prsi int pr conf 2011 day 1 pr is no longer just about media relations by robert pickard
TRANSCRIPT
Public relations on the fast trackManaging corporate reputation
through strategic stakeholder relationships
By: Bob Pickard
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
Sweet Smell of Success (1957)
A publicist pitching a journalist
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
Sigmund Freud had an American nephew
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
Bernayshas been called the ‘Father of Modern PR’
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
Public relations has ‘scientific’ roots
Bernays defined a PR professional as a “practicing social scientist” whose “competence is like that of the industrial engineer, the management engineer, or the investment counselor in their respective fields.”
He said that to assist clients, public relations counselors use and apply their understanding of behavioral sciences such as anthropology, history, social psychology, and sociology.
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
Analogue public relations
• Based on relationships with face-to-face key
• There was attention span & focused thinking
• Analogue methods• Primitive technology• Deliberate and slow• Text was King• Ample time for stories• We measured media
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
Digital public relations
• PR becoming more a science• E-relationships • Digital methods • No attention span; distraction
is a constant• People continuously online• Technology massively
propagates pictures, videos and ephemera
• „Content‟ is King• Scant time for stories• We measure impact
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What are we looking at?
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
What are we thinking about?
PR is all in the mind…
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
Tapping into the unconscious mind
unconscious
decisionsthoughts, feelings, and desires drive purchasing
The Brand in the Story
Product placement is intrusive– breaks the narrative flow
The Brand as the Story
Product placement is unobtrusive –incorporated into the narrative flow
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
…so that those people will do and think
what we want them to
do or think
thestory is the most important things
a company needs to tell its target audiences…
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
The rise of Asia in the world of PR?
The Digital Opportunity for Asia
1960s1990s
2000s
The rise of Japan
The rise of China
The rise of Korea
2010s The rise of Indonesia
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
The world’s largest economies(t
rilli
on
cu
rren
t U
SD)
Source: Citibank Global Economic Review February 21 2011
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
Composition of world nominal GDP
26%
8%
25%
6%
6%
29%
16%
8%
13%
7%
11%
45%
10%
8%
8%
6%
19%
49%
North America
Latin America
Western Europe
Eastern Europe
ME / Africa
Asia Pacific
201020302050
Source: Citibank Global Economic Review February 21 2011
36%
37%
39%
42%
47%
52%
53%
55%
83%
Chemical
Materials
Constuction
Banking
Consumer Durables
Transportation
Capital Goods
Technology Equipment
Trading
34% of the world’s top 2000 companies are headquartered in Asia
Source: Forbes Global 2000 list
Social media is endemic in Asia…
…but companies have been slow to engage
40%
80%
Asia
Global
Source: Global data from Burson-Marsteller Global Fortune 100 Social Media Checkup 2010Asia data from Burson-Marsteller Asia-Pacific Social Media Study 2010
Percentage of companies with at least one branded social media channel
Not any more
Source: Global data from Burson-Marsteller Global Fortune 100 Social Media Checkup 2011Asia data from Burson-Marsteller Asia-Pacific Social Media Study 2011
Percentage of companies with at least one branded social media channel
80%
84%
40%
81%
Asia
Global
2010 2011
Multiple streams
3%8%
24%
60%
5%
31%
17% 19% 19%14%
Three channels Two channels One channel None All channels
2010 2011
Number of company social media channels used solely or in part for corporate communications & marketing purposes
Source: Burson-Marsteller Asia-Pacific Social Media Study 2011
Multiple platforms
18%20%
12%
8%
28%30%
9%12%
Microblogs Social Networks
Corporate Blogs
Video
2010 2011
Percentage of companies with an active branded presence on each social media channel
Source: Burson-Marsteller Asia-Pacific Social Media Study 2011
Different patterns of engagement…
70%
20%
30%
50%
80%
90%
70%
50%
70%
60%
80%
90%
90%
40%
30%
40%
100%
70%
40%
40%
70%
70%
90%
50%
10%
10%
20%
90%
20%
20%
10%
50%
70%
30%
50%
40%
80%
60%
70%
30%
40%
30%
30%
50%
Thailand
Taiwan
Singapore
Philippines
Malaysia
South Korea
Japan
Indonesia
India
Hong Kong
China
Australia
Microblogs
Social Networks
Corporate Blogs
Video sharing
Source: Burson-Marsteller Asia-Pacific Social Media Study 2011
Percentage of companies with a branded presence on each social media channel
…traditional areas of focus
33%
23%
10%
20%
8%
6%
Media & Influencer Relations
Corporate Social Responsibility
Leadership Communications
Thought Leadership
Crisis/Issue Management
Recruitment Marketing
Percentage of corporate marketing or communications posts to company social media channels across Asia-Pacific
Source: Burson-Marsteller Asia-Pacific Social Media Study 2011
In it for the long run?
38%
47% 46%
23%
62%
53% 54%
77%
Micro-blogs Social Networks
Corporate Blogs
Video Sharing
Active Inactive
Active defined as at least one post during the period July 01-15 2011
Source: Burson-Marsteller Asia-Pacific Social Media Study 2011
To integrate, or…
50%
20%
20%
30%
60%
70%
40%
20%
50%
20%
20%
50%
0%
20%
20%
20%
40%
0%
40%
20%
20%
30%
10%
50%
Thailand
Taiwan
Singapore
Philippines
Malaysia
South Korea
Japan
Indonesia
India
Hong Kong
China
Australia
Home Page Integration Social Sharing Tools
Average of 121,257 ‘Likes’ per page – Up 406% yoyGlobal average of ‘Likes’ per page – Up 115% yoy
Average of 7,574 ‘Followers’ – Up 328% yoyGlobal average of 5,076 ‘Followers’ – Up 241% yoy
Average of 1,856,365 ‘Views’Global average of 680,747 ‘Views’
Source: Burson-Marsteller Global Fortune 100 Social Media Checkup 2011
Increasing online interest in Asian MNC content…
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
Persuasion 1.0
“Make the other person feel important and do it sincerely.”
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
Persuasion 2.0
When people committhemselves in public to something, they have created a
new ‘image template’ of themselves
People will do and say whatever
is necessary to conform with
their new public image
The death of deference
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
ZZZ…
1%
3%
93%
3%
Online Sentiment Around Asian Corporate Brands
Mixed
Positive
Neutral
Negative
Source: Burson-Marsteller Asia-PacificBased on a review of 492,838 mentions of prominent Asian brands in online forums
Where are the opportunities?
The rise of digital storytelling
Global content foundries
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Everything that famously goes wrong is now called a ‘PR disaster’
http://www.slideshare.net/bmasia/bursonmarsteller-digital-crisis-communications-study
12 months away from a digital crisis?
Companies unsure how to proceed…
http://www.slideshare.net/bmasia/bursonmarsteller-digital-crisis-communications-study
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Be prepared to apologize
The New Challenge for Communicators
“…the past is over and it is the future that beckons to us now.”
Jawaharlal Nehru
http://www.slideshare.net/bmasia
Photo Credits
Slide 4/5 http://www.flickr.com/photos/pedromourapinheiro/5075612989Slide 6 http://www.flickr.com/photos/41864721@N00/3055718118Slide 7 http://www.flickr.com/photos/69805768@N00/3292899689Slide 8 http://www.flickr.com/photos/xiaming/1369788004Slide 9 http://www.flickr.com/photos/51822611@N06/5229455183Slide 10 http://www.flickr.com/photos/85494010@N00/84202849
All other images from Microsoft or Wikimedia CommonsFlickr images sourced through http://compfight.com/
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