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CLUETRAIN AND BEYOND
Public Relations and New Media
Post-graduate MA | business | public relations | marketing | communications




STUART BRUCE


@stuartbruce
@stuartbruce stuartbruce.biz
Stuart Bruce




@stuartbruce stuartbruce.biz
PUBLIC RELATIONS
the future in 2013 and beyond…
@stuartbruce stuartbruce.biz   Picture source: Wikipedia
“It is difficult, indeed
dangerous, to underestimate
    the huge changes this
  revolution will bring or the
     power of developing
  technologies to build and
 destroy not just companies,
     but whole countries.”
@stuartbruce stuartbruce.biz
He wasn’t wrong




Rupert Murdoch
  @stuartbruce stuartbruce.biz   Arab Spring
@stuartbruce stuartbruce.biz
THE CLUETRAIN
MANIFESTO
The End of Business As Usual

Rick Levine, Christopher Locke, Doc Searls and David
Weinberger
Published 1999 (in print 2000)
      “a set of 95 theses organized and put forward as
 a manifesto, or call to action, for all businesses operating
     within what is suggested to be a newly-connected
  marketplace. The ideas put forward within the manifesto
 aim to examine the impact of the Internet on both markets
    (consumers) and organizations. In addition, as both
    consumers and organizations are able to utilize the
Internet and Intranets to establish a previously unavailable
level of communication both within and between these two
    groups, the manifesto suggests that changes will be
  required from organizations as they respond to the new
                  marketplace environment.”
                                  Wikipedia (February, 2013)


@stuartbruce stuartbruce.biz
95 theses
1–6: Markets are Conversations
7: Hyperlinks Subvert Hierarchy
8–13: Connection between the new markets and
companies
14 – 25: Organizations entering the marketplace
26–40: Marketing and Organizational Response
41–52: Intranets and the impact to organization control
and structure
53–71: Connecting the Internet marketplace with
corporate Intranets
72–95: New Market Expectations



@stuartbruce stuartbruce.biz
Summarised by the authors

   “A powerful global conversation
  has begun. Through the Internet,
      people are discovering and
     inventing new ways to share
  relevant knowledge with blinding
  speed. As a direct result, markets
  are getting smarter—and getting
       smarter faster than most
             companies.”
@stuartbruce stuartbruce.biz
Stuart’s summary




  “How the internet actually is –
  People talking to each other,
     rather than what business
   thinks it is – people buying”


@stuartbruce stuartbruce.biz
Theses No 26 (out of 95)




 “Public Relations does not
    relate to the public.
Companies are deeply afraid
     of their markets”


@stuartbruce stuartbruce.biz
Definitions of public relations
 “Public relations is about reputation - the result of what
  you do, what you say and what others say about you.
    Public relations is the discipline which looks after
  reputation, with the aim of earning understanding and
 support and influencing opinion and behaviour. It is the
 planned and sustained effort to establish and maintain
     goodwill and mutual understanding between an
               organisation and its publics.”
             Chartered Institute of Public Relations (CIPR)

    "Public relations is a management function which
tabulates public attitudes, defines the policies, procedures
  and interest of an organization followed by executing a
   program of action to earn public understanding and
                        acceptance.”
                                           Edward Bernays
@stuartbruce stuartbruce.biz
Definitions of public relations
 “Public relations is about reputation - the result of what
  you do, what you say and what others say about you.
    Public relations is the discipline which looks after
  reputation, with the aim of earning understanding and
 support and influencing opinion and behaviour. It is the
 planned and sustained effort to establish and maintain
     goodwill and mutual understanding between an
               organisation and its publics.”
             Chartered Institute of Public Relations (CIPR)

    "Public relations is a management function which
tabulates public attitudes, defines the policies, procedures
  and interest of an organization followed by executing a
   program of action to earn public understanding and
                        acceptance.”
                                           Edward Bernays
@stuartbruce stuartbruce.biz
Definitions of public relations
 “Public relations is about reputation - the result of what
  you do, what you say and what others say about you.
    Public relations is the discipline which looks after
  reputation, with the aim of earning understanding and
 support and influencing opinion and behaviour. It is the
 planned and sustained effort to establish and maintain
     goodwill and mutual understanding between an
               organisation and its publics.”
             Chartered Institute of Public Relations (CIPR)

