Richard Edelman's presentation from the fourth annual New Media Academic Summit held at NYU on June 23rd and 24th, 2010. Presentation by Richard Edelman

1. THE THIRD WAY: PUBLIC ENGAGEMENT Richard Edelman New Media Academic Summit June 23, 2010

2. Don’t panic. This is not a party broadcast. I Thesis II Landscape III Third Way – Public Engagement

3. PHASE ONE PAID MEDIA Advertising MASS AUDIENCE

4. PHASE TWO EARNED MEDIA Public Relations “Messaging” BROADCAST

5. RELATIONSHIPS PHASE THREE OWNED & SOCIAL MEDIA Direct Channels Viewed by >600,000 in first 24 hrs

6. STRATEGIC EQUIVALENCE “There is now strategic equivalence for the first time between paid, earned and owned media” Randall Rothenberg Interactive Advertising Bureau

7. NEW MANDATE FOR PR Beyond Communications to Strategy & Policy Rise of CCO Performance & Purpose Consumer Justification Corporate + Brand Green is Green

8. OPERATING IN A WORLD WITHOUT TRUST Which stakeholder should be most important to a CEO’s business decisions? Source: 2010 Edelman Trust Barometer: When a CEO makes business decisions for his or her company, which stakeholder SHOULD BE most important to a CEO’s business decisions?

9. PR IS THE ORGANIZING FORCE Mainstream New Media Social Digital Properties Print/Broadcast/Radio Consumer Journalism Blogging Mobile Public Engagement Owned Consumer Generated Web New Influencers Mobile Employee Content Events

10. I Thesis II Landscape III Third Way– Public Engagement

11. MEDIA IS MASS & NICHE Players differ by country, but trend is consistent Pre-defined Long Tail/Niche Content Mass Appeal Pre-selected

12. MEDIA CONSUMPTION: PEOPLE NOW MULTI-TASKING People need info from multiple sources, voices and to hear it 3-5 times to believe it Minutes of media consumed by 8 –18 year-olds per day 700 458 379 Movies Print Video Games Computer Music TV 3-5 times: 60% 0 2009 1999 Source: Kaiser Family Foundation Source: 2010 Edelman Trust Barometer

13. MEDIA IS SOCIAL & PORTABLE People now have a portfolio of information sources 37% internet users contribute to news creation 51% social networking users get news from people they follow 61% Americans get their news online vs. 17% from newspapers 46% Americans get their news from 4-6 online media platforms daily 63% Increase in time spent on social networks in ’08, surpassing e-mail 33% of cell phone owners now access news via their phones. Source: PEW/Various

14. Social networking surpassed email by time spent. 65% 47M +20% 25M -12% 19M +35% 54M +100% 471M +9% 20M -7% 120M +14% 14M 0% 34M +1107% 74M -44% 15M -22% 47M +6% 52M SOCIAL MEDIA IS LOCAL 23% Follow Journalists on Social Networking Sites

15. MEDIA EVOLVES Niche Influencers Integrated consumer generated content New Advertising High-end mediawill be paid, not free

16. CONDÉ NAST MULTIMEDIA APPROACH Consumer Ownership Integrated Marketing Web Properties Magazines Exceptional Content Inception Events Mobile Consumer Journalism Blogging Digital Magazines Digital Video Content Amplification Time

17. I Thesis II Landscape III Third Way– Public Engagement

18. STRATEGIC PIVOT FOR PR Core Strategy & Creative Execution/Vendor Dialogue One-way Communications Inform the conversation with compelling content Pitching Discussion & Participation Earned Media

19. THE THIRD WAY The Evolution of PR Mainstream Media New Media Public Engagement Owned Media Social Media

20. Listen with new intelligence Participate in the conversation--real time/all the time Create and co-create content Socialize media relations Champion open advocacy Build active partnerships for common good Embrace and navigate the complexity TENETS OF PUBLIC ENGAGEMENT Advancing Shared Interests in a World of Inter-dependence Increased Trust Changed Behaviors Engaged Communities Commercial Success

21. NEW APPROACH TO MEDIA RELATIONS Popular Voice Requires Video Aggregating Content Immediacy

22. MULTI-FACETED MEDIA ENGAGEMENT Outreach to Influencers Media Partnerships Celebrity Involvement Public Involvement 36 MILLION CHILDREN ENROLLED THROUGH 60,000 SCHOOLS

