Public relations as a two-way communication function has a bright future if it moves away from one-way "spin" and embraces digital communication. To succeed in today's digital world, organizations must develop a coherent influence strategy across all customer-facing functions using a framework like the Influence Scorecard. This will help socialize the enterprise and maximize opportunities from new technologies and communication flows.

1. The Role of PR in the Digital AgePhilip Sheldrakewww.philipsheldrake.com@sheldrakeAuthorThe Business of Influence: Reframing Marketing and PR for the Digital Agewww.influenceprofessional.comFounding Partner, Meanwhilewww.andmeanwhile.com1

2. Excellent public relations and effective organizations: A Study of Communication Management in Three Countries, Routledge, ISBN: 9780805818185http://www.flickr.com/photos/philip_sheldrake/488820724Let’s start with a conclusion:Public Relations, as defined by the Excellence Study, has a very bright future. 2Public Relations – a management function that focuses on two-way communication and fostering of mutually beneficial relationships between an organization and its publics.

3. And a polemic:http://www.flickr.com/photos/philip_sheldrake/3360635783Public Relations practised as spin, as one-way, as just “media relations”, is dead.

4. You have been influenced when you think in a way you wouldn’t otherwise have thought, or do something you wouldn’t otherwise have doneThe Business of Influence, Philip Sheldrake, Wiley, 2011http://www.flickr.com/photos/philip_sheldrake/1603652654

5. If you’re in business, indeed any type of organization, then you’re in the business of influenceThe Business of Influence, Philip Sheldrake, Wiley, 2011http://www.flickr.com/photos/philip_sheldrake/5629452844… marketing, advertising, public relations, internal communications, public affairs, customer service, customer relationship management, social media, copywriting and content, SEO, branding, branded apps and widgets, brand journalism …… web design, graphic design, direct marketing, packaging, merchandising, promotion, publicity, events, sponsorship, sales and sales promotion, marketing and market research, product and service design and development …… human resources, training and development, channel management, procurement and supplier management, facilities management … 5

6. The authors of the Cluetrain Manifesto asserted back in 1999 that the Internet allows markets to revert to the days when a market was defined by people gathering and talking among themselves about buyer and seller reputation, product quality and prices.This was lost for a while as the scale of organizations and markets outstripped the facility for consumers to coalesce.//The rise of social mediaThe Cluetrain Manifesto – http://www.cluetrain.comThe Business of Influence, Philip Sheldrake, Wiley, 2011http://www.flickr.com/photos/philip_sheldrake/57243207366

7. social / digital is not:– a new team or department– something to procure, design or manage separately//The rise of social mediahttp://www.flickr.com/photos/philip_sheldrake/2642725725social / digital does:– require new skills– bring new opportunities, and threats7

8. An illustrated history//The rise of social mediahttp://youtu.be/wp2eUSL4oHchttp://www.philipsheldrake.com/2011/01/content-an-illustrated-history8

9. //The rise of social mediaInfluence Strategy and Execution, Philip Sheldrake, Marketing Magnified eJournal, June 2011, CMO Council http://www.marketingmagnified.com/2011/junehttp://www.flickr.com/photos/philip_sheldrake/5723483505Perception is realityMay have been a relevant axiom for 20th Century, but now…Reality is perceptionThe real-time social enterprise must, by nature, be authentic.You can’t fake it.9

10. We are more influenced by the 150 nearest to us than by the other six or so billion combined//The rise of social mediaThe Business of Influence, Philip Sheldrake, Wiley, 2011http://www.flickr.com/photos/philip_sheldrake/306858830210

11. //The rise of social mediaAlign Your Stakeholder-Facing Functions with an Influence Strategy, Philip Sheldrake, Balanced Scorecard Report, July-August 2011, Vol 13 No 4, Harvard Business Publishinghttp://www.flickr.com/photos/philip_sheldrake/107864510No organization is an islandEverything an organization does occurs in the context of a changing world, in a dynamic interplay with every entity around it Organizations must cultivate a sensitivity to the new dynamic (one that’s superior to competitors’) and sharpen their ability to interpret and respond to the myriad communication flows issuing from all sides11

