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President	
  2013	
  
Interna0onal	
  Public	
  Rela0ons	
  Associa0on	
  
Founder	
  &	
  CEO	
  Open	
  Agency	
  France	
  
christophe@openagency.fr	
  
@cginisty	
  
Christophe	
  Ginisty	
  
WHERE	
  IS	
  PR	
  GOING?	
  	
  
WHAT	
  IS	
  THE	
  FUTURE	
  OU	
  OUR	
  PRACTICE?	
  
First,	
  let’s	
  define	
  what	
  we	
  call	
  Public	
  Rela0ons…	
  
1984	
  
“Public	
  rela0ons	
  is	
  the	
  prac0ce	
  of	
  managing	
  	
  
the	
  spread	
  of	
  informa0on	
  between	
  an	
  individual	
  or	
  an	
  
organiza0on	
  and	
  the	
  public”	
  
2012	
  
“Public	
  rela0ons	
  is	
  a	
  strategic	
  communica0on	
  process	
  
that	
  builds	
  mutually	
  beneficial	
  rela0onships	
  between	
  
organiza0ons	
  and	
  their	
  publics.”	
  
“As	
  far	
  as	
  tourism	
  is	
  concerned,	
  
the	
  only	
  thing	
  Egypt	
  needs	
  now	
  is	
  
Public	
  Rela<ons	
  in	
  order	
  to	
  
establish	
  new	
  rela<onships	
  with	
  
tourists	
  from	
  all	
  over	
  the	
  world	
  
and	
  convince	
  them	
  to	
  come	
  
again.”	
  Hisham	
  Zaazou	
  	
  
“Public	
  
rela0ons	
  is	
  the	
  
prac0ce	
  of	
  
managing	
  the	
  
spread	
  of	
  
informa0on	
  
between	
  an	
  
individual	
  or	
  an	
  
organiza0on	
  
and	
  the	
  public”	
  
“Public	
  rela0ons	
  is	
  a	
  
strategic	
  
communica0on	
  
process	
  that	
  builds	
  
mutually	
  beneficial	
  
rela0onships	
  
between	
  
organiza0ons	
  and	
  
their	
  publics.”	
  
2012	
  1984	
  
“Public	
  rela0ons	
  is	
  a	
  
strategic	
  
communica0on	
  
process	
  that	
  builds	
  
mutually	
  beneficial	
  
rela0onships	
  
between	
  
organiza0ons	
  and	
  
their	
  publics.”	
  
How do we
build this?!
8	
  rules	
  to	
  establish	
  	
  
(and	
  maintain)	
  mutually	
  
beneficial	
  rela0onships	
  
1. Get to know each other
2.Think “allied”, not enemies
3. Give reasons to be trusted
4. Express how much you care
5. Create links based on openness
6. Foster alternative points of view
7. Share power to create
8.Take distance and time to plan
What is the future of PR
“Life	
  is	
  the	
  con0nuous	
  
adjustment	
  of	
  	
  
internal	
  rela0ons	
  to	
  
external	
  rela0ons”	
  	
  
Herbert	
  Spencer	
  
(1820-­‐1903)	
  
Merci	
  beaucoup	
  !	
  

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What is the future of PR

  • 1. President  2013   Interna0onal  Public  Rela0ons  Associa0on   Founder  &  CEO  Open  Agency  France   christophe@openagency.fr   @cginisty   Christophe  Ginisty   WHERE  IS  PR  GOING?     WHAT  IS  THE  FUTURE  OU  OUR  PRACTICE?  
  • 2. First,  let’s  define  what  we  call  Public  Rela0ons…  
  • 3. 1984   “Public  rela0ons  is  the  prac0ce  of  managing     the  spread  of  informa0on  between  an  individual  or  an   organiza0on  and  the  public”  
  • 4. 2012   “Public  rela0ons  is  a  strategic  communica0on  process   that  builds  mutually  beneficial  rela0onships  between   organiza0ons  and  their  publics.”  
  • 5. “As  far  as  tourism  is  concerned,   the  only  thing  Egypt  needs  now  is   Public  Rela<ons  in  order  to   establish  new  rela<onships  with   tourists  from  all  over  the  world   and  convince  them  to  come   again.”  Hisham  Zaazou    
  • 6. “Public   rela0ons  is  the   prac0ce  of   managing  the   spread  of   informa0on   between  an   individual  or  an   organiza0on   and  the  public”   “Public  rela0ons  is  a   strategic   communica0on   process  that  builds   mutually  beneficial   rela0onships   between   organiza0ons  and   their  publics.”   2012  1984  
  • 7. “Public  rela0ons  is  a   strategic   communica0on   process  that  builds   mutually  beneficial   rela0onships   between   organiza0ons  and   their  publics.”   How do we build this?!
  • 8. 8  rules  to  establish     (and  maintain)  mutually   beneficial  rela0onships  
  • 9. 1. Get to know each other
  • 11. 3. Give reasons to be trusted
  • 12. 4. Express how much you care
  • 13. 5. Create links based on openness
  • 14. 6. Foster alternative points of view
  • 15. 7. Share power to create
  • 16. 8.Take distance and time to plan
  • 18. “Life  is  the  con0nuous   adjustment  of     internal  rela0ons  to   external  rela0ons”     Herbert  Spencer   (1820-­‐1903)