1. This is Our Moment
The Future of Public Relations
Peter Debreceny

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• “Maximizing Strategic Impact” Echo Research
• “The Authentic Enterprise”
The Arthur W. Page Society (2008)
• “The Dynamics of Public Trust in
Business” (2009)
• Industry/academic
conferences in US and
Europe
• The work of the Institute
for Public Relations

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There is great opportunity

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What is public relations?

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What is public relations?
• Originally the management of
relationships between an organization
and its publics, in order to achieve a
desired outcome for the organization
• PR has become a maligned term – but more
relevant than ever
• It’s about the business – so it has to be
strategic not tactical
• Reputation is the enabler of business
success

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Revolution!

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Tema
Cuerpo de texto

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International Multinational Globally Integrated
Corporation Corporation Enterprise

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The Authentic Enterprise
• The enterprise must be grounded in a
sure sense of what defines it (mission,
values, principles, beliefs).
• And those definitions must dictate
consistent behavior and actions.
In place of the voice of “authority”,
stakeholders demand proof of authenticity

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Reactive
Proactive
Interactive
• Prioritize inquiries • Develop ideas & campaigns • Collaborate with key
• Manage press & events • Messaging Stakeholders
• Spokespersons • Monitor reputation across • Define and enable
stakeholders company values
• Monitor reputation
• Educate employees • Shape strategic direction
• Crisis management
• Measure results
CEOs feel that communicating their company’s values has become more
complex at the exact time that it has become absolutely essential.

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Why trust matters
 Trust improves the efficiency of
transactions.
 Trust within firms impacts employee
performance.
 Trust among firms impacts customer
acquisition and retention.
 Trust among the business units of
large firms impacts innovation.

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Why Trust Matters

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The Trust Nose Dive
How much do you trust each institution to do what’s right?
Source: Edelman Trust Barometer 2009, US
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Trust Report Recommendations
• Ground the enterprise in a sure sense of what
defines and differentiates it (mission, values,
principles, beliefs).
• Ensure that values are adhered to consistently
across your enterprise.
• Build and manage strong relationships with
mediating institutions.
• Embrace transparency.
• Work to build trust in your business sector.
• Focus on the core contribution that the firm
makes to society.

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We must assert leadership in:
 Defining and activating enterprise values
 Building and managing multi-stakeholder
relationships
 Enabling the enterprise with “new media”
skills and tools
 Building and managing trust
 Be a strategy participant rather than just
a supporter
 Reactive, Proactive, Interactive
 Committed to ethical approach

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What can we influence?
• Survive the current economic crisis
• Manage the impact of changes in the
communications industry
• Take advantage of a globalized world
• Adjust departments and agencies to the
new world
There is great opportunity

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There is great opportunity
And great responsibility

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The Page Principles
• Tell the truth.
• Prove it with action.
• Listen to the customer.
• Manage for tomorrow.
• Realize a company’s true character is
expressed by its people.
• Conduct public relations as if the whole
company depends on it.
• Remain calm, patient and good-humored.