12. Phones are the most personal of consumer electronic devices. They rank with keys and money when going out. They become an extension of their owner and their loss is mourned, literallyIt keeps you connected with those far away, and disengaged from strangers nearby//The info tech explosionThe Business of Influence, Philip Sheldrake, Wiley, 2011http://www.flickr.com/photos/philip_sheldrake/87041513- address book- diary- digital messenger- web browser- games machine- music player- video player- navigator- video & stills camera... and, of course,a phone12

13. The Internet of ThingsA public and private nervous system for the planet//The info tech explosionInternetome Conference, London, 2010The Business of Influence, Philip Sheldrake, Wiley, 2011http://www.flickr.com/photos/philip_sheldrake/488970370Electronic devices(washing machines, air conditioning units and cars)Electrical devices(lighting, electric heaters, and power distribution)Non-electrical objects(food and drink packages, clothes, and animals)Environmental sensors(measuring such variables as temperature, noise, moisture)13

14. Data paucity was a problem of the 20th Century.Big data is the problem and opportunity of the 21st.//The info tech explosionThe Business of Influence, Philip Sheldrake, Wiley, 2011http://www.flickr.com/photos/philip_sheldrake/432614656414

15. Web 3.0 – the Semantic Web – is about the Web itself understanding the meaning of all the content and participation.//The info tech explosionThe Business of Influence, Philip Sheldrake, Wiley, 2011http://www.flickr.com/photos/philip_sheldrake/4324972193Indeed, the Web becomes a universal medium for the exchange of data, information and knowledge.15

16. The social enterprise//The Business of InfluenceThe Business of Influence, Philip Sheldrake, Wiley, 2011http://www.flickr.com/photos/philip_sheldrake/277256604616

17. Socializing the enterprise demands more than just procuring some social tools. It demands a CEO-led organizational redesign.//The Business of InfluenceThe Business of Influence, Philip Sheldrake, Wiley, 2011http://www.flickr.com/photos/philip_sheldrake/350455277717It demands a new and simple model, devoid of ‘baggage’, to think about what we’re trying to achieve.A framework for all influence activities, for the social media, info tech and business strategy of the 21st Century.

18. The Six Influence Flows//The Business of InfluenceThe Business of Influence, Philip Sheldrake, Wiley, 201118

19. The Influence ScorecardHow can we systematically learn from and manage influence flows?How do we define, develop, and execute a consistent and coherent influence strategy?How do we prioritize investments in influence-related human, information, and organizational capital?//The Business of InfluenceThe Business of Influence, Philip Sheldrake, Wiley, 201119Kaplan and Norton’s strategy map tool and Balanced Scorecard framework are well suited to these efforts.

20. The Influence Scorecard /2The Influence Scorecard serves as both the methodology for defining influence strategy and the tool for executing it.It’s a subset of the Balanced Scorecard, containing all the influence-related objectives and metrics extracted from their functional silos.Helps management ensure that the potential to influence and be influenced is exploited cohesively and consistently throughout the organization.//The Business of InfluenceThe Business of Influence, Philip Sheldrake, Wiley, 201120

21. In conclusionToday, influence activities are:21– Spread, uncoordinated, across functional silos– Encompass only some aspects and subsets of the Six Influence Flows and the Influence Scorecard– Defined in the context of 20th Century technology, media, and articulation of and appreciation for business strategy

22. In conclusionTomorrow, your influence strategy must:22– Socialize the enterprise, systematically– Take best advantage of new info technologies– Drive business performance management

23. Excellent public relations and effective organizations: A Study of Communication Management in Three Countries, Routledge, ISBN: 9780805818185http://www.flickr.com/photos/philip_sheldrake/488820724In conclusion:Public Relations, as defined by the Excellence Study, has a very bright future. 23Public Relations professionals have the right expertise at the right time to help lead this transition; to help socialize the enterprise.

24. The Business of Influence: Reframing Marketing and PR for the Digital AgePhilip Sheldrake, Wiley, May 2011ISBN 978-0470978627www.influenceprofessional.com#infpro24