1. Hacking Public Relations
How Understanding and Embracing
Open-Source and Hacker Culture Is
Critical to PR’s Future
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Phil Gomes
SVP, Digital
Edelman
phil.gomes@edelman.com
@philgomes
#hackingpr
Rev. 2014-05-12-1300

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_pr>

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define_problempr>
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_pr>

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Complexity has
increased
exponentially.

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Source: Buddy Media, LUMA

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Source: CSC

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Attention is extremely
fractured.

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ADHD
!= Affliction
== Coping Mechanism

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Institutions and other
mechanisms of control
struggle with the
Internet, barely
capable of handling
such a chaotic medium.

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Source: IBM Global CMO Study, 2011

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Trust in authority
has waned. Expertise
and “peer-ness” is
most important.

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Source: Edelman Trust Barometer 2013, 2014
0 10 20 30 40 50 60 70 80
Academic or expert
Technical expert in the
company
A person like yourself
Financial or industry
analyst
NGO representative
Regular employee
CEO
Gov't official or
regulator
2013
2014

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Greatest Gap In General Trust Within
Publics and Elites
U.A.E.
Germany
Australia
France
Sweden
Source: Edelman Trust Barometer 2014
-14 pts
-13 pts
-15 pts

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?
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load_obligatory_personal_
story
pr>
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_pr>

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define_opensourcepr>
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_pr>

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pr> print_opensource_def
Universal access to a
system’s basic core design.
Distribution of any
improvements to the system
as contributed by others.
_pr>

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define_hackingpr>
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_pr>

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!=
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CCBY-NC-NDWaltJabsco
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==
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pr> print_hacking_def
The act of, and a passion
for, exploring and under-
standing how a system works,
adapting it, and sharing it.
_pr>

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“The Hacker Way is an
approach to building that
involves continuous
improvement and iteration.
Hackers believe that
something can always be
better, and that nothing is
ever complete. They just have
to go fix it — often in the
face of people who say it’s
impossible or are content
with the status quo.”

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define_importancepr>
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_pr>

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pr> {1,2,3,4,5,6}_reasons
_pr>

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pr> open_source_is_a_
proven_way_to_deal_
with_complexity
_pr>

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[T]he knowledge of the
circumstances of which
we must make use never
exists in concentrated
or integrated form but
solely as the dispersed
bits of incomplete and
frequently contra-
dictory knowledge which
all the separate
individuals possess.
F.A. Hayek, The Use of Knowledge
in Society, Sept. 1945

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 15,000,000 lines
of code
 10,000 developers
 1,000 companies
 70-day release
cycle
 7+ changes/hour
 476/500 fastest
supercomputers
 More than half of
all Web servers
Source: Linux.Com, Sept. 2013; Netcraft August 2013

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 74% of units sold
 +1B activations to-
date
 1.5M activations/day
Source: Gartner, May 2013; TechCrunch, Sept. 3, 2013

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 242 languages
 29.1M articles
 1.7M total
contributors to-date
w/ ≥10 edits ea.
 72k active
contributors
Source: stats.Wikipedia.org, August 2013

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Source: Statsounter, September 2013
 Approx. 60% of
browsers

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 Loosely knit
online activist
collective
 Operates as a
“do-ocracy”

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 Combines citizen
journalism and
mapping for
social activism
and disaster
reporting

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“Build a great
team, practice
failure, and use
open source.”

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pr> pr_source_code_is_
*already*_leaking
_pr>

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pr> opensource_values_
and_practices_many_
of_the_same_things_
pr_professes_to…and_
will_keep_our_trade_
honest
_pr>

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pr> hands-on_imperative
Remove barriers

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pr> information_wants_to_
be_free
…as in “speech,” not
(always) as in “beer”

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pr> mistrust_authority
Promote decentralization

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pr> no_bogus_criteria
Value deeds, not titles,
status, race, sex,
condition or words

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pr> create_truth_and_
beauty
Embrace artistry and
creativity

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pr> change_life_for_the_
better
Provide mutual and
objective value to the
communities you most
want to influence

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pr> if_current_trends_
and_fads_are_left_
unchecked_our_content_
will_be_treated_as_a_
bug_or_network_damage
_pr>

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Foundatdanreid.org

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Found at manchester.ac.uk

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pr> opensource_and_hacker_
concepts_help_address_
hierarchy-averse_
audiences
_pr>

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Pretty much
everyone else.
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BDFL

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Source: Crowston/Howison, 2006; Valverde/Sol, 2006

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pr> how_long_can_we_be_
subject_to_the_
“tyranny_of_the_
big_idea?”
_pr>

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In the end, it
will come down to
whether and how
well you help a
community that
matters to you do
what it does
better.
That’s it.

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Ok, Now
What?
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define_remediespr>
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_pr>

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pr> your_org_==_broken
If you were to build your
communications team from
scratch right now, would it
look *anything* like what you
have today?
_pr>

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Source: Crowston/Howison, 2006

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pr> delete_illusions
Assume there are no truly
“proprietary methodologies.”
Those evaporated when your
first employee left your
company.
_pr>

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There are no
secrets. Only
information
you don’t yet
have.
Adam Curry, Former VJ, Podfather

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pr> add_value_to_source
_pr>
“Open source” doesn’t mean
there’s no money to be made.
You just have to be a lot
better at adding value to
what’s out there.

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“77% of hiring managers are
prioritizing Linux jobs
above other openings, and
90% plan to hire Linux pros
in the next six months.”
“Linux skills have been in
demand, consistently, for years.
When it comes to compensation,
Linux professionals’ salaries
are rising faster than the
overall market.”
Source: dice.com, linux.com; March 3, 2014

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pr> get_hands_dirty
If your success is based on
reading/forwarding around the
latest AdAge article or pundit
post before your boss reads
it, you’re *way* too far from
the data.
_pr>

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pr> accelerate_
disintermediation
If your job security is solely
based on staying between your
company/client and its audiences
for as long as possible, you’re
going to lose both.
_pr>

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Know when
to get
out of
the way.
Craig Newmark, Founder, CraigsList

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pr> makers > talkers
“There is no scorn more
profound, or on the whole more
justifiable, than that of the
men who make for the men who
explain.” – G.H. Hardy
_pr>

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pr> success_!=_everyone_
happy_all_the_time
Disagreement and even blind rage
aren’t *always* signs of PR
failure. It could mean that you
have a passionate community. I
thought that’s what you *wanted*.
_pr>

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pr> create/adopt_a_
project
What “itch” can you “scratch”
in our profession that you’re
confident will make things
better for *all* parties
involved?
_pr>

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pr> <3_chaos
The most successful of us will
understand this fast-moving and
disordered environment and
provide counsel and guidance.
The least successful will
simply complain about Wikipedia
not having an Editor-in-Chief.
_pr>

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pr> always_tinker
Rapid adaptation is the key.
Embracing these concepts will
take patience, courage, and a
long-term view.
_pr>

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98. Hacking Public Relations
How Understanding and Embracing
Open-Source and Hacker Culture Is
Critical to PR’s Future
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Phil Gomes
SVP, Digital
Edelman
phil.gomes@edelman.com
@philgomes
#hackingpr