PRESENTATION for KEIZAI KOHO CENTER

+

by BEN BOYD Global Chair, Corporate Practice

We are living through profound transformation in the public relations landscape today

governmental technological

FINANCIAL

societal

Old models no longer work in isolation

GENERAL POPULATION

CEO

BOARD OF

DIRECTORS

ACADEMICS

TECHNICAL EXPERTS

ELITE MEDIA

Vertical Flow & Controlled Information

PYRAMID of INFLUENCE

GENERAL POPULATION

EMPLOYEES

ACTION CONSUMERS

SOCIAL ACTIVISTS

Power of Peer-to-Peer & Horizontal Communications

PYRAMID of COMMUNITY

New models are firmly established

PYRAMID of COMMUNITY

PYRAMID of AUTHORITY

The new dynamic

DIAMOND of INFLUENCE

BOARD OF

DIRECTORS

ACADEMICS

TECHNICAL EXPERTS

ELITE MEDIA

CEO

ACTION

CONSUMERS

SOCIAL

ACTIVISTS

EMPLOYEES

GENERAL POPULATION

3

Moving forward, as communicators

we must consider

DIAMOND of INFLUENCE

FUNDAMENTAL SHIFTS in COMMUNICATIONS PARADIGM

control

community

content

control

31%

40%

50%

38% 43%

51% 53%

67%

24% 22%

10%

20%

30%

40%

50%

60%

70%

80%

2009 2010 2011 2012 2013

CEO (Global)

CEO (Japan)

Leaders are less trusted today

traditional hierarchies HAVE BEEN challenged

fixed to

variable…

from…

community

Each audience is

DIFFERENT…

know the community

40%

29%

39%

22%

31%

47%

44% 43%

65%

61%

10%

20%

30%

40%

50%

60%

70%

80%

2009 2010 2011 2012 2013

A person like me (Japan)

A person like me (Global)

Rise of “a person like me”

POWER of peer-to-peer

Today, 7 years after Twitter’s inception…

there are 200 million active users creating over

400 million Tweets each day.

By comparison, it took 3 years, 2 months,

and 1 day to reach the first billion Tweets

content

STORYTELLING

imperative

Every company is a “ media

company ” - RICHARD EDELMAN

CLOVERLEAF of

media Traditional Hybrid

Social Owned

channels

Change will never

be this “ slow again ”

DIAMOND of INFLUENCE

CEO

BOARD OF

DIRECTORS

ACADEMICS

TECHNICAL EXPERTS

ELITE MEDIA

GENERAL POPULATION

EMPLOYEES

SOCIAL

ACTIVISTS

ACTION CONSUMERS

community

control

content content

Thank you.

Copyright ©2013 Daniel J. Edelman, Inc. All rights reserved.

All information contained herein is confidential and proprietary to Daniel J. Edelman, Inc. (“Edelman”).