Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
THE	
  IMPORTANCE	
  OF	
  CROWD	
  PHENOMENON	
  	
  
IN	
  REPUTATION	
  MANAGEMENT	
  	
  
Christophe	
  Ginisty	
  

P...
@cginisty	
  
First,	
  let’s	
  define	
  what	
  we	
  call	
  Public	
  Rela0ons…	
  
984	
  
1

“Public	
  rela0ons	
  is	
  the	
  prac0ce	
  of	
  managing	
  	
  
the	
  spread	
  of	
  informa0on	
  betw...
012	
  
2

“Public	
  rela0ons	
  is	
  a	
  strategic	
  communica0on	
  process	
  
that	
  builds	
  mutually	
  benefic...
984	
  
1
“Public	
  
rela0ons	
  is	
  the	
  
prac0ce	
  of	
  
managing	
  the	
  
spread	
  of	
  
informa0on	
  
betw...
The	
  key	
  factor	
  today	
  relies	
  today	
  on	
  
the	
  ability	
  (or	
  the	
  art)	
  to	
  create	
  these	
...
«	
  You	
  can’t	
  build	
  
a	
  reputa2on	
  
based	
  on	
  what	
  
you	
  are	
  going	
  to	
  
to	
  do!	
  »	
  ...
Conversa0ons	
  are	
  
everywhere	
  and	
  	
  	
  
always	
  on	
  

The	
  level	
  of	
  trust	
  is	
  
declining	
 ...
—	
  My	
  point	
  of	
  view	
  —	
  	
  
Public	
  Rela0ons	
  has	
  not	
  become	
  “digital”	
  
Public	
  Rela0ons...
So	
  what?	
  

How	
  to	
  leverage	
  the	
  
strategy	
  since	
  Public	
  
Rela0ons	
  has	
  become	
  
social?	
 ...
In	
  a	
  social	
  world,	
  people	
  interac0ons	
  are	
  the	
  media.	
  
So	
  we	
  need	
  to	
  listen	
  and	
...
“Sen0mental	
  crowds”	
  
The	
  sen0mental	
  crowds	
  create	
  the	
  fer0le	
  ground	
  on	
  
which	
  your	
  influence	
  will	
  grow	
  (o...
Belief:	
  “It	
  is	
  unsafe	
  to	
  
travel	
  to	
  Egypt	
  due	
  to	
  
the	
  poli2cal	
  situa2on”	
  
Belief:	
  “McDonald’s	
  famous	
  burger	
  
would	
  only	
  contain	
  25%	
  beef”	
  
Emo0on:	
  “I	
  
admired	
  Steve	
  
Jobs	
  so	
  much	
  
that	
  I	
  had	
  
bought	
  Apple	
  
products”	
  
Ac0vism:	
  	
  
“I	
  am	
  
ready	
  to	
  
call	
  for	
  
boycoe	
  a	
  
company	
  
that	
  does	
  
not	
  pay	
  
...
Will	
  you	
  have	
  0me	
  to	
  visit	
  the	
  country?	
  
Will	
  we	
  have	
  a	
  chance	
  to	
  create	
  a	
 ...
All	
  we	
  have	
  to	
  do	
  is	
  to	
  transform	
  the	
  
organiza0on	
  into	
  a	
  social	
  body:	
  	
  
stra...
“In	
  the	
  long	
  history	
  
of	
  humankind	
  those	
  
who	
  learned	
  to	
  
collaborate	
  and	
  
improvise	
...
Learn	
  to	
  
collaborate	
  
 Listen	
  
 Iden0fy	
  	
  
 Invite	
  
 Open	
  
 Engage	
  
 Implement	
  
 Meas...
Learn	
  to	
  
collaborate	
  
 Listen	
  
 Iden0fy	
  	
  
 Invite	
  
 Open	
  
 Engage	
  
 Implement	
  
 Meas...
A	
  strategy	
  is	
  a	
  decision	
  
Implementa0on	
  is	
  a	
  dialog	
  
(and	
  some0mes	
  an	
  ongoing	
  negoc...
4	
  pillars	
  of	
  “Social”	
  Public	
  Rela0ons	
  

Monitor,	
  listen	
  and	
  
analyse	
  the	
  
conversa0ons	
 ...
Thank	
  you	
  very	
  much!	
  
(and	
  pray	
  for	
  our	
  football	
  team)	
  
The importance of Crowd Phenomenon
The importance of Crowd Phenomenon
Upcoming SlideShare
Loading in …5
×

The importance of Crowd Phenomenon

1,547 views

Published on

Presentation given by Christophe Ginisty (2013 IPRA President) in Belgrade, Serbia, for the Telekom Serbia PRilika 2013

Published in: Business, Technology
  • Bonsoir Christophe; je parcours actuellement ta bibliothèque de slides et c'est passionnant de constater comment on peut s'informer intelligemment avec de tels contenus, sans devoir débourser un seul penny ! Il est vrai que je me situe du côté de la barrière des internautes jouissant d'un petit revenu et non du côté de celle de tes clients. Il n'empêche : congrat. Mr Ginisty !
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Great! I just would add that... PR is the art of build and MANTAIN good relationships with the key groups of people upon which the failure or success of your business depends. How? Sometimes I think best PR simply ARE, rather than DO. You communicate WHO you ARE. sorryyyyyyyyyyyy for the long comment! There is so many to say, yes? Thank you for your helpful suggestions!
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

