global new trends in public relations
DESCRIPTION
Presentation given by Christophe Ginisty on March 12th, 2013 at the opening session of "PR 2.5+ Roundtable 2013: Benchmark Global Best Practices of New Media PR Stratagems and Crisis Management" in Shanghai, ChinaTRANSCRIPT
Christophe Ginisty President of the Interna3onal Public Rela3ons Associa3on
@cginisty
Global new trends in PR
The web has evolved from informa3on to transac3ons to social interac3ons, transforming passive users into ac3ve par3cipants (when not ac3vists).
Social media explosion creates a permanent and some3mes extravagant exposure that raises the level of vulnerability for every
organiza3on/personality.
Conversa3ons are everywhere and
always on
The level of trust dictates the online
ac3vism
Stakeholders are reques3ng more ethical behaviors
Gamifica3on: figh3ng against a well established brand can be seen as a game by Internet users
The PR playground has become much more complex and demanding in every part of the world
Conversa3ons are everywhere and
always on
The level of trust dictates the online
ac3vism
Stakeholders are reques3ng more ethical behaviors
Gamifica3on: figh3ng against a well established brand can be seen as a game by Internet users
The PR playground has become much more complex and demanding in every part of the world
Most countries are either in the neutral or in the distrusters side
Trust into the different types of media
Leaders and spokespeople are not the most trusted sources
Businesses are not mee3ng people’s expecta3ons
Distrust is s3ll significant while people’s aRen3on and expecta3ons are increasing.
We all are followed…
>56% of US TwiRer Users are following more than 6 brands on a regular basis (source: TwiRer)
Internet users will praise and…punish
Source: GoodPurpose survey 2012 conducted by StrategyOne on behalf of Edelman. 8,000 customers accross 16 countries – aged 18+
The web will become an gigan3c playground: The Gartner Group has projected 50% of corporate innova3on will be
"gamified" by 2015. DeloiRe had already called gamifica3on one of the Top 10 Technology Trends for 2012.
What PR pros have to deal with…
« Always on » conversa3ons followed by a massive audience worldwide
Decline of the trust in the ins3tu3ons and in the
tradi3onal spokespeople
The raise of expecta3ons for ethical behaviors and the
ability to publicly appreciate
The « gamifica3on » phenomenon is a massive trend for Internet users
Poten3al crisis situa3ons
Be ready to react fast: get today the tools that may help you tomorrow
Restore trust by ethical behaviors
by being as transparent as
possible
The global trend: we all need to work on 4 axis
Monitor, listen and analyse the
conversa3ons on a real 3me basis
Engage into the conversa3ons
to maintain a high level of confidence
Merci beaucoup.