Richard Edelman's presentation for the 2010 Best Practices in Change & Internal Communications Summit.

1. THE THIRD WAY: PUBLIC ENGAGEMENT
Richard Edelman
Becoming an Engaged Organization in a Connected World
October 5, 2010

2. Don‟t panic.
This is not a party broadcast.
I Thesis
II Landscape
III Third Way – Public Engagement

3. PHASE ONE PAID MEDIA
Advertising
MASS AUDIENCE

4. PHASE TWO EARNED MEDIA
Public Relations “Messaging”
BROADCAST

5. PHASE THREE OWNED & SOCIAL MEDIA
Direct Channels
Viewed
by >600,000
in first
24 hrs
RELATIONSHIPS

6. STRATEGIC EQUIVALENCE
“There is now strategic equivalence for the first
time between paid, earned and owned media”
Randall Rothenberg
Interactive Advertising Bureau

7. OPERATING IN A WORLD WITHOUT TRUST
Which stakeholder should be most important to a CEO’s business decisions?
Government
3%
7% Employees
11% Society at
Large
All stakeholders
are equally
important
13% Customers
52%
14%
Shareholders
Source: 2010 Edelman Trust Barometer: When a CEO makes business
decisions for his or her company, which stakeholder SHOULD BE most
important to a CEO‟s business decisions?

8. NEW MANDATE FOR PR
Beyond Communications to Strategy & Policy
Performance Corporate Consumer Green is
Rise of CCO
& Purpose + Brand Justification Green

9. PR IS THE ORGANIZING FORCE
Mainstream New Media
Digital Properties
Print/Broadcast/Radio
Mobile
Public
Engagement
Owned Social
Web Consumer Generated Consumer
Journalism
New Influencers Mobile
Blogging
Employee Content Events

10. I Thesis
II Landscape
III Third Way– Public Engagement

11. MEDIA IS MASS & NICHE
Players differ by country, but trend is consistent
Pre-defined
Long Tail/
Niche Content Mass Appeal
Pre-selected

12. MEDIA CONSUMPTION: PEOPLE NOW MULTI-TASKING
People need info from multiple
Minutes of media consumed by sources, voices and to hear it 3-5
8 –18 year-olds per day times to believe it
700
458
DK: 7% Once: 6%
10+ times: 5%
Twice: 16%
379 6-9 times: 6%
Movies
Print
Video Games
4-5 times: 25% 3 times: 35%
Computer
Music
TV 3-5 times: 60%
0
1999 2009
Source: Kaiser Family Foundation Source: 2010 Edelman Trust Barometer

13. MEDIA ARE SOCIAL & PORTABLE
People now have a portfolio of information sources
37% internet users contribute to news creation
51% social networking users get news from people they follow
61% Americans get their news online vs. 17% from newspapers
46% Americans get their news from 4-6 online media platforms daily
63% Increase in time spent on social networks in
‟08, surpassing e-mail
33% of cell phone owners now access news via
their phones.
Source: PEW/Various

14. SOCIAL MEDIA IS LOCAL
23% Follow Journalists on Social Networking Sites
Social networking surpassed email by time spent.
65% 47M
+100% 471M
+20% 25M
+9% 20M +14% 14M
-7% 120M
+35% 54M
-12% 19M
+1107% 74M 0% 34M
+6% 52M -44% 15M
-22% 47M

15. MEDIA EVOLVES: CONDÉ NAST APPROACH
Consumer Ownership
Integrated
Web Marketing
Properties
Magazines
Exceptional Events
Inception Content
Mobile
Digital Consumer
Magazines Journalism
Digital Blogging
Video
Content Amplification Time

16. “Regular Employee” as Credible as CEO
Spokesperson Credibility
100%
2009 2010
90%
80%
70% 66% 66%
60% 55%
49%
50% 47%
45%
43%
40%
40%
34%
31% 32% 32%
30% 26%
19%
20%
10%
0%
CEO A financial or Government NGO An academic or Regular Person like
industry official representative expert employee yourself
analyst
F99-105. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about a company
from that person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box: Very + Extremely
Credible) Informed Publics ages 25-64 in 20 countries
16

17. I Thesis
II Landscape
III Third Way– Public Engagement

18. STRATEGIC PIVOT FOR PR
Execution/Vendor Core Strategy & Creative
One-way Communications Dialogue
Pitching Inform the conversation
with compelling content
Earned Media Discussion & Participation

19. THE THIRD WAY
The Evolution of PR
Mainstream
New Media
Media
Public
Engagement
Owned Social
Media Media

20. TENETS OF PUBLIC ENGAGEMENT
Advancing Shared Interests in a World of Inter-dependence
Listen with new intelligence
Participate in the conversation--real time/all the time
Create and co-create content
Socialize media relations
Champion open advocacy
Build active partnerships for common good
Embrace and navigate the complexity
Increased Changed Engaged Commercial
Trust Behaviors Communities Success

21. NEW MANDATE REQUIRES NEW SKILLS
Mainstream New Media
Digital Properties
Public
Print/Broadcast/Radio
Engagement
Mobile
Research
Search
Ideas
Content
Owned Media Social
Web Consumer Generated Consumer
Journalism
New Influencers Mobile
Blogging
Employee Content Events

22. RESEARCH: IDEA STARTERS AND AMPLIFIERS
Identify idea starters Who, in turn, engage
Provide them with relevant content amplifiers to start discussions
New Scientist
Greenpeace
International
Scientific
American Cambridge
University
Press
Print and Environment Division

23. SEARCH IS KING
• All content should be search
optimized
• Social media sites like Twitter and
Orkut are now media companies,
with powerful search and trending
data
• Google Analytics measures impact
of advertising vs. search vs.
referring sites
• Real-time (twitter, facebook etc)
data enables participation in
discussions, as well as
measurement
Google Analytics

24. GALVANIZING IDEAS
Crosses
Stimulates Can Substance
multiple
Action evolve and „legs‟
channels

25. CONTENT
Compelling and Entertaining Easily Shared

26. DELIVER CONTENT ACROSS 4 SCREENS

27. SOCIAL MEDIA: GO WHERE PEOPLE ARE
"We have the most powerful distribution mechanism that has been created in
a generation“ -- Mark Zuckerberg, Facebook
Digital Embassies + Consumer Generated Content
(TWITTER
PORGRAM)
"Companies formerly known as advertisers now have to figure out how to create conversation on
Facebook...that's how the flavor program developed by marketing firm Edelman Digital enabled
Ben and Jerry's to increase its fans from 300,000 to 1 million in just six weeks.“
-- David Kirkpatrick, The Facebook Effect

28. NEW APPROACH TO MEDIA RELATIONS
Popular Voice Requires Video
Aggregating Content Immediacy

29. DIRECT: EVERY COMPANY IS A MEDIA COMPANY
Owned Channels
Viewed by
>300,000
people daily

30. FROM PR TO PUBLIC ENGAGEMENT
PR has become the organizing principle of strategy and communications
We engage stakeholders in long-term social relationships, as all
communications has become public and we’ve moved from a shareholder
to a stakeholder world
We build brands/corporate reputations by starting with research, creating
galvanizing ides and compelling content that engages multiple audiences
through Mainstream, New, Social and Owned media
Tomorrow’s discussion will be about how a social organization
can advance your goals