Presentation given by Christophe Ginisty on November 6th, 2013 in Sofia (Bulgaria) for the kick-off event of the IPRA Central Eastern Europe Chapter launch. Topic is about the transformation from traditional to social PR.

1. PR
IN
TRANSITION
FROM
INFORMATION
MANAGEMENT
TO
CROWD
MANAGEMENT
Christophe
Ginisty
President
2013
Interna0onal
Public
Rela0ons
Associa0on
christophe@openagency.fr
TwiAer:
@cginisty

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

3. 984
1
“Public
rela0ons
is
the
prac0ce
of
managing
the
spread
of
informa0on
between
an
individual
or
an
organiza0on
and
the
public”

4. 012
2
“Public
rela0ons
is
a
strategic
communica0on
process
that
builds
mutually
beneficial
rela0onships
between
organiza0ons
and
their
publics.”

5. 984
1
“Public
rela0ons
is
the
prac0ce
of
managing
the
spread
of
informa0on
between
an
individual
or
an
organiza0on
and
the
public”
012
2
“Public
rela0ons
is
a
strategic
communica0on
process
that
builds
mutually
beneficial
rela0onships
between
organiza0ons
and
their
publics.”

6. The
key
factor
today
relies
today
on
the
ability
(or
the
art)
to
create
these
mutually
beneficial
rela0onships!
“Public
rela0ons
is
a
strategic
communica0on
process
that
builds
mutually
beneficial
rela0onships
between
organiza0ons
and
their
publics.”

8. The
PR
playground
has
become
much
more
complex
and
demanding
in
every
part
of
the
world
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

9. —
My
point
of
view
—
Public
Rela0ons
has
not
become
“digital”
Public
Rela0ons
has
become
social!

10. So
what?
(I
s0ll
have
an
info
and
I
s0ll
need
to
convince
the
target
audience,
what’s
the
deal
of
being
social?
+
My
boss
s0ll
loves
to
have
his
photo
in
the
printed
magazine)

11. In
a
social
world,
people
interac0ons
are
the
media.
So
we
need
to
listen
and
be
inspired
by…

13. «
Sen0mental
crowds
»

14. The
sen0mental
crowds
create
the
fer0le
ground
on
which
your
influence
will
grow
(or
not)

15. Belief:
It
is
unsafe
to
travel
to
Egypt
due
to
the
poli0cal
situa0on

16. Belief:
McDonald’s
famous
burger
would
only
contain
25%
beef

17. Emo0on:
Apple
products
are
loved
or
hated
based
on
irra0onal
aAributes

18. Ac0vism:
People
are
ready
to
boycoA
a
brand
that
does
not
behave
properly

19. ① There
is
nothing
virtual,
it
is
about
real
people
having
real
interac0ons,
② The
key
point
is
to
develop
smart
listening,
③ Do
not
care
about
using
the
tools,
transform
your
organiza0on
into
a
social
one,
④ Don’t
be
scared
by
the
crowds:
let
them
inspire
you.

20. 4
pillars
of
“Social”
Public
Rela0ons
Monitor,
listen
and
analyse
the
conversa0ons
on
a
real
0me
basis
Restore
trust
by
ethical
behaviors
by
being
as
transparent
as
possible
Engage
into
the
conversa0ons
to
maintain
a
high
level
of
confidence
Be
ready
to
react
fast:
get
today
the
tools
that
may
help
you
tomorrow

21. One
more
thing…

22. Remind
your
audience
about
the
importance
of
the
so-­‐called
“real
life”

24. Thank
you
very
much!