the new public relations challenges
DESCRIPTION
Keynote given by Christophe Ginisty, President of IPRA, on Thursday, May 16th 2013 in Doha during the 3rd Regional Conference organized by the Gulf Chapter of the International Public Relations Association.TRANSCRIPT
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President 2013 Interna0onal Public Rela0ons Associa0on
[email protected] @cginisty
Christophe Ginisty THE NEW PR CHALLENGES
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First, let’s define what we call Public Rela0ons…
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“Public rela0ons is a strategic communica0on process that builds mutually beneficial rela0onships between
organiza0ons and their publics.”
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Social media explosion creates a permanent and some0mes extravagant exposure that raises the level of vulnerability for every
organiza0on/personality.
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Posted on Youtube on Dec 19th, 2011 More than 3.5 million views on Dec 20th, 2011
FedEx VP of US opera0ons publicly apologizes on Dec 21st
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Let’s have a look at what is changing
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Conversa0ons are everywhere and
always on
The level of trust dictates the online
ac0vism
Stakeholders are reques0ng more ethical behaviors
Gamifica0on: figh0ng 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
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Conversa0ons are everywhere and
always on
The level of trust dictates the online
ac0vism
Stakeholders are reques0ng more ethical behaviors
Gamifica0on: figh0ng 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
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People do not trust much their ins0tu0ons…
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Most countries are either in the neutral or in the distrusters side
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But informed people trust more than the other ones
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Trust into the different types of media
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Leaders and spokespeople are not the most trusted sources
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What is important for people ? (and how they value companies’ performance)
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CSR playground: Businesses are not mee0ng people’s expecta0ons
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People’s aden0on and expecta0ons are increasing.
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We all are followed…
>56% of US Twider Users are following more than 6 brands on a regular basis (source: Twider)
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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+
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Gamifica0on: The web will become an gigan0c playground: The Gartner Group has projected 50% of corporate
innova0on will be "gamified" by 2015. Deloide had already called gamifica0on one of the Top 10 Technology Trends.
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What are the characteris0cs of the new ecosystem?
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What PR pros have to deal with…
« Always on » conversa0ons followed by a massive audience worldwide
Decline of the trust in the ins0tu0ons and in the
tradi0onal spokespeople
The raise of expecta0ons for ethical behaviors and the
ability to publicly appreciate
The « gamifica0on » phenomenon is a massive trend for Internet users
Need for even more professional PR prac00oners
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Organiza0ons will face more crisis situa0ons than ever. But…
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As the Chinese represent it, never forget that every crisis is made of danger and opportunity
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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
PR people need to work on 4 axis to prevent crisis
Monitor, listen and analyse the
conversa0ons on a real 0me basis
Engage into the conversa0ons
to maintain a high level of confidence
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Merci beaucoup.
جزيال شكرا