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From information to emotions

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Christophe Ginisty
Christophe Ginisty

Presentation given by Christophe Ginisty on November 16th 2015 in Brussels at the first Belgian PR Summit

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@cginisty From information to emotionsChristophe Ginisty Creator of the ReputationWar cycle of conferences Senior Director & Head of Digital FTI consulting
@cginisty
@cginisty
@cginisty
@cginisty
@cginisty Information Emotion IllustrationAppropriation Sharing Message life cycle
@cginisty What is our objective?
@cginisty 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 “PR 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)
@cginisty Information Emotion IllustrationAppropriation Sharing Message life cycle Here is the turning point Here is the objective
@cginisty How do we get there?
@cginisty MONITOR (Get inspired) SPEAK (Capture and Inspire) RESPOND (Interact and be social) DIVERSIFY CONTENT The smart PR matrix
@cginisty It’s all about reputation management
@cginisty Communications Behaviors Competition Trends Beliefs Legacy Expectations Personal experience Media coverage RATIONAL EMOTIONAL
@cginisty You work on your image
@cginisty You earn your reputation
@cginisty Reputation tells the future
@cginisty Thank you. (and let’s meet again in Paris on Jan 15th 2016)

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