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The top global trends in public relations today

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Speed * Chaos * Complexity * Hyperconnectivity * Data * Design * Listening * Egomania * Storytelling * Visualization * Creativity * Psychology * Asymmetry * Retro * Meaning * Apology

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The top global trends in public relations today

  1. 1. Bob Pickard Kia Motors Global PR Conference @ Seoul
  2. 2. Speed Chaos Complexity Visualization Hyperconnectivity Data Listening Egomania Storytelling Creativity Design Psychology Asymmetry Retro Meaning Apology
  3. 3. Speed!
  4. 4. Speed to command the news cycle
  5. 5. How does the news curve look now?
  6. 6. Chaos!
  7. 7. You tell me… § where does internal communication stop and external communication begin these days? § what ever happened to the old wall between editorial and advertising? § has the line blurred between advertising and PR – not to mention customer service and HR? § how much you do actually control your company’s reputation compared to people on social media?
  8. 8. We keep losing control § of our time § of our privacy § of our own reputation § of the conversation topic § of the corporate communications narrative We receive 5x more information today than in 1986
  9. 9. What’s going on here?
  10. 10. Complexity
  11. 11. Channels, communities, technology § the rise of ‘social operating systems’ makes it possible to share more targeted information with infinitely large communities § yet the sheer size of our networks is making it more difficult to communicate with people in a genuinely personal manner § now we need to ‘know’ vast numbers of individuals and maintain customized relationships with even multi-millions § public relations professionals have always been intelligent agents of information-sharing, knowing how to, where to, and when to share information with which people in different sequences so that they do or think things to achieve intended communications and commercial outcomes
  12. 12. What Sir Martin Sorrell says: § “Facebook to my mind is not an advertising medium. It is a branding medium.” § “I think [Twitter] is a PR medium…it’s very effective word-of-mouth.” Harvard Business Review March 2013
  13. 13. Communicating crowdsourcing
  14. 14. Hyperconnectivity
  15. 15. Plugged-in constantly § 24 x 7 and ‘always on’ with smartphones § more and more customized private information surfaces, fewer common public ones § who needs to remember anything anymore when Google will do it for us? § so much harder for PR to indelibly engrave § snippety fragments and partial attention § perceptions shift and tides turn in the blink of an eye so momentum marketing is key
  16. 16. Data
  17. 17. Data § digital by its very definition is about numbers § relationship artistry must be – or be seen as – a measurable science § decision-makers are often engineers § every campaign needs a pretty dashboard § measurability has always been manipulated and massaged for ‘political’ purposes § yet hands-on humans must make sense of it all
  18. 18. Design
  19. 19. Communications by design
  20. 20. Listening
  21. 21. ‘Listening’ “Talk to someone about themselves and they’ll listen for hours.” § keep in mind that ‘listen’ and ‘silent’ are made from the same letters § start with talking, and you tune people out and often annoy them § social media creates new mechanisms for listening and also the greater insistence upon being heard “Make the other person feel important and do it sincerely”
  22. 22. These are emotional times § Whether or not there is listening, of course social media increases the demand to be heard, regardless of merit § [Ironic that those demanding to be heard can often seem least interested in listening!] § ‘Me’ and ‘I’ narcissism, lack of attention span, rampant impatience, toxic anger and abuse abounds § Crowdsourcing intelligence versus mob rule?
  23. 23. The seven deadly digital sins 1. Lust ‘I want this’ 2. Greed ‘I need this’ 3. Gluttony ‘I must have more’ 4. Sloth ‘I haven’t thought about it’ 5. Wrath ‘I am angry about this’ 6. Envy ‘I want what s/he’s got; I am worth it’ 7. Pride ‘I am better; I deserve this’
  24. 24. Egomania
  25. 25. Communication is selfish “You are important to us” “We need your opinions to help inform our actions” § clicking ‘like’ generates ‘likes’ § know-it-all-ism online; the RT = true expertise? § ‘sharing’ can be selfish (‘what makes you look good’) § there are many emotions in play which PR has to deal with today as never before
  26. 26. The death of deference
  27. 27. Storytelling
  28. 28. Stories tap into the unconscious mind § People tend to remember products when they are woven into the narrative of media content § They tend not to remember brands that don’t play an integral role in the story because people can see them as being ‘just ads’
  29. 29. Stories have ‘ups’ and ‘downs’
  30. 30. We’re wired for stories Scientific American Mind Source: Hoffman (August/September 2008)
  31. 31. Visualization
  32. 32. Information + Graphics
  33. 33. Social media is visual media
  34. 34. Social media is visual media
  35. 35. Creativity
  36. 36. Psychology
  37. 37. Metaphor elicitation § Research is key, asking people before starting a PR campaign things like: • When you think about [company], what is the first thing that comes to mind? • What do you feel when you see this [product] image? • Can you share some of your past experience in dealing with [area where product offers some benefit]?
  38. 38. Asymmetry
  39. 39. So one-sided it’s not funny § corporate communicators have become story catalysts, content creators and conveyors § journalists are now outnumbered 5:1 by PR people, and make only about two-thirds of the money § media are bombarded with story ideas and need content that’s ready-to-roll
  40. 40. What Richard Edelman says: “Every company is a media company” ZDNet February 13th 2013
  41. 41. Corporate content factories
  42. 42. Native advertising/brand journalism
  43. 43. Retro
  44. 44. The forgotten power of analog § the impact of handwritten notes § using phones to make actual voice calls (and landlines for audio quality) § scanning newspapers and magazines for story ideas for social § posting print placements on social platforms
  45. 45. Riepl’s Law
  46. 46. Meaning
  47. 47. Meaning § articulating what the company stands for § the role the community plays in the mission § everyone’s mouthing purpose rhetoric § ‘communication with a conscience’ is nothing new, but it is more important than ever…
  48. 48. What Harold Burson says: § “PR is often regarded as synonymous with communication, but communication is actually only one facet of the art of public relations” § “The task of PR is actually to improve ‘relationships with society’” § “PR’s key role is to advise top officials of companies or organizations about how to act in an ethical or socially correct manner when making a decision on a course of action. In a sense, PR acts as an organization's ‘conscience’” Asahi Shimbun January 29th 2012
  49. 49. Communicate ‘the golden circle’
  50. 50. AAppoolologyg yco mmunications…
  51. 51. What Lord Chadlington says: § “Because PR people are, in general, poorly read they fail in one other important regard. Thinking. If you read a lot then you will learn to think. Thinking - staying abreast of how to think - is what clients pay us to do. So often, even our best consultants, repeat what they have done for others and fail to reflect on what a client needs because they do not think...think...think” PR Week October 11th 2013
  52. 52. Bob Pickard Kia Motors Global PR Conference @ Seoul

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