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"Дни PR и маркетинга на Юге. 5.0", Кристоф Жинисти
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президент IPRA 2013 Тема выступления: “Новая парадигма PR: от информации к эмоциям”
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1.
© Christophe Ginisty
2014! From information to shared emotions : the new paradigm of public relations Christophe Ginisty May 28th, 2014 Rostov – Russia @cginisty
2.
© Christophe Ginisty
2014! What do we call Public Relations?
3.
© Christophe Ginisty
2014! 1984! “Public relations is the practice of managing the spread of information between an individual (or an organization) and the public”
4.
© Christophe Ginisty
2014! 2010! “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics”
5.
© Christophe Ginisty
2014! How to build a mutually beneficial relationship?
6.
© Christophe Ginisty
2014! INFORMATION conversation relationship
7.
© Christophe Ginisty
2014! INFORMATION conversation relationship Why will people want to enter into the conversation?!
8.
© Christophe Ginisty
2014! INFORMATION conversation relationship Why will people want to enter into the conversation?! How the conversation will lead to a relationship?!
9.
© Christophe Ginisty
2014! EMOTIONS ARE THE ENGINE OF PUBLIC RELATIONS AT THE DIGITAL AGE
10.
© Christophe Ginisty
2014! What are the 3 basic activities on social networks?
11.
© Christophe Ginisty
2014!
12.
© Christophe Ginisty
2014!
13.
© Christophe Ginisty
2014!
14.
© Christophe Ginisty
2014! Like is an emotion in itself Commenting is often inspired by an emotional link to the topic People will share content that moves them
15.
© Christophe Ginisty
2014!
16.
© Christophe Ginisty
2014!
17.
© Christophe Ginisty
2014! WHAT PR PROFESSIONALS MUST LEARN FROM THAT?
18.
© Christophe Ginisty
2014! COMMUNICATING IS NOT ENOUGH A winning PR strategy is not only about releasing information and sending out press releases: it is about inspiring a relationship
19.
© Christophe Ginisty
2014! Traditional PR is {nearly} dead
20.
© Christophe Ginisty
2014! EMOTIONS HAVE BECOME THE VEHICULE Create a set of content that will inspire emotions from your stakeholders: social media ignition
21.
© Christophe Ginisty
2014!
22.
© Christophe Ginisty
2014! CROWDS HAVE BECOME A MEDIA Listen, monitor and be ready to interact directly with your stakeholders: be part of it and switch to the conversational mode
23.
© Christophe Ginisty
2014! DEVIL’S IN THE DETAILS People are commenting outside of the core information: check your vulnerabilities and stay accountable
24.
© Christophe Ginisty
2014!
25.
© Christophe Ginisty
2014! Endorsement foster propagation People will often share information based on self identification: identify influencers and information flows
26.
© Christophe Ginisty
2014!
27.
© Christophe Ginisty
2014! The world never sleeps PR has become a 24/7 activity: set alerts and create the conditions of a maximum reactivity
28.
© Christophe Ginisty
2014! Crisis situations will happen Conversations will expose organizations like never before: be prepared and be ready to react fast
29.
© Christophe Ginisty
2014!
30.
© Christophe Ginisty
2014! WHAT are the pilars of all that?
31.
© Christophe Ginisty
2014! listening monitoring&!
32.
© Christophe Ginisty
2014! The art of modern public relations is to become a “community driven organization”
33.
© Christophe Ginisty
2014! Open COMMUNITY DRIVEN ORGANIZATION INSPiRATIONAL empathiccaring More transparent engaging accountableEthical listening reactive ready
34.
© Christophe Ginisty
2014! COMMUNITY DRIVEN ORGANIZATION Trusted!
35.
© Christophe Ginisty
2014! Merci ;-)
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