The Future of PR

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Deck I used in my keynote presentation at NEMO Conference, Helsingborg, Sweden, October 5, 2012.

Deck I used in my keynote presentation at NEMO Conference, Helsingborg, Sweden, October 5, 2012.

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  • [graphic] The new multi-screen world and understanding cross-platform consumer behaviour.
  • A job ad requires a Klout score of at least 35.
  • You cannot simply “layer” social into the enterprise – you must start from a solid foundation.
  • Social software for business performance report: Deloitte.
  • [graphic] Social technologies today and their untapped potential: McKinsey.
  • Social Business:It’s not social mediaYou cannot just layer it onIt is a state of mindIntegral to the heart and soul of your organization

Transcript

  • 1. “The Future of PR”Neville Hobson, ABC@janglesOctober 5, 2012
  • 2. http://www.nevillehobson.com http://www.forimmediaterelease.biz/
  • 3. What is Public Relations?• Public relations is about reputation - the result of what you do, what you say and what others say about you - Its aim is earning understanding and support and influencing opinion and behaviour - To establish and maintain goodwill and mutual understanding between an organisation and its publicshttp://www.cipr.co.uk/content/careers-cpd/careers-pr/what-pr
  • 4. Meet the Smart Connected Consumer She doesn’t trust “corporate- speak” or “marketing-speak” She fast-forwards her DVR through the interruptions (aka ads) He pulls content that interests him, when he wants it He creates and shares his own content, original and mashups She embraces word of mouth via social networks She is connected wherever and whenever she wishes He brings his behaviours - and expectations - to the workplacePicture: http://www.heartcorewomen.com/women-social-media/
  • 5. http://edudemic.com/2012/09/swedens-newest-school-system-has-no-classrooms/
  • 6. http://googlemobileads.blogspot.co.uk/2012/08/navigating-new-multi-screen-world.html
  • 7. http://ongig.com/jobs/Salesforce.com/Community-Manager-Salesforce.com-Financial-Distric
  • 8. Anyone with an opinionand an internet connectioncan influence someone else about the things you careabout, eg, your reputation.
  • 9. Everything Revolves Around
  • 10. http://newsroom.fb.com/News/One-Billion-People-on-Facebook-1c9.aspx
  • 11. More Web Less Talkhttp://gigaom.com/mobile/as-mobile-data-zooms-voice-sms-revenues-slow/
  • 12. It’s now possible to look at a smartphone and unlock it via facialrecognition, and then talk to it to ask it to find the nearest bank ATM.However, at the same time, we see that the technology is not quite thereyet. We might have to remove our glasses for the facial recognition towork, our smartphones don’t always understand us when we speak, andthe location-sensing technology sometimes has trouble finding us.- Gartner Hype Cyclee on Emerging Technologies, July 2012http://www.gartner.com/it/page.jsp?id=2124315
  • 13. Hurdles and Barriers “Too much data is causing problems, and the inability to link that data to other sources (specifically revenue figures and brand tracking).” “Perceived scope and scale of change needed, lack of willingness to do it, lack of champion support within the organisation.” “Lack of expertise and understanding of systems, differences in opinion and lack of clarity of overarching objectives within international businesses.” “Theres a long list of data related activities and social is just one of them... I guess we are yet to believe there is a strong ROI behind social media integration which is keeping this low down the priority list.”eConsultancy/Adobe Quarterly Digital Intelligence Briefing: Managing and Measuring Social, September 2012http://econsultancy.com/uk/reports/quarterly-digital-intelligence-briefing
  • 14. A GlimpseInto the Futurefor theCommunicatorhttp://en.wikipedia.org/wiki/The_Scream
  • 15. What is Public Relations?• Public relations is about reputation - the result of what you do, what you say and what others say about you - Its aim is earning understanding and support and influencing opinion and behaviour - To establish and maintain goodwill and mutual understanding between an organisation and its publicshttp://www.cipr.co.uk/content/careers-cpd/careers-pr/what-pr
  • 16. Pity the PR person who is not agile and technically astuteBrian Kardon, CMO, Lattice Engines, New York http://www.fastcompany.com/3000994/best-practices-b2b-pr
  • 17. Change and Opportunity• A brand is what Google • There has never been says it is greater opportunity to• Press releases are engage with influencers created for organic than today search purposes • A tweet, comment on a• PR is a real-time blog, DM, Twitpic, and business video are all ways to• News cycles are engage in new ways measured in minutes and • Successful PR hours professionals know how• Blog posts serve as “link to help the media and bait” for people and influencers to make a companies hyperlinked in connection or write a those posts story http://www.fastcompany.com/3000994/best-practices-b2b-pr
  • 18. https://www.facebook.com/cocacola
  • 19. http://tomfishburne.com/2011/02/for-immediate-release.html https://twitter.com/mikebutcher/status/252701561703251970
  • 20.  Profound changes are underway. Skeptics will finish last. Focusing on adoption is a dead-end strategy. Companies must be strategic. Companies must be decisive. Companies must act now. Social software tools include wikis, blogs, microblogs, discussion forums, social networks, social bookmarks, tagging, crowdsourcing, and prediction markets. http://www.deloitte.com/view/en_US/us/Industries/technology/e9c1b39fb701e210VgnVCM3000001c56f00aRCRD.htm
  • 21. http://www.mckinsey.com/insights/mgi/research/technology_and_innovation/the_social_economy
  • 22. #SocialEra ? Companies cannot survive (let aloneprosper) without recognizing that Socialas a phenomenon can allow us toredefine our organisations to beinherently more fast fluid and flexible byits very design. Not by doing a little bitmore, or slimming down a bit here orthere, or by doing a few things a little bitfaster. No. We will not tweak our way intothe future.Nilofer Merchant, author, “11 Rules forCreating Value in the Social Era”http://blogs.hbr.org/cs/2012/09/traditional_strategy_is_dead_w.html
  • 23. • #Social Enterprise • #Social BusinessDNA image: http://www.dnamnd.med.usyd.edu.au/ • #Social Media
  • 24. Ceding Control “It’s a dilemma for some organisations. Where everything is so informal and instant, what do you do about processes where you must keep records for compliance or regulatory reasons? We are going to have to figure out a newer way of doing things that enables us to match the expectations of everyone, young and old, a way that is not painful.” “The ability for citizens to be able to connect with each other and with governments through online connectivity is a positive force in a democracy. The new ways provide significant benefits for governments, if they accept the fact that empowered, more informed people make a far better part of the process through which information is shared, and knowledge increased.”http://www.siliconrepublic.com/digital-21/item/28627-ceding-control-in-the-age/
  • 25. What is Public Relations?• Public relations is about reputation - the result of what you do, what you say and what others say about you - Its aim is earning understanding and support and influencing opinion and behaviour - To establish and maintain goodwill and mutual understanding between an organisation and its publicshttp://www.cipr.co.uk/content/careers-cpd/careers-pr/what-pr
  • 26. ...the Arthur W. PageSociety proposes apoint of view on thefuture of enterprisecommunications. Weoffer it not as a finishedconstruct, but ahypothesis – intendedto spark furtherresearch, explorationand refinement.
  • 27. PR’s Time to Lead1. Provide clients with advice on what to do, and then how to communicate in the new landscape2. Aim to have the dominant creative idea3. Be comfortable with interpreting data and insistent upon using it4. Show, don’t just tell5. Find the right balance between global and localhttp://www.edelman.com/p/6-a-m/the-history-and-future-of-pr/
  • 28. Always MakeEsther Dyson Catalyst of Start-ups New Mistakes
  • 29. “The Future of PR”Neville Hobson, ABC@janglesOctober 5, 2012