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Richard Edelman -- New Media Academic Summit 2010


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The fourth annual New Media Academic Summit is being held at NYU on June 23rd and 24th, 2010.

Richard Edelman -- New Media Academic Summit 2010

  1. 1. THE THIRD WAY: PUBLIC ENGAGEMENT<br />Richard Edelman<br />New Media Academic Summit<br />June 23, 2010<br />
  2. 2. Don’t panic. <br />This is not a party broadcast.<br />I Thesis<br />II Landscape<br />III Third Way – Public Engagement<br />
  3. 3. PHASE ONE PAID MEDIA<br />Advertising<br />MASS AUDIENCE<br />
  4. 4. PHASE TWO EARNED MEDIA<br />Public Relations “Messaging”<br />BROADCAST<br />
  5. 5. RELATIONSHIPS<br />PHASE THREE OWNED & SOCIAL MEDIA<br />Direct Channels<br />Viewed by >600,000 in first 24 hrs<br />
  6. 6. STRATEGIC EQUIVALENCE<br />“There is now strategic equivalence for the first time between paid, earned and owned media”<br />Randall Rothenberg<br />Interactive Advertising Bureau<br />
  7. 7. NEW MANDATE FOR PR<br />Beyond Communications to Strategy & Policy<br />Rise of CCO<br />Performance <br />& Purpose<br />Consumer Justification<br />Corporate + Brand<br />Green is <br />Green<br />
  8. 8. OPERATING IN A WORLD WITHOUT TRUST<br />Which stakeholder should be most important to a CEO’s business decisions?<br /> Source: 2010 Edelman Trust Barometer: When a CEO makes business decisions for his or her company, which stakeholder SHOULD BE most important to a CEO’s business decisions? <br />
  9. 9. PR IS THE ORGANIZING FORCE<br />Mainstream<br />New Media<br />Social<br />Digital Properties<br />Print/Broadcast/Radio<br />Consumer<br />Journalism<br />Blogging<br />Mobile<br />Public <br />Engagement<br />Owned<br />Consumer Generated<br />Web<br />New Influencers<br />Mobile<br />Employee Content<br />Events<br />
  10. 10. I Thesis<br />II Landscape<br />III Third Way– Public Engagement<br />
  11. 11. MEDIA IS MASS & NICHE<br />Players differ by country, but trend is consistent<br />Pre-defined<br />Long Tail/Niche Content<br />Mass Appeal<br />Pre-selected<br />
  12. 12. MEDIA CONSUMPTION: PEOPLE NOW MULTI-TASKING<br />People need info from multiple sources, voices and to hear it 3-5 times to believe it<br />Minutes of media consumed by <br />8 –18 year-olds per day<br />700<br />458<br />379<br />Movies<br />Print<br />Video Games<br />Computer<br />Music<br />TV<br />3-5 times: 60%<br />0<br />2009<br />1999<br />Source: Kaiser Family Foundation <br />Source: 2010 Edelman Trust Barometer <br />
  13. 13. MEDIA IS SOCIAL & PORTABLE<br />People now have a portfolio of information sources<br />37%<br />internet users contribute to news creation<br />51%<br />social networking users get news from people they follow <br />61%<br />Americans get their news online vs. 17% from newspapers<br />46%<br />Americans get their news from 4-6 online media platforms daily<br />63%<br />Increase in time spent on social networks in ’08, surpassing e-mail<br />33%<br />of cell phone owners now access news via their phones.<br />Source: PEW/Various<br />
  14. 14. Social networking surpassed email by time spent.<br />65%<br />47M<br />+20%<br />25M<br />-12%<br />19M<br />+35%<br />54M<br />+100%<br />471M<br />+9%<br />20M<br />-7%<br />120M<br />+14%<br />14M<br />0%<br />34M<br />+1107%<br />74M<br />-44%<br />15M<br />-22%<br />47M<br />+6%<br />52M<br />SOCIAL MEDIA IS LOCAL<br />23% Follow Journalists on Social Networking Sites<br />
