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New Corporate Communication
Thinking:
Why Corporations should stop talking to target groups and start creating
dialogues w...
A PR Professional 1985
A PR Professional 2008
Things have changed
Who is in control?



    “The power is with the consumer. Consumers
    are beginning, in a very real sense, Consumers
  ...
Key thoughts


      INFLUENCE                 Real time               Invest in             Risk is in
      Instead of  ...
How digital is playing out

                              Flickr user Bennet sees
                             Target Ad o...
How digital is playing out




       “Unfortunately we are unable to respond to
     “Theyour inquiry because Target does...
How digital is playing out


                             Now, news really flies:
                              More Blogg...
How digital is playing out


                             Weblog

                             Weblog




                ...
The return to more intimate customer interactions
Intimacy of the Interaction


                              Merchant
   ...
Changing Paradigms


    Way Back         Yesterday       Today


      Media            Media         Media




    Indiv...
Multi-Stakeholder Dimensions

  “There is a much greater level of scrutiny of the purpose,
  vision and values aspects of ...
Corporate Communications in 2008


Arthur W. Page Society (www.awpagesociety.com):
White paper „The authentic company“

Wh...
What are CEOs or Communications Officers doing about it?
10 ways to sell Social Media to your CEO




                        10
Your customers build their opinions increasingly   1
online and through SM
Your customers build their opinions increasingly
                                     TEAM
online and through SM


 Percen...
You cannot manage crisis in a todays 7/24/365 world   2
only through traditional media any more
Social media tools are more (cost) effective in reaching   3
the millions online
Social Media can act as a way to reduce customer   4
service or product development investments
SM helps you to differentiate and establish a   5
thought leadership platform
You learn more about the needs or concerns of your        6
stakeholders if you listen or participate in a dialogue
7
 Traditional Media is losing ground

Traditional media is still
 important, but user-generated
 media is rapidly growing...
Important stakeholders such as NGOs run campaigns   8
that can create great awareness at low cost
Many of your stakeholders have developed new          9
expectancies regarding „tonality“ from Corporations




          ...
PERSPECTIVE learn
 You can       step by step (monitoring, listening,                                     10
from internal...
Team
The new playing field
 High
 Depth of Engagement



                        Collaboration            Conversation



...
The Times they are a-changin‘




                       Come gather 'round people
                           Wherever you...
It all starts with listening
THANK YOU


 www.b-m.ch
 www.crossmedia.b-m.ch
 www.twitter.com/bmswitzerland
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Burson Marsteller Somessozurich08

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Burson-Marsteller on changing paradigms in Public Relations and Corporate Communications. Speech at the first somesso in Zurich on October 31st 2008.

Published in: Business, News & Politics
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Burson Marsteller Somessozurich08