The importance of Crowd Phenomenon

  1. 1. THE  IMPORTANCE  OF  CROWD  PHENOMENON     IN  REPUTATION  MANAGEMENT     Christophe  Ginisty   President  2013   Interna0onal  Public  Rela0ons  Associa0on   christophe@ginisty.com  
  2. 2. @cginisty  
  3. 3. First,  let’s  define  what  we  call  Public  Rela0ons…  
  4. 4. 984   1 “Public  rela0ons  is  the  prac0ce  of  managing     the  spread  of  informa0on  between  an  individual  or  an   organiza0on  and  the  public”  
  5. 5. 012   2 “Public  rela0ons  is  a  strategic  communica0on  process   that  builds  mutually  beneficial  rela0onships  between   organiza0ons  and  their  publics.”  
  6. 6. 984   1 “Public   rela0ons  is  the   prac0ce  of   managing  the   spread  of   informa0on   between  an   individual  or  an   organiza0on   and  the  public”   012   2 “Public  rela0ons  is  a   strategic   communica0on   process  that  builds   mutually  beneficial   rela0onships   between   organiza0ons  and   their  publics.”  
  7. 7. The  key  factor  today  relies  today  on   the  ability  (or  the  art)  to  create  these   mutually  beneficial  rela0onships!     This  is  a  consequence  of  the  social   media  development   “Public  rela0ons  is  a  strategic  communica0on  process   that  builds  mutually  beneficial  rela0onships  between   organiza0ons  and  their  publics.”  
  8. 8. «  You  can’t  build   a  reputa2on   based  on  what   you  are  going  to   to  do!  »   Henry  Ford  
  9. 9. Conversa0ons  are   everywhere  and       always  on   The  level  of  trust  is   declining  and  provokes   reac0ons  from  the   audience   The  PR  playground  has   become  much  more   complex  and  demanding:     Reputa0on  is  an  self   mo0vated  and  an  on-­‐going   construc0on  by  the   stakeholders   Stakeholders  are   reques0ng  more     ethical  behaviors  and   more  transparency   Influence  starts  at  the   crowd  level:  social   interac0ons  online  set   the  game  
  10. 10. —  My  point  of  view  —     Public  Rela0ons  has  not  become  “digital”   Public  Rela0ons  has  become  social!    
  11. 11. So  what?   How  to  leverage  the   strategy  since  Public   Rela0ons  has  become   social?    
  12. 12. In  a  social  world,  people  interac0ons  are  the  media.   So  we  need  to  listen  and  be  inspired  by  3  key  elements…  
  13. 13. “Sen0mental  crowds”  
  14. 14. The  sen0mental  crowds  create  the  fer0le  ground  on   which  your  influence  will  grow  (or  not)    
  15. 15. Belief:  “It  is  unsafe  to   travel  to  Egypt  due  to   the  poli2cal  situa2on”  
  16. 16. Belief:  “McDonald’s  famous  burger   would  only  contain  25%  beef”  
  17. 17. Emo0on:  “I   admired  Steve   Jobs  so  much   that  I  had   bought  Apple   products”  
  18. 18. Ac0vism:     “I  am   ready  to   call  for   boycoe  a   company   that  does   not  pay   taxes”  
  19. 19. Will  you  have  0me  to  visit  the  country?   Will  we  have  a  chance  to  create  a  beeer  rela0onship  with   you  based  on  a  more  educated  knowledge?  
  20. 20. All  we  have  to  do  is  to  transform  the   organiza0on  into  a  social  body:     strategy  must  be  inspired  by  a  social   transforma0on  
  21. 21. “In  the  long  history   of  humankind  those   who  learned  to   collaborate  and   improvise  most   effec2vely  have   prevailed.”     Charles  Darwin  
  22. 22. Learn  to   collaborate    Listen    Iden0fy      Invite    Open    Engage    Implement    Measure     Improvise  more   effec0vely    Listen    Select    Care    Organize    React      Inspire  trust    Measure    
  23. 23. Learn  to   collaborate    Listen    Iden0fy      Invite    Open    Engage    Implement    Measure     Improvise  more   effec0vely    Listen    Select    Care    Organize    React      Inspire  trust    Measure    
  24. 24. A  strategy  is  a  decision   Implementa0on  is  a  dialog   (and  some0mes  an  ongoing  negocia0on)  
  25. 25. 4  pillars  of  “Social”  Public  Rela0ons   Monitor,  listen  and   analyse  the   conversa0ons  on  a   real  0me  basis   Restore  trust  by   ethical  behaviors     by  being  as   transparent  as   possible   Engage  into  the   conversa0ons     to  maintain  a  high   level  of  confidence   Be  ready  to  react     fast:  get  today  the   tools  that  may  help   you  tomorrow    
  26. 26. Thank  you  very  much!   (and  pray  for  our  football  team)  

×