  15. 15. MEDIA EVOLVES<br />Niche Influencers<br />Integrated consumer generated content<br />New Advertising<br />High-end mediawill be paid, not free<br />
  16. 16. CONDÉ NAST MULTIMEDIA APPROACH<br />Consumer Ownership<br />Integrated<br />Marketing<br />Web<br />Properties<br />Magazines<br />Exceptional<br />Content<br />Inception<br />Events<br />Mobile<br />Consumer<br />Journalism<br />Blogging<br />Digital<br />Magazines<br />Digital<br />Video<br />Content Amplification Time<br />
  17. 17. I Thesis<br />II Landscape<br />III Third Way– Public Engagement<br />
  18. 18. STRATEGIC PIVOT FOR PR<br />Core Strategy & Creative<br />Execution/Vendor<br />Dialogue<br />One-way Communications<br />Inform the conversation with compelling content<br />Pitching<br />Discussion & Participation<br />Earned Media<br />
  19. 19. THE THIRD WAY<br />The Evolution of PR<br />Mainstream Media<br />New Media<br />Public <br />Engagement<br />Owned<br />Media<br />Social<br />Media<br />
  20. 20. Listen with new intelligence<br />Participate in the conversation--real time/all the time<br />Create and co-create content<br />Socialize media relations<br />Champion open advocacy<br />Build active partnerships for common good<br />Embrace and navigate the complexity<br />TENETS OF PUBLIC ENGAGEMENT<br />Advancing Shared Interests in a World of Inter-dependence<br />Increased <br />Trust<br />Changed <br />Behaviors<br />Engaged <br />Communities<br />Commercial <br />Success<br />
  21. 21. NEW APPROACH TO MEDIA RELATIONS<br />Popular Voice<br />Requires Video<br />Aggregating Content <br />Immediacy<br />
  22. 22. MULTI-FACETED MEDIA ENGAGEMENT<br />Outreach to Influencers<br />Media<br />Partnerships<br />Celebrity<br />Involvement<br />Public<br />Involvement<br />36 MILLION CHILDREN ENROLLED THROUGH 60,000 SCHOOLS<br />
  23. 23. SOCIAL MEDIA: GO WHERE PEOPLE ARE<br />"We have the most powerful distribution mechanism that has been created in a generation“ -- Mark Zuckerberg, Facebook<br />Digital Embassies + Consumer Generated Content<br />(TWITTER PORGRAM)<br />"Companies formerly known as advertisers now have to figure out how to create conversation on Facebook...that's how the flavor program developed by marketing firm Edelman Digital enabled Ben and Jerry's to increase its fans from 300,000 to 1 million in just six weeks.“<br /> -- David Kirkpatrick, The Facebook Effect<br />
  24. 24. DIRECT: EVERY COMPANY IS A MEDIA COMPANY<br />Owned Channels<br />Viewed by >300,000 people daily<br />
  25. 25. Mainstream<br />New Media<br />Social<br />Digital Properties<br />Print/Broadcast/Radio<br />Consumer<br />Journalism<br />Blogging<br />Mobile<br />Public <br />Engagement<br />Research<br />Ideas<br />Content<br />Owned<br />Consumer Generated<br />Web<br />New Influencers<br />Mobile<br />Employee Content<br />Events<br />NEW MANDATE REQUIRES NEW SKILLS<br />
  26. 26. RESEARCH: ENGAGE AUDIENCES WHENEVER AND WHERE-EVER<br />Identify <br />Idea Starters<br />Provide them with Relevant Content<br />New Scientist<br />Greenpeace International<br />Scientific American<br />Cambridge University Press<br />
