Keynote given by Christophe Ginisty, President of IPRA, on Thursday, May 16th 2013 in Doha during the 3rd Regional Conference organized by the Gulf Chapter of the International Public Relations Association.

1. President
2013
Interna0onal
Public
Rela0ons
Associa0on
christophe@openagency.fr
@cginisty
Christophe
Ginisty
THE
NEW
PR
CHALLENGES

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

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

5. Social
media
explosion
creates
a
permanent
and
some0mes
extravagant
exposure
that
raises
the
level
of
vulnerability
for
every
organiza0on/personality.

7. Posted
on
Youtube
on
Dec
19th,
2011
More
than
3.5
million
views
on
Dec
20th,
2011
FedEx
VP
of
US
opera0ons
publicly
apologizes
on
Dec
21st

8. Let’s
have
a
look
at
what
is
changing

9. Conversa0ons
are
everywhere
and
always
on
The
level
of
trust
dictates
the
online
ac0vism
Stakeholders
are
reques0ng
more
ethical
behaviors
Gamifica0on:
figh0ng
against
a
well
established
brand
can
be
seen
as
a
game
by
Internet
users
The
PR
playground
has
become
much
more
complex
and
demanding
in
every
part
of
the
world

10. Conversa0ons
are
everywhere
and
always
on
The
level
of
trust
dictates
the
online
ac0vism
Stakeholders
are
reques0ng
more
ethical
behaviors
Gamifica0on:
figh0ng
against
a
well
established
brand
can
be
seen
as
a
game
by
Internet
users
The
PR
playground
has
become
much
more
complex
and
demanding
in
every
part
of
the
world

11. People
do
not
trust
much
their
ins0tu0ons…

12. Most
countries
are
either
in
the
neutral
or
in
the
distrusters
side

13. But
informed
people
trust
more
than
the
other
ones

14. Trust
into
the
different
types
of
media

15. Leaders
and
spokespeople
are
not
the
most
trusted
sources

16. What
is
important
for
people
?
(and
how
they
value
companies’
performance)

17. CSR
playground:
Businesses
are
not
mee0ng
people’s
expecta0ons

18. People’s
aden0on
and
expecta0ons
are
increasing.

19. We
all
are
followed…
>56%
of
US
Twider
Users
are
following
more
than
6
brands
on
a
regular
basis
(source:
Twider)

20. Internet
users
will
praise
and…punish
Source:
GoodPurpose
survey
2012
conducted
by
StrategyOne
on
behalf
of
Edelman.
8,000
customers
accross
16
countries
–
aged
18+

21. Gamifica0on:
The
web
will
become
an
gigan0c
playground:
The
Gartner
Group
has
projected
50%
of
corporate
innova0on
will
be
"gamified"
by
2015.
Deloide
had
already
called
gamifica0on
one
of
the
Top
10
Technology
Trends.

24. What
are
the
characteris0cs
of
the
new
ecosystem?

25. What
PR
pros
have
to
deal
with…
«
Always
on
»
conversa0ons
followed
by
a
massive
audience
worldwide
Decline
of
the
trust
in
the
ins0tu0ons
and
in
the
tradi0onal
spokespeople
The
raise
of
expecta0ons
for
ethical
behaviors
and
the
ability
to
publicly
appreciate
The
«
gamifica0on
»
phenomenon
is
a
massive
trend
for
Internet
users
Need
for
even
more
professional
PR
prac00oners

26. Organiza0ons
will
face
more
crisis
situa0ons
than
ever.
But…

27. As
the
Chinese
represent
it,
never
forget
that
every
crisis
is
made
of
danger
and
opportunity

28. 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
PR
people
need
to
work
on
4
axis
to
prevent
crisis
Monitor,
listen
and
analyse
the
conversa0ons
on
a
real
0me
basis
Engage
into
the
conversa0ons
to
maintain
a
high
level
of
confidence

29. Merci
beaucoup.
‫ﺷﻜﺮا‬
‫ﺟﺰﻳﻼ‬