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From Public Relations to
Public Engagement
2010 2011 2009 2012
change will never be this slow again
MEDIA:
INDIVIDUALS:
BRANDS:
ORGANISATIONS:
MARKETS:
LEADERSHIP:
from AUDIENCE to COMMUNITY
from CONSUMER to CO-CREATOR from PUSH to PULL
from HEIRARCHIES to NETWORKS
from PRODUCTS to PLATFORMS
from CONTROL to EMPOWER
bonchek’s six shifts
social digital
communications and the evolution of influence
Social Advocists
Employees
Citizen Consumers
authority humanity
analogue
Elite
Mass
yesterday today
my clover
my influence network
Elites
Mass
PLATFO
RM
S / A
GG
RE
GATIO
N S
ITES
CO
MM
UN
ITIE
S
public engagement: the evolution of public relations WHY PE?
PE is how Edelman sees the world of communications. It’s the operating framework within which we work. It provides strategic guidance and defines measurable outcomes. It is our belief that communications now has to expand to fit the mantra of Public Engagement – we have to be able to understand and advise on business strategy as well as business communications.
WHY NOW? The world is increasingly complex. Authority and consumer power continue to disperse. Business needs to behave and communicate differently. And change will never be this slow again. PE helps Edelman play in an evolving and competitive landscape of digital networks, media agencies, ad agencies, CRM, research firms and management consultancies.
HOW DO WE TALK ABOUT PE? Communications today is as much about what we do as what we say. It advances the shared interests of business and society in a finite, fast-fail world. It needs to be open, honest and frequent.
at heart, PE is: bottom-up; social; transparent; values-led; rooted in action
PE ultimately gives businesses the License to Lead
to regular people
in the always-on conversation
and co-create shareable content
narratives to navigate the media clover
genuine transparency
that good business needs profit + purpose + engagement
that everyone can be an activist now
seven behaviors UNDERSTAND
LISTEN
PARTICIPATE
CREATE
BUILD
PRACTICE
RECOGNIZE
The dispersion of authority away from traditional power structures will only increase in speed - and a new era of accountability to regular people is the inevitable result
citizens rising
seven trends
Mathematics (and the algorithms that drive search and social) are shaping the networked world in which we live - but it is real people who provide the content and shape the stories. Empathy and humanity are key
human connectivity
Smart companies and brands of the future recognise that pushing out messages will get them nowhere; creating ‘gravitational orbits’ that allow clusters of shared interests to form and ‘pull’ audiences represents the engagement of the future
brand orbits & the death of push
We still have no idea what technological possibilities lie ahead and change is never going to be this slow again
unseen possibilities
The future is mobile and the next generation will be empowered like never before
the mobile tipping point
Demography not democracy may now be society’s greatest challenge – and while human resources are infinite, planetary (and financial) resources are not. Shared interest models will help business play a leading role in developing solutions
shared interests; finite capital
Businesses will move from compliance culture to leadership based on values. A new social contract emerges that recalibrates the relationship between government, business and civic society
from license to operate to the licence to lead