23. SOCIAL MEDIA: GO WHERE PEOPLE ARE "We have the most powerful distribution mechanism that has been created in a generation“ -- Mark Zuckerberg, Facebook Digital Embassies + Consumer Generated Content (TWITTER PORGRAM) "Companies formerly known as advertisers now have to figure out how to create conversation on Facebook...that's how the flavor program developed by marketing firm Edelman Digital enabled Ben and Jerry's to increase its fans from 300,000 to 1 million in just six weeks.“ -- David Kirkpatrick, The Facebook Effect

24. DIRECT: EVERY COMPANY IS A MEDIA COMPANY Owned Channels Viewed by >300,000 people daily

25. Mainstream New Media Social Digital Properties Print/Broadcast/Radio Consumer Journalism Blogging Mobile Public Engagement Research Ideas Content Owned Consumer Generated Web New Influencers Mobile Employee Content Events NEW MANDATE REQUIRES NEW SKILLS

26. RESEARCH: ENGAGE AUDIENCES WHENEVER AND WHERE-EVER Identify Idea Starters Provide them with Relevant Content New Scientist Greenpeace International Scientific American Cambridge University Press

27. WHO IN TURN, ENGAGE AMPLIFIERS TO BUILD CONVERSATIONS Antalis EU Energy Star BP Breem BSI Group Cabinet Office Forest Stewardship Council Climate Care Dept For Culture Media And Sport Envisionw DFID Health Protection Agency DMA ESRC Ecotricity London Fashion Week Energy Star Forestry Commission DARDNI Business Link Freecycle European Comission Canon Future Forests Global Reporting Initiative Centre For Alternative Technology Global Action Plan Friends Of The Earth Good Energy Green Dot Compliance Greenpeace International Green Mark Howard Smith Paper Group ISO DEFRA Health And Safety Executive DOE NI Independent Horner Brothers Cambridge University Press Greenpeace British Print Carbon Trust BERR Environment Agency CBI DCFS JG Environmental Financial Times BTCV Ingenta Connect Guardian Dept of Communities BBC Envirowise IPCC CABE CABI BITC Department For Transport BSI Gloabl HM Treasury GPS Colour Graphics Envergy Saving Trust HP London Development Agency London Better Together Blackwell Publishing IEMA Beacon Press Healeys Print Group For The Future Computerweekly.com Geoff Neal Litho DBO Met Office OGC Waste Online The Countryside Agency OECD The Woodland Trust New Scientist Scottish Environment Protection Agency Trading Standards Central Waste Watch Recycle More Office Of Public Sector Information Loughborough University Telegraph Scientific American National Assembly For Wales NISP WWF NY Times WRI PEFC The Scottish Executive Netregs Printing Talk UK Government Sustainable Development Recycle Now Routledge The Times Recycling Appeal Ricoh UK The European Union Robert Horne University of Oxford Springerlink The Planning Inspectorate SD Comission Tesco WRAP NERC The Environment Trust The Fairtrade Foundation The United Nations The University Of Sheffield Treehugger People and Planet Unesco Panning Portal University College London Print Week University Of East Anglia The Ecologist University Of Sussex Sustrans Mayor Of London What PC Oxfam WHO World Land Trust Xerox Teachernet NAPM Pureprint Group Total Print Expo Transport For London The Carbonneutral Company Seacourt Printing and Environment Conversation

28. GALVANIZING IDEAS Stimulates Action Can evolve Crossesmultiplechannels Substanceand ‘legs’

29. CONTENT Compelling and Entertaining Easily Shared

30. DELIVER CONTENT ACROSS 4 SCREENS

31. PR PROFESSIONALS REQUIRE NEW SKILL SET Listen with intelligence Digital natives Create compelling and entertaining content Creative across multi-channels Strategic counselors Experts across both corporate and brand marketing

32. NOTE OF CAUTION Higher Standards Don’t pretend to be journalists

33. PR IS THE ORGANIZING PRINCIPLE OF STRATEGY & COMMUNICATIONS Two Dimensions Encompass a broader set of media options, from Mainstream to New to Social to Owned Engage stakeholders in long-term social relationships, as all communications become public