  1. 1. New Corporate Communication Thinking: Why Corporations should stop talking to target groups and start creating dialogues with stakeholder groups
  2. 2. A PR Professional 1985
  3. 3. A PR Professional 2008
  4. 4. Things have changed
  5. 5. Who is in control? “The power is with the consumer. Consumers are beginning, in a very real sense, Consumers “The power is with the consumer. to own our are beginning, in a very in their creation. We brands and participate real sense, to own our brands and begin to learn their creation. We need to participate in to let it go…” need to begin to learn to let it go…” - A.G. Lafley, CEO, P&G Company - A.G. Lafley, CEO, P&G Company
  6. 6. Key thoughts INFLUENCE Real time Invest in Risk is in Instead of Reputation Mgt RELATIONSHIPS NOT Control Not Transactions Participating Audiences do not want or Uncontrolled Push messages may Conversations are respond to marketing messages are drive a one-time happening with or messages, but they are trusted more than action, whereas without you open to conversations controlled dialogue can build Companies who do Focus group of advocacy not participate risk Unstructured nature of digital media creates new thousands Invest in building being seen as participation opportunities Companies must relationships to irrelevant and out of create trust between generate self- touch Identify what messages propagating you want to amplify or their brands and stakeholders conversations and minimize versus where brand loyalty you can influence versus Allows you to be control more influential in controlled media
  7. 7. How digital is playing out Flickr user Bennet sees Target Ad on Times Square Puts photo with critical comment and tags on Flickr Weblog Shapingyouth.org writes a critical article and contacts Target‘s communication team to get a statement
  8. 8. How digital is playing out “Unfortunately we are unable to respond to “Theyour inquiry because Target does not power is with the consumer. Consumers are beginning, in a very real sense, to own our participate with nontraditional media outlets … This practice is in place their creation.focus brands and participate in to allow us to We need to begin to learn to let it go…” on publications that reach our core guest.” - A.G. Lafley, CEO, P&G Company Target’s media team
  9. 9. How digital is playing out Now, news really flies: More Bloggers jump on the story (approx 7‘000 blog posts on topic) Traditional mass media press picks up the story Pressure on target leads to media policy shift
  10. 10. How digital is playing out Weblog Weblog Weblog Weblog
  11. 11. The return to more intimate customer interactions Intimacy of the Interaction Merchant Dialogue to Age Customer We are here Mass Marketing Pre 1930’s 1930’s - Present Present
  12. 12. Changing Paradigms Way Back Yesterday Today Media Media Media Individual Individual Individual Social Media
  13. 13. Multi-Stakeholder Dimensions “There is a much greater level of scrutiny of the purpose, vision and values aspects of a company now than 5 years ago” Strongly Disagree 2% Somewhat disagree 7% Strongly agree 58% Somewhat agree 34% Q: Thinking about businesses generally, do you agree there is greater scrutiny on vision and values?
  14. 14. Corporate Communications in 2008 Arthur W. Page Society (www.awpagesociety.com): White paper „The authentic company“ What does all this mean for a company CCO: 1. Leadership in defining and instilling company values 2. Leadership in building and managing multi-stakeholder relationships 3. Leadership in enabling the enterprise with „new media“ skills and tools 4. Leadership in building and managing trust in all dimensions
  15. 15. What are CEOs or Communications Officers doing about it?
  16. 16. 10 ways to sell Social Media to your CEO 10
  17. 17. Your customers build their opinions increasingly 1 online and through SM
  18. 18. Your customers build their opinions increasingly TEAM online and through SM Percentage who would be swayed to purchase when reading a positive review from a consumer or private individual on the internet
  19. 19. You cannot manage crisis in a todays 7/24/365 world 2 only through traditional media any more
  20. 20. Social media tools are more (cost) effective in reaching 3 the millions online
  21. 21. Social Media can act as a way to reduce customer 4 service or product development investments
  22. 22. SM helps you to differentiate and establish a 5 thought leadership platform
  23. 23. You learn more about the needs or concerns of your 6 stakeholders if you listen or participate in a dialogue
  24. 24. 7 Traditional Media is losing ground Traditional media is still important, but user-generated media is rapidly growing - New relationship between classic and digital Media - Journalists get their stories online, they check information online - Online news and online content creates its own influential dynamic - The digital space serves as the memory of humanity - Citizen journalism – Bloggers -> E-Fluentials
  25. 25. Important stakeholders such as NGOs run campaigns 8 that can create great awareness at low cost
  26. 26. Many of your stakeholders have developed new 9 expectancies regarding „tonality“ from Corporations Openness, directness, speed and authenticity
  27. 27. PERSPECTIVE learn You can step by step (monitoring, listening, 10 from internal to external, selective participation) High Social network Online video Search Degree of Influence Wikipedia optimisation Display advertising Discussion Third party forums Website Search blog dialogue marketing Company Product blog Website wikis Email marketing Low High Degree of Control
  28. 28. Team The new playing field High Depth of Engagement Collaboration Conversation Communication Information Low High Degree of Control
  29. 29. The Times they are a-changin‘ Come gather 'round people Wherever you roam And admit that the waters Around you have grown And accept it that soon You'll be drenched to the bone. If your time to you Is worth savin' Then you better start swimmin' Or you'll sink like a stone For the times they are a-changin'.
  30. 30. It all starts with listening
  31. 31. THANK YOU www.b-m.ch www.crossmedia.b-m.ch www.twitter.com/bmswitzerland

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