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The Future is Yesterday: Public Relations in the Networked Era
The document discusses the evolving landscape of public relations in the networked era, highlighting trends in digital communication, social networking, and audience engagement. New realities include the importance of transparency, the migration of influence from organizations to networks, and the impact of big data on analytics. It emphasizes the need for effective messaging strategies that adapt to continuous media consumption patterns and audience scrutiny.
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The Future is Yesterday: Public Relations in the Networked Era
- 1. The Future isYesterday: Public Relations in the Networked Era Public Relations Society September 20, 2012 Lee Rainie: Director, Pew Internet Project Email: Lrainie@pewinternet.org Twitter: @Lrainie PewInternet.org
- 2. we need atshirt, "I survived the keynote disaster of 09" “Tweckle (twek’ul) vt. To abuse a speakerdon'tTwitter it's awesome in the "I to want to turn away from the accident because I followers ain the audience might see severed head" way while he/she is speaking.” too bad they took my utensils away w/ my plate. I could have jammed the butter knife into my temple. 2
- 3. Digital Revolution 1:Broadband Internet (85%) and Broadband at home (66%)
- 4. Networked creators amonginternet users • 69% are social networking site users • 59% share photos and videos • 37% contribute rankings and ratings • 33% create content tags • 30% share personal creations • 26% post comments on sites and blogs • 15% have personal website • 15% are content remixers • 16% use Twitter • 14% are bloggers • … of smartphone owners, 18% share their locations; 74% get location info and do location sharing
- 5. Revolution 2: Mobile– 89% of adults 331.6 Total U.S. population: 315.5 million 2011
- 6. Revolution 3: Socialnetworking 59% of adults
- 7. New Reality 1)The world is full of networked individuals using networked information Image attribution: Flickrverse, Expanding Ever with New Galaxies Forming Cobalt123 http://www.flickr.com/photos/cobalt/34248855/sizes/z/in/photostream/
- 8. New Reality 2)The is no high-tech secret sauce for effective message content
- 9. New Reality 2)Corollaries • Credibility is assessed through multiple filters – Trusted information sources (including search engines) – Personal beliefs/experiences – Social networks – Aggressive fact checking • Yes, bad information hangs around, but it can be attacked in several ways – Recanting – Better information, especially from multiple sources
- 10. New Reality 3)Mass-media megaphones still matter to getting a story out, but new messaging opportunities have emerged and new influencers can be identified apps David Edelman: “Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places,” Harvard Business Review http://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places/ar/1
- 11. New Reality 4)Real-time, just-in-time, “my time” messages/data are powerful
- 12. New Reality 5)Be findable … and always be ready for your closeup Gloria Swanson as “Norma Desmond” in Sunset Boulevard http://www.imdb.com/title/tt0043014/
- 13. New Reality 6)There are stages of engagement with audiences and each has a different weight http://www.idealware.org/articles/engagement-pyramid-six-levels-connecting-people-and-social-change
- 14. New reality 6)Corollaries • The social media space is a “fifth estate” with a different civic sensibility • Facebook is different from Twitter • Social media users are semi-elite, they do not represent everybody • Lurkers matter as an audience that is watching and assessing
- 15. New Reality 7)Influence is migrating from organizations to networks and new “experts” Traditional experts with new platforms, esp. blogs Amateur experts who are avid contributors – sometimes with tribes New algorithmic authorities
- 16. New Reality 7)Corollaries Social networks are more influential and are differently segmented and layered Sentries
- 17. New Reality 7)Corollaries Social networks are more influential and are differently segmented and layered Evaluators
- 18. New Reality 7)Corollaries Social networks are more influential and are differently segmented and layered Audience
- 19. New Reality 8)The flow of information has changed – and so have people’s attention zones • Continuous partial attention to media streams • Immersion in deep dives • Info-snacking in free moments
- 20. New Reality 9)All organizations are under more scrutiny … transparency is a new marker of trust Surveillance – powerful watch the ordinary Sousveillance – ordinary watch powerful Coveillance – peers stalk peers
- 21. New Reality 10)The age of big data is upon us – and will give new power to analytics
- 22. New Reality 11)Critical uncertainties remain The architecture itself Information policies Social norms and attitudes
- 23. Eat food Not toomuch Mostly plants. Eat pie. Very good pie. Not often. Call Mom. Let her talk. Don’t argue. Make promises. Don’t break them. Find loopholes.
- 24. Public Relations Rules- 1 Be unforgettable. Engage the crowd. Adjust accordingly.
- 25. Public Relations Rules- 2 Share ideas On many platforms. Listen hard.
- 26. Public Relations Rules- 3 Recruit influencers. Distribute your stuff. Go mobile.
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