Presentation given on July 8th at the opening ceremony of the "All Africa International Public Relations Congress" in Kampala, Uganda

1. President
2013
Interna0onal
Public
Rela0ons
Associa0on
Founder
&
CEO
Open
Agency
France
christophe@openagency.fr
@cginisty
Christophe
Ginisty
WHERE
IS
PR
GOING?
WHAT
IS
THE
FUTURE
OU
OUR
PRACTICE?

2. First,
let’s
define
what
we
call
Public
Rela0ons…

3. 1984
“Public
rela0ons
is
the
prac0ce
of
managing
the
spread
of
informa0on
between
an
individual
or
an
organiza0on
and
the
public”

4. 2012
“Public
rela0ons
is
a
strategic
communica0on
process
that
builds
mutually
beneficial
rela0onships
between
organiza0ons
and
their
publics.”

5. “As
far
as
tourism
is
concerned,
the
only
thing
Egypt
needs
now
is
Public
Rela<ons
in
order
to
establish
new
rela<onships
with
tourists
from
all
over
the
world
and
convince
them
to
come
again.”
Hisham
Zaazou

6. “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

7. “Public
rela0ons
is
a
strategic
communica0on
process
that
builds
mutually
beneficial
rela0onships
between
organiza0ons
and
their
publics.”
How do we
build this?!

8. 8
rules
to
establish
(and
maintain)
mutually
beneficial
rela0onships

9. 1. Get to know each other

10. 2.Think “allied”, not enemies

11. 3. Give reasons to be trusted

12. 4. Express how much you care

13. 5. Create links based on openness

14. 6. Foster alternative points of view

15. 7. Share power to create

16. 8.Take distance and time to plan

18. “Life
is
the
con0nuous
adjustment
of
internal
rela0ons
to
external
rela0ons”
Herbert
Spencer
(1820-­‐1903)

19. Merci
beaucoup
!