    "Public relations is a management function which
tabulates public attitudes, defines the policies, procedures
  and interest of an organization followed by executing a
   program of action to earn public understanding and
                        acceptance.”
                                           Edward Bernays
@stuartbruce stuartbruce.biz
“Learning to speak like
 a human isn’t a parlour
         trick.”
       Cluetrain Manifesto, 20th Century


@stuartbruce stuartbruce.biz
@stuartbruce stuartbruce.biz
The Cluetrain Manifesto
     asks the right
 questions, but does it
   provide the right
       answers?
@stuartbruce stuartbruce.biz
Is there a better way?
• Classic Cluetrain:

    Allow every employee to blog or
           use social media
• Cluetrain reality:

  Many employees are using social
  media personally, some of them
       need to do it officially


@stuartbruce stuartbruce.biz
IS THERE A FUTURE FOR
PR?
Alistair Campbell




Speed Communications launch of Brand Anarchy by Stephen Waddington and Steve Earl

@stuartbruce stuartbruce.biz
Hugh MacLeod




@stuartbruce stuartbruce.biz
Holmes Report: Global PR Summit 2012
A recent Forrester Research, presented at the Global PR
Summit in Miami in October 2012 says the PR agency of
the future will:
• Think less about channels
• Develop a holistic approach
• Integrate channels and services
• Help drive both brands and corporate reputation




@stuartbruce stuartbruce.biz
Holmes Report: Global PR Summit 2012
During the Holmes Global PR Summit Marc Pritchard,
Global Marketing and Brand Building Officer for Proctor
and Gamble (P&G) invited PR companies to:



      “take the leadership
       role the discipline
            deserves
      in the Conversation
              Age”
@stuartbruce stuartbruce.biz
Is the public relations profession ready?
The Forrester Research shows that clients give low marks
to PR firms, when it comes to delivering big, strategic
ideas, solidly grounded in insights and foresights.


 “Whether on the consumer
 PR side, or on the corporate
  one, it’s first of all about
  understanding what’s in
  people’s mind, where the
        society goes”
@stuartbruce stuartbruce.biz
Big trends for public relations in 2013…

                Search          Mobile


                   Video       Influence


                    Data       Content
@stuartbruce stuartbruce.biz
Pedagogy: learning by doing




@stuartbruce stuartbruce.biz
DAVOS 2013
World Communication Forum
World Communication Forum, Davos
• Old PR v New PR
• Global v. local
• Search
• Content
• Viral change
• Advocacy




@stuartbruce stuartbruce.biz
Dr Leandro Herrero, Viral Change




@stuartbruce stuartbruce.biz
Dr Leandro Herrero, Viral Change
• Ambassadors are too passive, you want activists




@stuartbruce stuartbruce.biz

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Cluetrain and beyond for corporate communications and public relations

