New School PR - why we need to redefine Public Relations


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Public relations needs to redefine itself, create better, more effective theory to capitalise on tremendous new opportunites.

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New School PR - why we need to redefine Public Relations

  1. 1. New School PR
  2. 2. My Museum Gallery Level 1 Gallery Level 2
  3. 3. No one can predict the future
  4. 4. Redefine PR - or die? Vol.1 #PRredefined
  5. 5. Are these familiar?
  6. 6. Existing efforts ‘Reputation’
  7. 7. “The function of [communication] does not lie in the scientific training of the individual, but in calling the masses’ attention to certain facts, processes, necessities etc, whose significance is thus for the first time placed within their field of vision……its effect for the most part must be aimed at the emotions and only to a very limited degree at the so-called intellect. All [communications] must be popular and its intellectual level must be adjusted to the most limited intelligence it is addressed to. …The art of [communication] lies in understanding the emotional ideas of great masses and finding, through a psychologically correct form, the way to attention and thence to the heart of the broad masses. “  
  8. 8. Respect complexity
  9. 9. Our tools ear Word in ear
  10. 10. How we really think
  11. 11. 5 Golden Questions #1 Are you known? #2 Are you liked? #3 Are you trusted? #4 Are you front of mind? #5 Are you talked about?
  12. 12. Ghost in PR House
  13. 13. ‘Brand’
  14. 14. BIG Brand Theory Characterization ≠ Character
  15. 15. + context
  16. 16. There is no ‘Truth’ “700 passengers of the SS Titanic arrived safely in New York.”
  17. 17. Welcome to ‘Truthiness’ “The quality of stating concepts one wishes or believes to be true, rather than the facts.”
  18. 18. A new definition? “PR is about cultivating Brand Favourability and sustainable Brand Integrity by listening to & influencing your important people to know, like, trust, be front-of-mind, or talk about you.”
  19. 19. Which animal?
  20. 20. Ironically, most of this ain’t new
  21. 21. + context
  22. 22. Meets criteria Bottom-up Outside PR bubble Respects complexity Contextualizes ‘reputation’ Meme-friendly Inspiring call to action
  23. 23. New School PR ?
  24. 24. Our future?
  25. 25. 3 things… 1. Theory fundamental to practise 2. Thinking outside ‘PR bubble 3. Brand Favourability + Integrity with 5 Golden Questions
  26. 26. Redefine PR - or die? Vol.1 #PRredefined Don’t just buy the ebook – help write Vol. II !
  27. 27. Be magnificent