Preview of session at the World PR Forum, Madrid, September 2014

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This is a presentation that I gave to a Dircom meeting in Barcelona, Spain on 18 June 2014. Its a preview of the session that I have been invited to give at the World PR Forum in Madrid in September 2014.

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Preview of session at the World PR Forum, Madrid, September 2014

  1. 1. 1 | 19.06.2014 June 2014 World PR Forum Preview
  2. 2. 2 | 19.06.2014 World PR Forum preview Source: World PR Forum, Madrid, September 2014
  3. 3. 3 | 19.06.2014 Trust and reputation “The value of reputation and trust has never been more recognised at board level.” Ketchum Source: Ketchum Leadership Communication Monitor, May 2014
  4. 4. 4 | 19.06.2014 Shift to social business “Social media has a role within every area of a modern organisation.” McKinsey Source: Finding your digital sweet spot, McKinsey, McKinsey, November 2013
  5. 5. 5 | 19.06.2014 Markets are people Source: The Business of Influence by Philip Sheldrake (Wiley 2011)
  6. 6. 6 | 19.06.20146 | 19.06.2014 Changing media
  7. 7. 7 | 19.06.2014 Mobile and tablet overtakes PC In 2013 sales of mobile device surpassed PCs. Source: Internet Trends 2014, KPCB, May 2014
  8. 8. 8 | 19.06.2014 Media change: digital growth We’re firmly in the era of mobile media. Source: Only digital media sees growth in daily consumption, Statista, April 2014
  9. 9. 9 | 19.06.2014 Media obsession Social media is the dominant form of media for Millennials. Source: Millennials rack up 18 hours of media use per day, Statista, March 2014
  10. 10. 10 | 19.06.201410 | 19.06.2014 A changing profession
  11. 11. 11 | 19.06.2014 #1 Media change Source: Data never sleeps 2.0, Domo, April 2014
  12. 12. 12 | 19.06.2014 The fragmentation of media and shift to social forms of media is the narrative of the last decade. We’re shifting from broadcast as a means of communication with an audience to two-way communication.
  13. 13. 13 | 19.06.2014 #2 Radical transparency Source: Secret US embassy cables, Wikileaks, August 2011
  14. 14. 14 | 19.06.2014 Command and control is an illusion. The fragmentation of traditional media and the rise of social media has brought reputational management into sharp focus like never before. Brands are running scared because those connections are multiplying beyond their control and audiences have started to answer back.
  15. 15. 15 | 19.06.2014 #3 Data insights Source: Twitter search
  16. 16. 16 | 19.06.2014 #3 Data insights Source: Google data
  17. 17. 17 | 19.06.2014 #3 Data insights Source: Traackr data
  18. 18. 18 | 19.06.2014 We have access, unlike ever before, to data to understand audiences and listen to what they think about us, our products and services, competitors and a market. The social web is a massive market research exercise that no has ever commissioned.
  19. 19. 19 | 19.06.2014 Source: 2013 Benchmarks, Budgets and Trends, Content Marketing Institute, November 2012 #4 Content
  20. 20. 20 | 19.06.2014 Content in all its forms is the drum beat of public relations campaigns. We need to get out of our comfort zone of text and images. A modern practitioner needs to be confident in working, and ideally producing, all forms of content.
  21. 21. 21 | 19.06.2014 “Organisations are obsessed with pushing brand and product messages. They want to appear cool and feel good about themselves rather than engage with their audiences.” Tom Foremski #5 Corporate media Source: Tom Foremski: Corporate media could replace traditional media, but must be audience led, Ketchum blog, May 2013
  22. 22. 22 | 19.06.2014 #6 Conversation Source: Personal image
  23. 23. 23 | 19.06.2014 Public relations should be rooted in a listening and a two-way dialogue. Think 20/80 or even 10/90.
  24. 24. 24 | 19.06.2014 #7 PESO Source: Ketchum
  25. 25. 25 | 19.06.2014 The future of the media like the future of public relations is a work in progress. If you want to maximise how many people in your community your content reaches on Facebook, Twitter or YouTube, you’ll need a paid element.
  26. 26. 26 | 19.06.2014 #8 Agile workflow Source: The Oreo Super Bowl blackout tweet, AdForum, 2013
  27. 27. 27 | 19.06.2014 There is an inherent contradiction between this regimented approach to corporate communications and the dynamism and pace of social networks. Communicators must balance the agenda of a corporate organisation with content to drive engagement around real time events.
  28. 28. 28 | 19.06.201428 | 19.06.2014 Evolution of public relations
  29. 29. 29 | 19.06.2014 Media relations Influencer relations Community Social Business (vision) Stages of social development Source: Ketchum
  30. 30. 30 | 19.06.2014 Research/Insight •Web analytics •Web research •Search insight •Social networks •Conversation •Influencers Strategy •Define goals and objectives •Devise means of motivation and engagement Content •Format •Function •Content optimisation Channels •Facebook •Twitter •LinkedIn •Google+ Engagement •Community management •Campaign lifecycle •Social lifecycle Evaluation •SMART Objectives •The Barcelona Principles •Valid Metrics Planning model Source: Ketchum
  31. 31. 31 | 19.06.201431 | 19.06.2014 The future of organisational communication
  32. 32. 32 | 19.06.2014 New forms of media Source: Personal images
  33. 33. 33 | 19.06.2014 Location and always on Source: Personal image
  34. 34. 34 | 19.06.2014 Brands as utility Source: Personal images
  35. 35. 35 | 19.06.2014 See you at the World PR Forum Source: World PR Forum, Madrid, September 2014
  36. 36. 36 | 19.06.2014 Stephen Waddington Ketchum stephen.waddington@ketchum.com Wadds.co.uk @wadds Thank you

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