pierre emmanuel mahias
TRANSCRIPT
PR – STORYTELLING
The power of of building true compelling stories in a low trust world.
IDEASDRIVE BUSINESS
BUT IT IS TRUST THAT KEEPS IT ALIVE
Trust = (C+R+I)S
- 50% - 45%
- 35%- 20%
automotive cosmetics food housecleaning
Loss of revenues in Russia estimated in Euro for 2009 (source The Independent May 2009)
DOWNGRADINGPURCHASE DELAYING
SHOP SKIPPING
AND EVERY CRISIS IS FIRST A PR PROBLEM
BECAUSE PR IS ABOUT GIVING PEOPLE’S TRUST TO IDEAS
SO WHAT MAKES A PR IDEA SOMETIMES SO SUCCESSFUL?
1 – A STORY
PEOPLEBUY INTO STORIES NOT
FACTS
AND IDEASARE WORTHLESS WITHOUT
A PLACE TO LIVE
STORIESMAKE EASIER TO UNDERSTAND
THE WORLD
STORIESARE THE ONLY WAY TO SPREAD
ON IDEAS
2 – A STORY
STORIESARE OWNED BY ALL OF US
T-MOBILEDEMONSTRATE THAT THINGS ARE BETTER WHEN WE ARE ALL TOGETHER
BURGER KINGDEPRIVATION TESTWHOOPER FREAK
MICROSOFTTHE MEMORIAL OF THE FUTURE WARHALO 3
CHARITYBRING THE ANNOYING REALITYINTO THE SHOW
3 – A STORY
STORIESPERSONAL AND RELEVANT
TAKING ADVANTAGEOF THE BUTTERFLY EFFECT
NIKEMAKE EVERYONE TAKE ONE’S PART IN THE STORYHUMAN RACE
NIKEMAKE THE CONCEPT EVOLVED FROM MARATHON TO COMPETITIONMEN VS. WOMEN MARATHON
1 – A STORY2 – A STORY3 – A STORY
GREAT STORIES MAKE PROMISE WE WANT TO BELIEVE IN
AND PR ARE THE TRUST ENGINEERS
OF THE MODERN WORLD
THANK YOU