президент IPRA 2013 Тема выступления: “Новая парадигма PR: от информации к эмоциям”

1. © Christophe Ginisty 2014!
From information
to shared emotions :
the new paradigm of
public relations
Christophe Ginisty
May 28th, 2014
Rostov – Russia
@cginisty

2. © Christophe Ginisty 2014!
What do we call Public Relations?

3. © Christophe Ginisty 2014!
1984!
“Public relations is the
practice of managing
the spread of
information between an
individual (or an
organization) and the
public”

4. © Christophe Ginisty 2014!
2010!
“Public relations is a
strategic communication
process that builds
mutually beneficial
relationships between
organizations and their
publics”

5. © Christophe Ginisty 2014!
How to build a
mutually
beneficial
relationship?

6. © Christophe Ginisty 2014!
INFORMATION
conversation
relationship

7. © Christophe Ginisty 2014!
INFORMATION
conversation
relationship
Why will people want
to enter into the
conversation?!

8. © Christophe Ginisty 2014!
INFORMATION
conversation
relationship
Why will people want
to enter into the
conversation?!
How the conversation
will lead to a
relationship?!

9. © Christophe Ginisty 2014!
EMOTIONS ARE THE
ENGINE OF PUBLIC
RELATIONS AT THE
DIGITAL AGE

10. © Christophe Ginisty 2014!
What are the 3 basic activities
on social networks?

11. © Christophe Ginisty 2014!

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14. © Christophe Ginisty 2014!
Like is an emotion in itself
Commenting is often inspired
by an emotional link to the
topic
People will share content that
moves them

15. © Christophe Ginisty 2014!

16. © Christophe Ginisty 2014!

17. © Christophe Ginisty 2014!
WHAT PR PROFESSIONALS
MUST LEARN FROM THAT?

18. © Christophe Ginisty 2014!
COMMUNICATING IS NOT ENOUGH
A winning PR strategy is not
only about releasing
information and sending out
press releases: it is about
inspiring a relationship

19. © Christophe Ginisty 2014!
Traditional PR is {nearly} dead

20. © Christophe Ginisty 2014!
EMOTIONS HAVE BECOME THE VEHICULE
Create a set of content that
will inspire emotions from
your stakeholders: social
media ignition

21. © Christophe Ginisty 2014!

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CROWDS HAVE BECOME A MEDIA
Listen, monitor and be ready
to interact directly with your
stakeholders: be part of it and
switch to the conversational
mode

23. © Christophe Ginisty 2014!
DEVIL’S IN THE DETAILS
People are commenting
outside of the core
information: check your
vulnerabilities and stay
accountable

24. © Christophe Ginisty 2014!

25. © Christophe Ginisty 2014!
Endorsement foster propagation
People will often share
information based on self
identification: identify
influencers and information
flows

26. © Christophe Ginisty 2014!

27. © Christophe Ginisty 2014!
The world never sleeps
PR has become a 24/7 activity:
set alerts and create the
conditions of a maximum
reactivity

28. © Christophe Ginisty 2014!
Crisis situations will happen
Conversations will expose
organizations like never
before: be prepared and be
ready to react fast

29. © Christophe Ginisty 2014!

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WHAT are the pilars of all that?

31. © Christophe Ginisty 2014!
listening
monitoring&!

32. © Christophe Ginisty 2014!
The art of modern public relations
is to become a
“community driven organization”

33. © Christophe Ginisty 2014!
Open
COMMUNITY DRIVEN ORGANIZATION
INSPiRATIONAL
empathiccaring
More
transparent
engaging accountableEthical
listening
reactive ready

34. © Christophe Ginisty 2014!
COMMUNITY DRIVEN ORGANIZATION
Trusted!

35. © Christophe Ginisty 2014!
Merci ;-)