This is a presentation that I gave to a Dircom meeting in Barcelona, Spain on 18 June 2014. Its a preview of the session that I have been invited to give at the World PR Forum in Madrid in September 2014.

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June 2014
World PR Forum
Preview

2. 2 | 19.06.2014
World PR Forum preview
Source: World PR Forum, Madrid, September 2014

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Trust and reputation
“The value of
reputation and
trust has never
been more
recognised at
board level.”
Ketchum
Source: Ketchum Leadership Communication Monitor, May 2014

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Shift to social business
“Social media
has a role within
every area of a
modern
organisation.”
McKinsey
Source: Finding your digital sweet spot, McKinsey, McKinsey, November 2013

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Markets are people
Source: The Business of Influence by Philip Sheldrake (Wiley 2011)

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Changing media

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Mobile and tablet overtakes PC
In 2013 sales of
mobile device
surpassed PCs.
Source: Internet Trends 2014, KPCB, May 2014

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Media change: digital growth
We’re firmly in
the era of
mobile media.
Source: Only digital media sees growth in daily consumption, Statista, April 2014

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Media obsession
Social media is
the dominant
form of media
for Millennials.
Source: Millennials rack up 18 hours of media use per day, Statista, March 2014

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A changing profession

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#1 Media change
Source: Data never sleeps 2.0, Domo, April 2014

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The fragmentation of media and shift to
social forms of media is the narrative of
the last decade.
We’re shifting from broadcast as a
means of communication with an
audience to two-way communication.

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#2 Radical transparency
Source: Secret US embassy cables, Wikileaks, August 2011

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Command and control is an illusion. The
fragmentation of traditional media and
the rise of social media has brought
reputational management into sharp
focus like never before.
Brands are running scared because
those connections are multiplying
beyond their control and audiences
have started to answer back.

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#3 Data insights
Source: Twitter search

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#3 Data insights
Source: Google data

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#3 Data insights
Source: Traackr data

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We have access, unlike ever before, to
data to understand audiences and
listen to what they think about us, our
products and services, competitors and
a market.
The social web is a massive market
research exercise that no has ever
commissioned.

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Source: 2013 Benchmarks, Budgets and Trends, Content Marketing Institute, November 2012
#4 Content

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Content in all its forms is the drum beat
of public relations campaigns. We need
to get out of our comfort zone of text
and images.
A modern practitioner needs to be
confident in working, and ideally
producing, all forms of content.

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“Organisations are obsessed
with pushing brand and
product messages. They want
to appear cool and feel
good about themselves
rather than engage with their
audiences.”
Tom Foremski
#5 Corporate media
Source: Tom Foremski: Corporate media could replace traditional media, but must be audience led, Ketchum blog, May 2013

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#6 Conversation
Source: Personal image

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Public relations should be rooted in a
listening and a two-way dialogue. Think
20/80 or even 10/90.

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#7 PESO
Source: Ketchum

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The future of the media like the future of
public relations is a work in progress.
If you want to maximise how many
people in your community your content
reaches on Facebook, Twitter or
YouTube, you’ll need a paid element.

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#8 Agile workflow
Source: The Oreo Super Bowl blackout tweet, AdForum, 2013

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There is an inherent contradiction
between this regimented approach to
corporate communications and the
dynamism and pace of social networks.
Communicators must balance the
agenda of a corporate organisation
with content to drive engagement
around real time events.

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Evolution of public relations

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Media
relations
Influencer
relations
Community
Social
Business
(vision)
Stages of social development
Source: Ketchum

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Research/Insight
•Web analytics
•Web research
•Search insight
•Social networks
•Conversation
•Influencers
Strategy
•Define goals and
objectives
•Devise means of
motivation and
engagement
Content
•Format
•Function
•Content
optimisation
Channels
•Facebook
•Twitter
•LinkedIn
•Google+
Engagement
•Community
management
•Campaign
lifecycle
•Social lifecycle
Evaluation
•SMART Objectives
•The Barcelona
Principles
•Valid Metrics
Planning model
Source: Ketchum

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The future of organisational
communication

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New forms of media
Source: Personal images

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Location and always on
Source: Personal image

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Brands as utility
Source: Personal images

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See you at the World PR Forum
Source: World PR Forum, Madrid, September 2014

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Stephen Waddington
Ketchum
stephen.waddington@ketchum.com
Wadds.co.uk
@wadds
Thank you