the importance of crowd phenomenon
DESCRIPTION
Presentation given by Christophe Ginisty (2013 IPRA President) in Belgrade, Serbia, for the Telekom Serbia PRilika 2013TRANSCRIPT
President 2013 Interna0onal Public Rela0ons Associa0on
Christophe Ginisty
THE IMPORTANCE OF CROWD PHENOMENON IN REPUTATION MANAGEMENT
@cginisty
First, let’s define what we call Public Rela0ons…
1984 “Public rela0ons is the prac0ce of managing
the spread of informa0on between an individual or an organiza0on and the public”
2012 “Public rela0ons is a strategic communica0on process that builds mutually beneficial rela0onships between
organiza0ons and their publics.”
“Public rela0ons is the
prac0ce of managing the
spread of informa0on between an
individual or an organiza0on
and the public”
“Public rela0ons is a strategic communica0on process that builds mutually beneficial rela0onships between organiza0ons and their publics.”
2012 1984
“Public rela0ons is a strategic communica0on process that builds mutually beneficial rela0onships between
organiza0ons and their publics.”
The key factor today relies today on the ability (or the art) to create these mutually beneficial rela0onships! This is a consequence of the social
media development
« You can’t build a reputa2on based on what you are going to to do! » Henry Ford
Conversa0ons are everywhere and
always on
The level of trust is declining and provokes reac0ons from the
audience Stakeholders are reques0ng more
ethical behaviors and more transparency
Influence starts at the crowd level: social
interac0ons online set the game
The PR playground has become much more
complex and demanding: Reputa0on is an self
mo0vated and an on-‐going construc0on by the
stakeholders
— My point of view — Public Rela0ons has not become “digital”
Public Rela0ons has become social!
So what? How to leverage the strategy since Public
Rela0ons has become social?
In a social world, people interac0ons are the media. So we need to listen and be inspired by 3 key elements…
“Sen0mental crowds”
The sen0mental crowds create the fer0le ground on which your influence will grow (or not)
Belief: “It is unsafe to travel to Egypt due to the poli2cal situa2on”
Belief: “McDonald’s famous burger would only contain 25% beef”
Emo0on: “I admired Steve Jobs so much that I had bought Apple products”
Ac0vism: “I am ready to call for boycoe a company that does not pay taxes”
Will you have 0me to visit the country? Will we have a chance to create a beeer rela0onship with
you based on a more educated knowledge?
All we have to do is to transform the organiza0on into a social body:
strategy must be inspired by a social transforma0on
“In the long history of humankind those who learned to collaborate and improvise most effec2vely have prevailed.” Charles Darwin
Learn to collaborate
Improvise more effec0vely
Listen Iden0fy Invite Open Engage Implement Measure
Listen Select Care
Organize React
Inspire trust Measure
Learn to collaborate
Improvise more effec0vely
Listen Iden0fy Invite Open Engage Implement Measure
Listen Select Care
Organize React
Inspire trust Measure
A strategy is a decision
Implementa0on is a dialog (and some0mes an ongoing negocia0on)
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
4 pillars of “Social” Public Rela0ons
Monitor, listen and analyse the
conversa0ons on a real 0me basis
Engage into the conversa0ons
to maintain a high level of confidence
Thank you very much! (and pray for our football team)