How PR professionals can build reputation in the social media era
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Presentation given on March 4th, 2015 by Christophe Ginisty at the monthly lunch meeting of the Belgian Public Relations Consultants Association (BPRCA) on the Future of Public Relations
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How PR professionals can build reputation in the social media era
- 1. How long will PR people remain influent? Christophe Ginisty March 4th, 2015
- 2. Some words about me… • Creator of the ReputationWar conferences cycle, • 2013 President of the International Public Relations Associations (and still member of the Board of Directors) – Content Director of the coming World Congress in South Africa, Sept. 2015. • European Digital Evangelist @ Edelman EMEA • Founder and Managing Director Rumeur Publique • Founder and President of Internet sans Frontières (2008-2011) • Twittos: @cginisty • Blogger: ginisty.com • Happily living in Brussels now
- 3. It used to be like this (at least most of the time) Organizations generate information Organizations decide to communicate some Organizations hire PR people PR people select target among identified influencers PR people define a strategy for the information flow Message delivered to the influencers Influencers decide what to say Audience is informed and reacts 1 2 3 4 5 6 7
- 4. Now it is a bit like this (most of the time) Organizations generate information Organizations decide to communicate some Organizations hire PR people PR people select target among identified influencers PR people define a strategy for the information flow Message delivered to the influencers Influencers decide what to say Audience is informed and reacts PR comfort zone Stakeholders follow organizations, interact and stay tuned Stakeholders become influent and the crowd becomes a media Social media zone
- 5. Through the years 1984 : Public relations is the practice of managing the spread of information between an organization and the public (in Dr James Grünig’s academic bible on Public Relations) 2010 : Public Relations is a strategic communication process that builds mutually beneficial relationships between an organization and their publics (Professionals and voters on the PRSA website in 2012)
- 6. What are the challenges? Scale Trust Emotion Noise Singularity Distrust Information Limited impact
- 7. PR challenges VS Scale Trust Emotion Noise Singularity Distrust Information Limited impact Influence ?
- 8. It is NOT a digital challenge, it is a social one.
- 9. PR has NOT become digital, it has become social.
- 10. 2 thoughts to survive…
- 11. The digital component of PR is not anymore aside
- 12. Digital and PR (from 2005 to 2015)
- 13. Digital and PR (from 2005 to 2015)
- 14. Think reptutation instead of image
- 15. Reputation… • You work on your image, you earn your reputation • Reputation is made of what people have understood about you • Reputation does not only rely on what you say and how you communicate • Reputation starts from who you are and how you behave • Reputation is a co-construction • Reputation is social by nature • Reputation becomes a truth
- 16. A reputation issue often comes from a distortion between communication and perception The ideal situation in terms of reputation is when it translates exactly who you are
- 18. Social media intelligence is The key!
- 19. Organizations generate information Organizations decide to communicate some Organizations hire PR people PR people select target among identified influencers PR people define a strategy for the information flow Message delivered to the influencers Influencers decide what to say Audience is informed and reacts Stakeholders follow organizations, interact and stay tuned Stakeholders become influent and the crowd becomes a media PR comfort zone Social media zone What is the solution?
- 20. Welcome to « community driven organizations »
- 21. Thank you very much! christophe@ginisty.com