Presentation given by Christophe Ginisty on March 12th, 2013 at the opening session of "PR 2.5+ Roundtable 2013: Benchmark Global Best Practices of New Media PR Stratagems and Crisis Management" in Shanghai, China

1. Christophe
Ginisty
President
of
the
Interna3onal
Public
Rela3ons
Associa3on
@cginisty
Global
new
trends
in
PR

2. The
web
has
evolved
from
informa3on
to
transac3ons
to
social
interac3ons,
transforming
passive
users
into
ac3ve
par3cipants
(when
not
ac3vists).

3. Social
media
explosion
creates
a
permanent
and
some3mes
extravagant
exposure
that
raises
the
level
of
vulnerability
for
every
organiza3on/personality.

4. Conversa3ons
are
everywhere
and
always
on
The
level
of
trust
dictates
the
online
ac3vism
Stakeholders
are
reques3ng
more
ethical
behaviors
Gamifica3on:
figh3ng
against
a
well
established
brand
can
be
seen
as
a
game
by
Internet
users
The
PR
playground
has
become
much
more
complex
and
demanding
in
every
part
of
the
world

5. Conversa3ons
are
everywhere
and
always
on
The
level
of
trust
dictates
the
online
ac3vism
Stakeholders
are
reques3ng
more
ethical
behaviors
Gamifica3on:
figh3ng
against
a
well
established
brand
can
be
seen
as
a
game
by
Internet
users
The
PR
playground
has
become
much
more
complex
and
demanding
in
every
part
of
the
world

6. Most
countries
are
either
in
the
neutral
or
in
the
distrusters
side

8. Trust
into
the
different
types
of
media

9. Leaders
and
spokespeople
are
not
the
most
trusted
sources

10. Businesses
are
not
mee3ng
people’s
expecta3ons

11. Distrust
is
s3ll
significant
while
people’s
aRen3on
and
expecta3ons
are
increasing.

12. We
all
are
followed…
>56%
of
US
TwiRer
Users
are
following
more
than
6
brands
on
a
regular
basis
(source:
TwiRer)

13. Internet
users
will
praise
and…punish
Source:
GoodPurpose
survey
2012
conducted
by
StrategyOne
on
behalf
of
Edelman.
8,000
customers
accross
16
countries
–
aged
18+

14. The
web
will
become
an
gigan3c
playground:
The
Gartner
Group
has
projected
50%
of
corporate
innova3on
will
be
"gamified"
by
2015.
DeloiRe
had
already
called
gamifica3on
one
of
the
Top
10
Technology
Trends
for
2012.

15. What
PR
pros
have
to
deal
with…
«
Always
on
»
conversa3ons
followed
by
a
massive
audience
worldwide
Decline
of
the
trust
in
the
ins3tu3ons
and
in
the
tradi3onal
spokespeople
The
raise
of
expecta3ons
for
ethical
behaviors
and
the
ability
to
publicly
appreciate
The
«
gamifica3on
»
phenomenon
is
a
massive
trend
for
Internet
users
Poten3al
crisis
situa3ons

17. Be
ready
to
react
fast:
get
today
the
tools
that
may
help
you
tomorrow
Restore
trust
by
ethical
behaviors
by
being
as
transparent
as
possible
The
global
trend:
we
all
need
to
work
on
4
axis
Monitor,
listen
and
analyse
the
conversa3ons
on
a
real
3me
basis
Engage
into
the
conversa3ons
to
maintain
a
high
level
of
confidence

18. Merci
beaucoup.