Culture over Content: Rethinking the Role of PR in a Digital World
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Culture over Content: Rethinking the Role of PR in a Digital World

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My talk at #PRweek #socialsummit on creating a culture of storytelling and authenticity.

My talk at #PRweek #socialsummit on creating a culture of storytelling and authenticity.

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  • http://www.flickr.com/photos/bcostin/2693913381/sizes/o/ <br />
  • If you’re not acting in line, you’ll get found out. <br /> Our lives as communicators have got much more difficult. <br /> http://www.flickr.com/photos/gsfc/8246892319/sizes/l/ <br />
  • Old model – one-way communication, selective, try to convince. <br /> Then along came the internet, and social platforms. <br />
  • It doesn’t work <br />
  • New tools – old model: conversation to persuade. <br />
  • It doesn’t work <br />
  • If you’re not acting in line, you’ll get found out. <br /> Our lives as communicators have got much more difficult. <br /> http://www.flickr.com/photos/gsfc/8246892319/sizes/l/ <br />
  • How did that feel? <br /> Who hates networking? Who feels awkward speaking to people they don’t know? <br /> Now you’ve created a connection – you’ve got something to talk about in the coffee break <br /> Now imagine doing this at scale. <br />
  • It’s about putting the humanity back into business. <br /> 1 - Create understanding <br /> Convince <br /> Create dialogue <br /> Persuade <br /> Create resonance <br /> Move <br />
  • OK, what if we could fix all that, make your job easy and fulfilling, and make you a mega success? <br /> What if your brand built and managed it’s own reputation, through a constant stream of authentic and moving stories? <br /> Easy, let’s change the culture of your organisation. <br />
  • OK, so it’s not that easy. <br /> But it is that simple. <br />
  • There are things you can do to develop deeply purposeful stories. <br />
  • But, it’s a bit overwhelming, right? <br /> So where do you start? <br /> The only place you can. Where you are, with what you have. <br />

Culture over Content: Rethinking the Role of PR in a Digital World Culture over Content: Rethinking the Role of PR in a Digital World Presentation Transcript

  • Culture over content Rethinking the role of PR in a digital world @maxwellstjohn
  • “Why creating a community of storytellers and a culture of authenticity will make your life EASY and AWESOME.”
  • “We believe the internet is creating a world of transparency and personal empowerment where authentic organisations who create meaningful value thrive.”
  • 1. How digital comms needs to evolve
  • 1. How digital comms needs to evolve 2. Why authenticity and meaningful value are critical
  • 1. How digital comms needs to evolve 2. Why authenticity and meaningful value are critical 3. What this means for your organisational culture
  • 1. How digital comms needs to evolve 2. Why authenticity and meaningful value are critical 3. What this means for your organisational culture 4. How big change only comes from small actions
  • “How are you feeling today?”
  • Transparency Empowerment Authenticity Meaningful value
  • “Tell a story about a time you really failed.”
  • 1.0 Communication 2.0 Conversation 3.0 Connection
  • AWESOME FUN QUIZ
  • Have you ever had to…
  • Buried some bad news on a busy day, or play down an uncomfortable story?
  • Struggled to find a creative way of flogging something that’s fundamentally unappealing or uninteresting?
  • Ask yourself: “What is the real point of your job and the company you work for?”
  • Unleashing authentic stories Skills Empowerment Community Purpose
  • “What do you think? Does this scare you?”
  • Five things to do tomorrow…
  • Five things to do tomorrow… 1.Run a check-in
  • Five things to do tomorrow… 1.Run a check-in 2.Talk to someone new
  • Five things to do tomorrow… 1.Run a check-in 2.Talk to someone new 3.Challenge a meeting
  • Five things to do tomorrow… 1.Run a check-in 2.Talk to someone new 3.Challenge a meeting 4.Listen to understand
  • Five things to do tomorrow… 1.Run a check-in 2.Talk to someone new 3.Challenge a meeting 4.Listen to understand 5.Ask: “Why am I doing this?”
  • 1. Digital comms needs to evolve 2. Authenticity and meaningful value are critical 3. Your organisational culture probably needs to change 4. Big change only comes from small actions. From you.
  • Digital transformation consultancy specialising in people and culture. max.stjohn@nixonmcinnes.co.uk