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Pervasive PR

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PR's changing role: pervasive PR

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Pervasive PR

  1. 1. once upon a time….<br />a company’s PR was like a teapot<br />
  2. 2. Old order<br />PR was a bridge between a company still in departmental silos, and the outside world:<br />Guardian angel<br />OR<br />Company<br />Guard dog<br />
  3. 3. Old order<br />MAJOR INFLUENCERS:<br /><ul><li>TRADITIONAL (PRINT/BROADCAST MEDIA)
  4. 4. ANALYSTS
  5. 5. FINANCIAL INSTITUTIONS</li></ul>Were able to amplify their thoughts and opinions<br />MINOR INFLUENCERS:<br /><ul><li>PERSONAL EXPERIENCE OF COMPANY
  6. 6. CONVERSATIONS IN PUBS</li></ul>Few places to amplify their thoughts and opinions<br />Generalisation alert!<br /><ul><li>PR was the funnel to the outside world in terms of official communication
  7. 7. Things coming out of businesses were polished and professional
  8. 8. Unprofessional = unacceptable</li></li></ul><li>good journalism kept worst offenders on their toes<br /><ul><li>Bernie Madoff
  9. 9. Virgin v. BA
  10. 10. Enron
  11. 11. MG Rover
  12. 12. Price fixing
  13. 13. palm oil & Amazon
  14. 14. food production standards</li></li></ul><li>but mostly, if the PR department did it’s job, things were happy enough <br /><ul><li>journalists and others might have to wait for information
  15. 15. staff knew where to direct them</li></ul>and everyone plodded along in their silos<br />purchasing & production<br />human resources<br />customer service<br />sales & marketing<br />financial<br />
  16. 16. but things started to change<br />So the IT department and HR department developed email and internet policies<br />and some even trained their staff<br />
  17. 17. but the web got bigger and more accessible<br />and people started having fun and publishing their own versions of events<br />and the communications teapot started to be just one way of getting (official, sanctioned) information<br />
  18. 18. the company haSturned into a colander<br />the information’s spilling out through every hole<br />CUSTOMERS, SUPPLIERS, STAFF CAN TELL THE WHOLE WORLD,,, GOOD, BAD OR INDIFFERENT<br />And if you keep people waiting for an official (formal) response to questions, expect them to find the information elsewhere (informally)<br />
  19. 19. New order<br />People<br />Impossible to define company boundaries; <br />Multiple media; personal and professional merge<br />Company<br />Technology/tools<br />
  20. 20.
  21. 21. BUT WOVEN INTO DNA<br />
  22. 22. THE TEAPOT IS STILL VALUABLE<br />MARKETING CAMPAIGNS<br />OFFICIAL VOICE OF COMPANY<br />BRIEFING, RESPONDING<br />CRISIS MANAGEMENT<br />ADVISING BOARD<br />
  23. 23. so LINE THE COLANDER<br />TRAINING: ALL EMPLOYEES AWARE OF CONSEQUENCES<br />ALIGN ACTIVITIES AND VALUES<br />LIVING POLICIES<br />LISTEN<br />TRUE CSR (NOT DRESSED UP CORPORATE PHILANTHROPY)<br />(Colour the water -blocking the holes is never more than temporary!)<br />
  24. 24. Pervasive pr<br />WELCOME TO THE WORLD OF<br />
  25. 25. Claire Thompson <br />T: +44 (0) 207 795 8147<br />M: +44 (0) 7771 817015<br />E: claire at wavespr dotcom<br />Socially: claireatwaves<br />http://www.wavespr.com<br />

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