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This is Our Moment
The Future of Public Relations
                    Peter Debreceny
This Is Our Moment

•  “Maximizing Strategic Impact” Echo Research
•  “The Authentic Enterprise”
        The Arthur W. Page Society (2008)
•  “The Dynamics of Public Trust in
     Business” (2009)
•  Industry/academic
   conferences in US and
   Europe
•  The work of the Institute
   for Public Relations
This Is Our Moment




There is great opportunity
This Is Our Moment

What is public relations?
This Is Our Moment




5
This Is Our Moment
This Is Our Moment

What is public relations?
   •  Originally the management of
    relationships between an organization
    and its publics, in order to achieve a
    desired outcome for the organization
   •  PR has become a maligned term – but more
      relevant than ever
   •  It’s about the business – so it has to be
      strategic not tactical
   •  Reputation is the enabler of business
      success
This Is Our Moment




Revolution!
This Is Our Moment

                              Tema

Cuerpo de texto
This Is Our Moment	



International   Multinational    Globally Integrated
 Corporation    Corporation          Enterprise
This Is Our Moment
This Is Our Moment
This Is Our Moment
This Is Our Moment
This Is Our Moment
This Is Our Moment


The Authentic Enterprise
•  The enterprise must be grounded in a
   sure sense of what defines it (mission,
   values, principles, beliefs).
•  And those definitions must dictate
   consistent behavior and actions.

      In place of the voice of “authority”,
  stakeholders demand proof of authenticity
This Is Our Moment




             Reactive	

             Proactive	

               Interactive	




 • Prioritize inquiries    • Develop ideas & campaigns   • Collaborate with key
 • Manage press & events   • Messaging                     Stakeholders

 • Spokespersons           • Monitor reputation across   • Define and enable
                             stakeholders                  company values
 • Monitor reputation
                           • Educate employees           • Shape strategic direction
 • Crisis management
                                                         • Measure results

CEOs feel that communicating their company’s values has become more
   complex at the exact time that it has become absolutely essential.
This Is Our Moment	



Why trust matters
   Trust improves the efficiency of
   transactions.
   Trust within firms impacts employee
   performance.
   Trust among firms impacts customer
   acquisition and retention.
   Trust among the business units of
   large firms impacts innovation.
This Is Our Moment


Why Trust Matters
This Is Our Moment


The Trust Nose Dive
  How much do you trust each institution to do what’s right?
                                  Source: Edelman Trust Barometer 2009, US




                                                                     20
This Is Our Moment


Trust Report Recommendations
  •  Ground the enterprise in a sure sense of what
     defines and differentiates it (mission, values,
     principles, beliefs).
  •  Ensure that values are adhered to consistently
     across your enterprise.
  •  Build and manage strong relationships with
     mediating institutions.
  •  Embrace transparency.
  •  Work to build trust in your business sector.
  •  Focus on the core contribution that the firm
     makes to society.
This Is Our Moment	


We must assert leadership in:	

    Defining and activating enterprise values
    Building and managing multi-stakeholder
     relationships
    Enabling the enterprise with “new media”
     skills and tools
    Building and managing trust
    Be a strategy participant rather than just
     a supporter
    Reactive, Proactive, Interactive
    Committed to ethical approach
This Is Our Moment	



What can we influence?	

 •  Survive the current economic crisis
 •  Manage the impact of changes in the
    communications industry
 •  Take advantage of a globalized world
 •  Adjust departments and agencies to the
    new world

         There is great opportunity
This Is Our Moment




There is great opportunity	


 And great responsibility
This Is Our Moment


The Page Principles	

 •  Tell the truth.
 •  Prove it with action.
 •  Listen to the customer.
 •  Manage for tomorrow.
 •  Realize a company’s true character is
    expressed by its people.
 •  Conduct public relations as if the whole
    company depends on it.
 •  Remain calm, patient and good-humored.
Presentación Peter Debreceny Congreso PRORP 2009

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Presentación Peter Debreceny Congreso PRORP 2009

  • 1. This is Our Moment The Future of Public Relations Peter Debreceny
  • 2. This Is Our Moment •  “Maximizing Strategic Impact” Echo Research •  “The Authentic Enterprise” The Arthur W. Page Society (2008) •  “The Dynamics of Public Trust in Business” (2009) •  Industry/academic conferences in US and Europe •  The work of the Institute for Public Relations
  • 3. This Is Our Moment There is great opportunity
  • 4. This Is Our Moment What is public relations?
  • 5. This Is Our Moment 5
  • 6. This Is Our Moment
  • 7. This Is Our Moment What is public relations? •  Originally the management of relationships between an organization and its publics, in order to achieve a desired outcome for the organization •  PR has become a maligned term – but more relevant than ever •  It’s about the business – so it has to be strategic not tactical •  Reputation is the enabler of business success
  • 8. This Is Our Moment Revolution!
  • 9. This Is Our Moment Tema Cuerpo de texto
  • 10. This Is Our Moment International Multinational Globally Integrated Corporation Corporation Enterprise
  • 11. This Is Our Moment
  • 12. This Is Our Moment
  • 13. This Is Our Moment
  • 14. This Is Our Moment
  • 15. This Is Our Moment
  • 16. This Is Our Moment The Authentic Enterprise •  The enterprise must be grounded in a sure sense of what defines it (mission, values, principles, beliefs). •  And those definitions must dictate consistent behavior and actions. In place of the voice of “authority”, stakeholders demand proof of authenticity
  • 17. This Is Our Moment Reactive Proactive Interactive • Prioritize inquiries • Develop ideas & campaigns • Collaborate with key • Manage press & events • Messaging Stakeholders • Spokespersons • Monitor reputation across • Define and enable stakeholders company values • Monitor reputation • Educate employees • Shape strategic direction • Crisis management • Measure results CEOs feel that communicating their company’s values has become more complex at the exact time that it has become absolutely essential.
  • 18. This Is Our Moment Why trust matters   Trust improves the efficiency of transactions.   Trust within firms impacts employee performance.   Trust among firms impacts customer acquisition and retention.   Trust among the business units of large firms impacts innovation.
  • 19. This Is Our Moment Why Trust Matters
  • 20. This Is Our Moment The Trust Nose Dive How much do you trust each institution to do what’s right? Source: Edelman Trust Barometer 2009, US 20
  • 21. This Is Our Moment Trust Report Recommendations •  Ground the enterprise in a sure sense of what defines and differentiates it (mission, values, principles, beliefs). •  Ensure that values are adhered to consistently across your enterprise. •  Build and manage strong relationships with mediating institutions. •  Embrace transparency. •  Work to build trust in your business sector. •  Focus on the core contribution that the firm makes to society.
  • 22. This Is Our Moment We must assert leadership in:  Defining and activating enterprise values  Building and managing multi-stakeholder relationships  Enabling the enterprise with “new media” skills and tools  Building and managing trust  Be a strategy participant rather than just a supporter  Reactive, Proactive, Interactive  Committed to ethical approach
  • 23. This Is Our Moment What can we influence? •  Survive the current economic crisis •  Manage the impact of changes in the communications industry •  Take advantage of a globalized world •  Adjust departments and agencies to the new world There is great opportunity
  • 24. This Is Our Moment There is great opportunity And great responsibility
  • 25. This Is Our Moment The Page Principles •  Tell the truth. •  Prove it with action. •  Listen to the customer. •  Manage for tomorrow. •  Realize a company’s true character is expressed by its people. •  Conduct public relations as if the whole company depends on it. •  Remain calm, patient and good-humored.