marketing yourself Easiest way to show your expertise and skills Great way to network and start new conversations Generate new business Saturday, March 22, 2008 34

Slide 35: www.mediafuturist.com Blogging: the key questions Are you ready, in terms of culture / paradigm? Who will carry the torch, and who will be involved (and how do you increase participation?) What are the objectives? Is it clear what’s okay and what’s not? Saturday, March 22, 2008 35

Slide 36: www.mediafuturist.com Bottom Line If you want bloggers to pay more attention to you, you probably have to start blogging yourself Saturday, March 22, 2008 36

Slide 37: www.mediafuturist.com The Dell Blogging Experiment Building Credibility thru Dialog Saturday, March 22, 2008 37

Slide 38: www.mediafuturist.com A Corporate Weblog Rulebook (Scoble, 2003, and Gerd, 2008) Write with authority Talk about yourself and what’s real to YOU Tell the truth (yes, always), if you don’t know just say so Use a human, personal voice Use the best new technologies and web gadgets Have (grow) a thick skin Admit mistakes and problems Underpromise & over-deliver Syndicate widely Employ text, audio, video... Saturday, March 22, 2008 38

Slide 39: www.mediafuturist.com May I suggest a new definition... User-based: • Content • Context • Conversation Saturday, March 22, 2008 39

Slide 40: And who’s out there doing this? www.mediafuturist.com Saturday, March 22, 2008 40

Slide 42: www.mediafuturist.com Transparency = Trust Trust = Influence Saturday, March 22, 2008 42

Slide 43: www.mediafuturist.com New horizons in TRUST Saturday, March 22, 2008 43

Slide 44: www.mediafuturist.com Trust Landscape (adapted from Edelmann) ‘Business’ has recovered from 2002 lowest trust point In the West, ‘Government’ is at a low point The developing world puts far more trust and faith in business than does the developed world Technology is the only globally trusted industry sector American companies face a lack of trust in Europe New attributes matter in building trust: Personalization Localization Developing reputation from the “inside-out” CEO is important but often not sufficient Saturday, March 22, 2008 44

Slide 46: www.mediafuturist.com Developing nations trust advertising more Saturday, March 22, 2008 46

Slide 47: www.mediafuturist.com The power of the mobile phone ... The phone is the ﬁrst truly Personal Medium The phone is a Communication and Creation tool that’s always with you Saturday, March 22, 2008 47

Slide 48: www.mediafuturist.com The power of the mobile phone Imagine 4 Billion people receiving customized, opted-in and 100% personalized PR feeds Saturday, March 22, 2008 48

Slide 49: www.mediafuturist.com Become a Super- Node in those online conversations that relate to your business Saturday, March 22, 2008 49

Slide 50: www.mediafuturist.com Reduce Control to Get more Share Saturday, March 22, 2008 50

Slide 51: www.mediafuturist.com Facing the Knowledge challenge Medical knowledge doubles every 6 years. Kids in school today will work in jobs that don’t even exist yet. Start a Knowledge Bank Saturday, March 22, 2008 51

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