  27. 27. WHO IN TURN, ENGAGE AMPLIFIERS TO BUILD CONVERSATIONS<br />Antalis<br />EU Energy Star<br />BP<br />Breem<br />BSI Group<br />Cabinet Office<br />Forest Stewardship Council<br />Climate Care<br />Dept For Culture Media And Sport<br />Envisionw<br />DFID<br />Health Protection Agency<br />DMA<br />ESRC<br />Ecotricity<br />London Fashion Week<br />Energy Star<br />Forestry Commission<br />DARDNI<br />Business Link<br />Freecycle<br />European Comission<br />Canon<br />Future Forests<br />Global Reporting Initiative<br />Centre For Alternative Technology<br />Global Action Plan<br />Friends Of The Earth<br />Good Energy<br />Green Dot Compliance<br />Greenpeace International<br />Green Mark<br />Howard Smith Paper Group<br />ISO<br />DEFRA<br />Health And Safety Executive<br />DOE NI<br />Independent<br />Horner Brothers<br />Cambridge University Press<br />Greenpeace<br />British Print<br />Carbon Trust<br />BERR<br />Environment Agency<br />CBI<br />DCFS<br />JG Environmental<br />Financial Times<br />BTCV<br />Ingenta Connect<br />Guardian<br />Dept of Communities<br />BBC<br />Envirowise<br />IPCC<br />CABE<br />CABI<br />BITC<br />Department For Transport<br />BSI Gloabl<br />HM Treasury<br />GPS Colour Graphics<br />Envergy Saving Trust<br />HP<br />London Development Agency<br />London Better Together<br />Blackwell Publishing<br />IEMA<br />Beacon Press<br />Healeys Print Group<br />For The Future<br /><br />Geoff Neal Litho<br />DBO<br />Met Office<br />OGC<br />Waste Online<br />The Countryside Agency<br />OECD<br />The Woodland Trust<br />New Scientist<br />Scottish Environment Protection Agency<br />Trading Standards Central<br />Waste Watch<br />Recycle More<br />Office Of Public Sector Information<br />Loughborough University<br />Telegraph<br />Scientific American<br />National Assembly For Wales<br />NISP<br />WWF<br />NY Times<br />WRI<br />PEFC<br />The Scottish Executive<br />Netregs<br />Printing Talk<br />UK Government Sustainable Development<br />Recycle Now<br />Routledge<br />The Times<br />Recycling Appeal<br />Ricoh UK<br />The European Union<br />Robert Horne<br />University of Oxford<br />Springerlink<br />The Planning Inspectorate<br />SD Comission<br />Tesco<br />WRAP<br />NERC<br />The Environment Trust<br />The Fairtrade Foundation<br />The United Nations<br />The University Of Sheffield<br />Treehugger<br />People and Planet<br />Unesco<br />Panning Portal<br />University College London<br />Print Week<br />University Of East Anglia<br />The Ecologist<br />University Of Sussex<br />Sustrans<br />Mayor Of London<br />What PC<br />Oxfam<br />WHO<br />World Land Trust<br />Xerox<br />Teachernet<br />NAPM<br />Pureprint Group<br />Total Print Expo<br />Transport For London<br />The Carbonneutral Company<br />Seacourt<br />Printing and Environment Conversation<br />
  28. 28. GALVANIZING IDEAS<br />Stimulates Action<br />Can evolve<br />Crossesmultiplechannels<br />Substanceand ‘legs’<br />
  29. 29. CONTENT<br />Compelling and Entertaining Easily Shared<br />
  31. 31. PR PROFESSIONALS REQUIRE NEW SKILL SET<br /> Listen with intelligence<br /> Digital natives<br /> Create compelling and entertaining content<br /> Creative across multi-channels<br /> Strategic counselors<br /> Experts across both corporate and brand marketing<br />
  32. 32. NOTE OF CAUTION<br />Higher Standards<br />Don’t pretend to be journalists<br />
  33. 33. PR IS THE ORGANIZING PRINCIPLE OF STRATEGY & COMMUNICATIONS<br />Two Dimensions<br />Encompass a broader set of media options, from Mainstream to New to Social to Owned  <br />Engage stakeholders in long-term social relationships, as all communications become public <br /> <br />