Presentation given during the Opening ceremony of the CIPRA (Chinese International Public Relations Association) summit in Beijing, July 26th, 2012

1. Public Relations in transition
An historical metamorphosis
Christophe Ginisty
IPRA President elect 2013
European Technology / Digital evangelist @Edelman EMEA
Twitter:@cginisty
International Public Relations Association

2. “Public relations is a strategic
communication process that builds
mutually beneficial relationships between
organizations and their publics.”
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3. How can you build mutually beneficial
relationships between organizations and
their publics in a connected world?
And what is changing now?
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4. THE BIG BANG
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5. TRUST IN INFORMATION SOURCES
2011
Informed Public
2012
Informed Public
+ 10%
29%
32% + 18%
22%
26%
+ 75 %
+ 23%
14% 16%
13%
8%
TRADITIONAL ONLINE MULTIPLE SOCIAL MEDIA CORPORATE
SOURCES
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6. The web has evolved from information to transactions to social
interactions, transforming passive users into participants :
people are now expecting to have an impact and being
considered individually.
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7. changes
Education
Corporations
Media Governments
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8. Corporations
Top down communications are not effective
Conversations are « always on »
Vulnerabilities are increasing
The need for purpose has never been that high
Ethical behaviors are a must
Internal coms are an integral part of PR
Crisis situations will be increase tremendously
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9. 2011 2012
Academic or expert 70% Academic or expert 68%
Technical expert in the company 64% Technical expert in the company 66%
Financial or industry analyst 53% A person like yourself 65% + 22
CEO
CEO 50% Regular employee 50% + 16
NGO representative 47% NGO representative 50%
A person like yourself 43% Financial or industry analyst 46%
Government official or regulator 43% CEO
CEO 38%
Regular employee 34% Government official or regulator 29%
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10. International Public Relations Association

11. Consumers
will praise…
and punish
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12. Niche publications
Media
sites and professional
blogs
TRADITIONAL HYBRID
Traditional media:
Mainstream outlets,
TVs and Radios,
Trades SEARCH
SOCIAL OWNED
Global & local Owned media:
Social networks, Websites, portals,
Message boards, forums, Corporate blogs,
Blogosphere Apps & mobile
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13. Media only institution to see trust increase
TRUST IN MEDIA
2011
Informed Public
2012
Informed Public
Trust Trust Steady Trust
86%
80% 79% 80%
72% 73%
70% 69%
67%
65% 65% 65%
61% 60% 61% 61%
59%
57%
54% 53% 53%
52%
50% 49% 50% 48% 49% 48%
46% 46% 45% 47%
45% 45% 43% 45% 42% 45%
41%
37% 37% 38% 38% 37%
37% 36%
35%
32% 33%
27%
22%
N/A N/A
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14. Governments
Radical transparency becomes the citizens’ standard need
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15. Government not meeting public’s expectations
Government
Importance
Government
Performance
67%
LISTENS TO CITIZENS' NEEDS AND FEEDBACK
17% -50
66%
HAS TRANSPARENT AND OPEN PRACTICES
16% -50
EFFECTIVELY MANAGES THE FINANCIAL AFFAIRS OF THE 65%
COUNTRY 19% -46
65%
COMMUNICATES FREQUENTLY AND HONESTLY
16% -49
56%
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT
18% -38
PROVIDES NATIONAL TRAINING PROGRAMS TO CREATE 54%
EMPLOYMENT OPPORTUNITIES 18% -36
CREATES INNOVATIVE PROGRAMS THAT POSITIVELY IMPACT 52%
LOCAL COMMUNITIES 16% -36
PARTNERS WITH BUSINESS NGOS, AND THIRD PARTIES TO 41%
ADDRESS SOCIETAL ISSUES 14% -27
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16. Editors
Education
Community
managers
PR pros PR pros
Human
science
spécialists
CRM experts
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17. “The biggest challenge to PR professionals
is to deal now with people that did not
know before when they were only dealing
with influencers or journalists”
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18. Thank you very much.
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