Cluetrain and beyond for corporate communications and public relations

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More than 10 years on what are the current implications of The Cluetrain Manifesto for corporate communications and public relations? Created for a lecture to post-graduate MA communications, public relations, marketing and business students at Leeds Metropolitan University.

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Cluetrain and beyond for corporate communications and public relations

  1. 1. CLUETRAIN AND BEYONDPublic Relations and New MediaPost-graduate MA | business | public relations | marketing | communicationsSTUART BRUCE@stuartbruce
  2. 2. @stuartbruce stuartbruce.biz
  3. 3. Stuart Bruce@stuartbruce stuartbruce.biz
  4. 4. PUBLIC RELATIONSthe future in 2013 and beyond…
  5. 5. @stuartbruce stuartbruce.biz Picture source: Wikipedia
  6. 6. “It is difficult, indeeddangerous, to underestimate the huge changes this revolution will bring or the power of developing technologies to build and destroy not just companies, but whole countries.”@stuartbruce stuartbruce.biz
  7. 7. He wasn’t wrongRupert Murdoch @stuartbruce stuartbruce.biz Arab Spring
  8. 8. @stuartbruce stuartbruce.biz
  9. 9. THE CLUETRAINMANIFESTOThe End of Business As UsualRick Levine, Christopher Locke, Doc Searls and DavidWeinberger
  10. 10. Published 1999 (in print 2000) “a set of 95 theses organized and put forward as a manifesto, or call to action, for all businesses operating within what is suggested to be a newly-connected marketplace. The ideas put forward within the manifesto aim to examine the impact of the Internet on both markets (consumers) and organizations. In addition, as both consumers and organizations are able to utilize theInternet and Intranets to establish a previously unavailablelevel of communication both within and between these two groups, the manifesto suggests that changes will be required from organizations as they respond to the new marketplace environment.” Wikipedia (February, 2013)@stuartbruce stuartbruce.biz
  11. 11. 95 theses1–6: Markets are Conversations7: Hyperlinks Subvert Hierarchy8–13: Connection between the new markets andcompanies14 – 25: Organizations entering the marketplace26–40: Marketing and Organizational Response41–52: Intranets and the impact to organization controland structure53–71: Connecting the Internet marketplace withcorporate Intranets72–95: New Market Expectations@stuartbruce stuartbruce.biz
  12. 12. Summarised by the authors “A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies.”@stuartbruce stuartbruce.biz
  13. 13. Stuart’s summary “How the internet actually is – People talking to each other, rather than what business thinks it is – people buying”@stuartbruce stuartbruce.biz
  14. 14. Theses No 26 (out of 95) “Public Relations does not relate to the public.Companies are deeply afraid of their markets”@stuartbruce stuartbruce.biz
  15. 15. Definitions of public relations “Public relations is about reputation - the result of what you do, what you say and what others say about you. Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.” Chartered Institute of Public Relations (CIPR) "Public relations is a management function whichtabulates public attitudes, defines the policies, procedures and interest of an organization followed by executing a program of action to earn public understanding and acceptance.” Edward Bernays@stuartbruce stuartbruce.biz
  16. 16. Definitions of public relations “Public relations is about reputation - the result of what you do, what you say and what others say about you. Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.” Chartered Institute of Public Relations (CIPR) "Public relations is a management function whichtabulates public attitudes, defines the policies, procedures and interest of an organization followed by executing a program of action to earn public understanding and acceptance.” Edward Bernays@stuartbruce stuartbruce.biz
  17. 17. Definitions of public relations “Public relations is about reputation - the result of what you do, what you say and what others say about you. Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.” Chartered Institute of Public Relations (CIPR) "Public relations is a management function whichtabulates public attitudes, defines the policies, procedures and interest of an organization followed by executing a program of action to earn public understanding and acceptance.” Edward Bernays@stuartbruce stuartbruce.biz
  18. 18. “Learning to speak like a human isn’t a parlour trick.” Cluetrain Manifesto, 20th Century@stuartbruce stuartbruce.biz
  19. 19. @stuartbruce stuartbruce.biz
  20. 20. The Cluetrain Manifesto asks the right questions, but does it provide the right answers?@stuartbruce stuartbruce.biz
  21. 21. Is there a better way?• Classic Cluetrain: Allow every employee to blog or use social media• Cluetrain reality: Many employees are using social media personally, some of them need to do it officially@stuartbruce stuartbruce.biz
  22. 22. IS THERE A FUTURE FORPR?
  23. 23. Alistair CampbellSpeed Communications launch of Brand Anarchy by Stephen Waddington and Steve Earl@stuartbruce stuartbruce.biz
  24. 24. Hugh MacLeod@stuartbruce stuartbruce.biz
  25. 25. Holmes Report: Global PR Summit 2012A recent Forrester Research, presented at the Global PRSummit in Miami in October 2012 says the PR agency ofthe future will:• Think less about channels• Develop a holistic approach• Integrate channels and services• Help drive both brands and corporate reputation@stuartbruce stuartbruce.biz
  26. 26. Holmes Report: Global PR Summit 2012During the Holmes Global PR Summit Marc Pritchard,Global Marketing and Brand Building Officer for Proctorand Gamble (P&G) invited PR companies to: “take the leadership role the discipline deserves in the Conversation Age”@stuartbruce stuartbruce.biz
  27. 27. Is the public relations profession ready?The Forrester Research shows that clients give low marksto PR firms, when it comes to delivering big, strategicideas, solidly grounded in insights and foresights. “Whether on the consumer PR side, or on the corporate one, it’s first of all about understanding what’s in people’s mind, where the society goes”@stuartbruce stuartbruce.biz
  28. 28. Big trends for public relations in 2013… Search Mobile Video Influence Data Content@stuartbruce stuartbruce.biz
  29. 29. Pedagogy: learning by doing@stuartbruce stuartbruce.biz
  30. 30. DAVOS 2013World Communication Forum
  31. 31. World Communication Forum, Davos• Old PR v New PR• Global v. local• Search• Content• Viral change• Advocacy@stuartbruce stuartbruce.biz
  32. 32. Dr Leandro Herrero, Viral Change@stuartbruce stuartbruce.biz
  33. 33. Dr Leandro Herrero, Viral Change• Ambassadors are too passive, you want activists@stuartbruce stuartbruce.biz

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