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This is my speech to the meeting today of the International Association of Anti-Corruption Authorities in Hong Kong. The role of public relations in the public interest using social media as a way to build peer-to-peer relationships was the focus of my presentation.
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The power of social media in public education and engagementBob Pickard,Burson-Marsteller
8 December 2011
Changing media consumption…
…in Hong Kong
…but companies have been slow to engage
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
Different patterns of engagement…
Source: Burson-Marsteller Asia-Pacific Social Media Study 2011
Percentage of companies with a branded presence on each social media channel
7
Social marketing
Wear seatbelts!
8
Social marketing
Do not smoke!
The death of deference
PR Professionalism of NGO’s
Online network, offline protest…
… in Hong Kong
Forcing change…
Where are the opportunities?
Fueling mainstream
Storytelling through infographics
80 major global ‘threats’ identified
•old systems and institutions simply cannot cope with new complexity and speed
• these challenges require the engagement of an entire society of stakeholders
•the role of public relations is therefore key
Governments cannot do it alone
Klaus Schwab, World Public Relations Forum 2010
Collaborate with stakeholders for success today and sustainability tomorrow demands:
•Governments need to engage corporations, NGOs and ordinary citizens in their work
•Corporations must show ‘micro-level’ accountability to all stakeholders
•“Public relations in the public interest” – relationship brokerage to help bring about economic recovery, political freedom, technological advancement and social justice
The modern Relationship Imperative
Source: Dan Tisch, Global Alliance for PR and Communications Management
“…the past is over and it is the future that beckons to us now.”
Jawaharlal Nehru