  • 1. CLUETRAIN AND BEYOND Public Relations and New Media Post-graduate MA | business | public relations | marketing | communications STUART BRUCE @stuartbruce
  • 3.
  • 5. PUBLIC RELATIONS the future in 2013 and beyond…
  • 6. @stuartbruce stuartbruce.biz Picture source: Wikipedia
  • 7. “It is difficult, indeed dangerous, to underestimate the huge changes this revolution will bring or the power of developing technologies to build and destroy not just companies, but whole countries.” @stuartbruce stuartbruce.biz
  • 8. He wasn’t wrong Rupert Murdoch @stuartbruce stuartbruce.biz Arab Spring
  • 10. THE CLUETRAIN MANIFESTO The End of Business As Usual Rick Levine, Christopher Locke, Doc Searls and David Weinberger
  • 11. Published 1999 (in print 2000) “a set of 95 theses organized and put forward as a manifesto, or call to action, for all businesses operating within what is suggested to be a newly-connected marketplace. The ideas put forward within the manifesto aim to examine the impact of the Internet on both markets (consumers) and organizations. In addition, as both consumers and organizations are able to utilize the Internet and Intranets to establish a previously unavailable level of communication both within and between these two groups, the manifesto suggests that changes will be required from organizations as they respond to the new marketplace environment.” Wikipedia (February, 2013) @stuartbruce stuartbruce.biz
  • 12. 95 theses 1–6: Markets are Conversations 7: Hyperlinks Subvert Hierarchy 8–13: Connection between the new markets and companies 14 – 25: Organizations entering the marketplace 26–40: Marketing and Organizational Response 41–52: Intranets and the impact to organization control and structure 53–71: Connecting the Internet marketplace with corporate Intranets 72–95: New Market Expectations @stuartbruce stuartbruce.biz
  • 13. Summarised by the authors “A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies.” @stuartbruce stuartbruce.biz
  • 14. Stuart’s summary “How the internet actually is – People talking to each other, rather than what business thinks it is – people buying” @stuartbruce stuartbruce.biz
  • 15. Theses No 26 (out of 95) “Public Relations does not relate to the public. Companies are deeply afraid of their markets” @stuartbruce stuartbruce.biz
  • 16. Definitions of public relations “Public relations is about reputation - the result of what you do, what you say and what others say about you. Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.” Chartered Institute of Public Relations (CIPR) "Public relations is a management function which tabulates public attitudes, defines the policies, procedures and interest of an organization followed by executing a program of action to earn public understanding and acceptance.” Edward Bernays @stuartbruce stuartbruce.biz
  • 17. Definitions of public relations “Public relations is about reputation - the result of what you do, what you say and what others say about you. Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.” Chartered Institute of Public Relations (CIPR) "Public relations is a management function which tabulates public attitudes, defines the policies, procedures and interest of an organization followed by executing a program of action to earn public understanding and acceptance.” Edward Bernays @stuartbruce stuartbruce.biz
  • 18. Definitions of public relations “Public relations is about reputation - the result of what you do, what you say and what others say about you. Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.” Chartered Institute of Public Relations (CIPR) "Public relations is a management function which tabulates public attitudes, defines the policies, procedures and interest of an organization followed by executing a program of action to earn public understanding and acceptance.” Edward Bernays @stuartbruce stuartbruce.biz
  • 19. “Learning to speak like a human isn’t a parlour trick.” Cluetrain Manifesto, 20th Century @stuartbruce stuartbruce.biz
  • 21. The Cluetrain Manifesto asks the right questions, but does it provide the right answers? @stuartbruce stuartbruce.biz
  • 22. Is there a better way? • Classic Cluetrain: Allow every employee to blog or use social media • Cluetrain reality: Many employees are using social media personally, some of them need to do it officially @stuartbruce stuartbruce.biz
  • 23. IS THERE A FUTURE FOR PR?
  • 24. Alistair Campbell Speed Communications launch of Brand Anarchy by Stephen Waddington and Steve Earl @stuartbruce stuartbruce.biz
  • 26. Holmes Report: Global PR Summit 2012 A recent Forrester Research, presented at the Global PR Summit in Miami in October 2012 says the PR agency of the future will: • Think less about channels • Develop a holistic approach • Integrate channels and services • Help drive both brands and corporate reputation @stuartbruce stuartbruce.biz
  • 27. Holmes Report: Global PR Summit 2012 During the Holmes Global PR Summit Marc Pritchard, Global Marketing and Brand Building Officer for Proctor and Gamble (P&G) invited PR companies to: “take the leadership role the discipline deserves in the Conversation Age” @stuartbruce stuartbruce.biz
  • 28. Is the public relations profession ready? The Forrester Research shows that clients give low marks to PR firms, when it comes to delivering big, strategic ideas, solidly grounded in insights and foresights. “Whether on the consumer PR side, or on the corporate one, it’s first of all about understanding what’s in people’s mind, where the society goes” @stuartbruce stuartbruce.biz
  • 29. Big trends for public relations in 2013… Search Mobile Video Influence Data Content @stuartbruce stuartbruce.biz
  • 30. Pedagogy: learning by doing @stuartbruce stuartbruce.biz
  • 32. World Communication Forum, Davos • Old PR v New PR • Global v. local • Search • Content • Viral change • Advocacy @stuartbruce stuartbruce.biz
  • 33. Dr Leandro Herrero, Viral Change @stuartbruce stuartbruce.biz
  • 34. Dr Leandro Herrero, Viral Change • Ambassadors are too passive, you want activists @stuartbruce stuartbruce.biz