Presentation given by Christophe Ginisty on February 4th 2014 at the Saudi Aramco Communication Symposium about Communicating Energy Efficiency Globally

1. Communicating Energy Efficiency Globally
Christophe Ginisty
Immediate past President IPRA
Founder of Open Agency
christophe@openagency.fr
@cginisty

2. « Our energy future is our choice »
Robert Phillips

3. Energy Efficiency has to be a co-construction

4. Communicating on Energy efficiency needs to
reflect the promise of this co-construction

5. The power of

6. The power of
don’t buy a product, we are invited
to change the way we live and
behave in order to change the world

7. It has to become a partnership

8. How can PR contribute to it?

9. 984
1
“Public relations is the practice of managing
the spread of information between an individual or an
organization and the public”

10. 012
2

11. 012
2
“Public relations is a strategic communication process that
builds mutually beneficial relationships between
organizations and their publics”

12. 984
1
“Public relations
is the practice
of managing the
spread of
information
between an
individual or an
organization
and the public”
012
2
“Public relations is a
strategic
communication
process that builds
mutually beneficial
relationships
between
organizations and
their publics”

13. “Public relations is a strategic communication process that
builds mutually beneficial relationships between
organizations and their publics.”

14. The key factor today relies today on
the ability (or the art) to create these
mutually beneficial relationships!
This is a consequence of the social
media development
“Public relations is a strategic communication process that
builds mutually beneficial relationships between
organizations and their publics.”

15. Communication should be participatory

16. We are dealing directly with people on social
networks: the crowd has become the medium

17. We need to partner with stakeholders:
we can’t afford not to do it

18. How to build those mutually beneficial relationships
on energy efficiency campaigns?

19. Key words are…

20. Inspire trust by being:
Informed
Involved
Humble
Transparent
Accountable

21. Inspire trust by being:
Informed
Involved
Humble
Transparent
Accountable
Give rise to an emotion by:
Informing
Educating
Entertaining
Warning/scaring
Inspiring activism

23. Emotions are decision takers

24. A few years ago, neuroscientist
Antonio Damasio made a
groundbreaking discovery. He
studied people with damage in
the part of the brain where
emotions are generated.
He found that they seemed
normal, except that they were not
able to feel emotions. But they all
had something peculiar in
common:…

25. A few years ago, neuroscientist
Antonio Damasio made a
groundbreaking discovery. He
studied people with damage in
the part of the brain where
emotions are generated.
He found that they seemed
normal, except that they were not
able to feel emotions. But they all
had something peculiar in
common: they couldn’t
make decisions.

26. A study conducted by Emerald
Group Publishing has found that
key motivations for energy
efficient refurbishment can be
categorized into the broad
themes of economic, social, and
environmental motivations. These
motivations will be affected by a
wide number of interrelated
internal and external factors and
mediated by the emotions of
the individual.

27. Emotions are the pillar of social networks

28. Emotions have become the preferred shared information

29. Traditional media (and so PR) has lost the leadership:
Emotions are the info and the crowd is the vehicle

30. • The information is the emotion and emotion is
all about influencing decisions

31. • The information is the emotion and emotion is
all about influencing decisions
• The vehicle is the crowd that will spread the
emotions online

32. • The information is the emotion and emotion is
all about influencing decisions
• The vehicle is the crowd that will spread the
emotions online
• The way to establish a mutually beneficial
relationship is to inspire trust and leadership
by being what you have to be (not by
communicating what you promise to become)

33. • The information is the emotion and emotion is
all about influencing decisions
• The vehicle is the crowd that will spread the
emotions online
• The way to establish a mutually beneficial
relationship is to inspire trust and leadership
by being what you have to be (not by
communicating what you promise to become)
• You have to remain transparent and
accountable at any time.

34. • All this will give birth to a new kind of
organizations…

35. The community driven organizations
 Caring about the stakeholders
 Inspired by the insights
 Creating emotional links
 Publicly open to influence
 Transparent and loyal
 Accountable
 Inspiring

37. ① Find what people are talking about

38. ① Find what people are talking about
② Find what people believe about the topic of
energy efficiency

39. ① Find what people are talking about
② Find what people believe about the topic of
energy efficiency
③ Find what moves them about it

40. ① Find what people are talking about
② Find what people believe about the topic of
energy efficiency
③ Find what moves them about it
④ Does it really move you as well?

42. ① When the power of emotions dominate information, this
might be the ground for wrong beliefs about Energy efficiency.

43. ① When the power of emotions dominate information, this
might be the ground for wrong beliefs about Energy efficiency.
② As Gerald Bronner, a French Sociologist commented:
”The ones who strongly believe into an information fact are more
motivated than the other ones and will spend more time
promoting it online. Believers are statistically more numerous and
will generate more activism. Rationalism is not motivating as much
as irrationalism.”

44. Communicating Energy Efficiency Globally
is not about saying something new but
being a trusted & emotionally connected
organization whose transparent behavior
will inspire change.

45. Thankyou
Christophe Ginisty
CEO Open Agency
Christophe@OpenAgency.fr
+33 (0)6 16 95 03 18