@cginisty

From information to emotions

Christophe Ginisty

Creator of the ReputationWar cycle of conferences

Senior Director & Head of Digital FTI consulting

@cginisty

@cginisty

@cginisty

@cginisty

@cginisty

Information

Emotion

Illustration Appropriation

Sharing

Message life cycle

@cginisty

What is our objective?

@cginisty

Through the years

1984

“Public Relations is the practice

of managing the spread of

information between an

organization and the public”

(in Dr James Grünig’s academic

bible on Public Relations)

2010

“PR is a strategic communication

process that builds mutually

beneficial relationships between an

organization and their publics”

(Professionals and voters on

the PRSA website in 2012)

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Information

Emotion

Illustration Appropriation

Sharing

Message life cycle

Here is the

turning point

Here is the

objective

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How do we get there?

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MONITOR (Get inspired)

SPEAK (Capture and Inspire)

RESPOND (Interact and

be social)

DIVERSIFY CONTENT

The smart PR matrix

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It’s all about reputation management

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Communications

Behaviors

Competition

Trends

Beliefs

Legacy

Expectations

Personal experience

Media coverage

RATIONAL EMOTIONAL

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You work on your image

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You earn your reputation

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Reputation tells the future

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Thank you. (and let’s meet again in Paris on Jan 15th 2016)