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Presentation given during the Opening ceremony of the CIPRA (Chinese International Public Relations Association) summit in Beijing, July 26th, 2012
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International Public Relations Association
Public Relations in transition An historical metamorphosis
Christophe Ginisty
IPRA President elect 2013
European Technology / Digital evangelist @Edelman EMEA
Twitter:@cginisty
International Public Relations Association
“Public relations is a strategic communication process that builds
mutually beneficial relationships between organizations and their publics.”
International Public Relations Association
How can you build mutually beneficial relationships between organizations and
their publics in a connected world? And what is changing now?
International Public Relations Association
THE BIG BANG
International Public Relations Association
2011 Informed Public
2012 Informed Public
29%
22%
8%
13%
32%
26%
14% 16%
10% + 18% +
75% + 23% +
TRUST IN INFORMATION SOURCES
ONLINE MULTIPLE SOURCES
TRADITIONAL SOCIAL MEDIA CORPORATE
International Public Relations Association
The web has evolved from information to transactions to social interactions, transforming passive users into participants :
people are now expecting to have an impact and being considered individually.
International Public Relations Association
changes
Corporations Education
Media Governments
International Public Relations Association
Corporations
Top down communications are not effective
Conversations are « always on »
Vulnerabilities are increasing
The need for purpose has never been that high
Ethical behaviors are a must
Internal coms are an integral part of PR
Crisis situations will be increase tremendously
International Public Relations Association
29%
38%
46%
50%
50%
65%
66%
68%
Government official or regulator
CEO
Financial or industry analyst
NGO representative
Regular employee
A person like yourself
Technical expert in the company
Academic or expert
34%
43%
43%
47%
50%
53%
64%
70%
Regular employee
Government official or regulator
A person like yourself
NGO representative
CEO
Financial or industry analyst
Technical expert in the company
Academic or expert
2012 2011
CEO
+ 22
+ 16
CEO
International Public Relations Association
International Public Relations Association
Consumers will praise… and punish
International Public Relations Association
Media
TRADITIONAL HYBRID
SOCIAL OWNED
SEARCH
Niche publications sites and professional blogs
Owned media: Websites, portals, Corporate blogs, Apps & mobile
Global & local Social networks,
Message boards, forums, Blogosphere
Traditional media: Mainstream outlets,
TVs and Radios, Trades
International Public Relations Association
50%
TRUST IN MEDIA
2011 Informed Public
2012 Informed Public
Trust Trust Steady Trust
N/A N/A
Media only institution to see trust increase
49% 50%
27%
22%
45%
32%
45%
59%
37% 37%
46%
80%
67%
38% 37%
45%
53%
86%
69%
53%
60%
72% 73%
48%
52%
70%
45%
37%
57%
43%
54%
65%
42%
38%
46%
79%
65%
35% 33%
41%
48%
80%
61%
45%
49%
61% 61%
36%
65%
47%
International Public Relations Association
Governments
Radical transparency becomes the citizens’ standard need
International Public Relations Association
14%
16%
18%
18%
16%
19%
16%
17%
41%
52%
54%
56%
65%
65%
66%
67%
PARTNERS WITH BUSINESS NGOS, AND THIRD PARTIES TOADDRESS SOCIETAL ISSUES
CREATES INNOVATIVE PROGRAMS THAT POSITIVELY IMPACTLOCAL COMMUNITIES
PROVIDES NATIONAL TRAINING PROGRAMS TO CREATEEMPLOYMENT OPPORTUNITIES
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT
COMMUNICATES FREQUENTLY AND HONESTLY
EFFECTIVELY MANAGES THE FINANCIAL AFFAIRS OF THECOUNTRY
HAS TRANSPARENT AND OPEN PRACTICES
LISTENS TO CITIZENS' NEEDS AND FEEDBACK
Government Importance
Government Performance
-50
-50
-46
-49
-38
-36
-36
-27
Government not meeting public’s expectations
International Public Relations Association
Education
PR pros
Editors
Community managers
PR pros
Human science
spécialists
CRM experts
International Public Relations Association
“The biggest challenge to PR professionals is to deal now with people that did not
know before when they were only dealing with influencers or journalists”
International Public Relations Association
Thank you very much.