The importance of Crowd Phenomenon
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Presentation given by Christophe Ginisty (2013 IPRA President) in Belgrade, Serbia, for the Telekom Serbia PRilika 2013
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The importance of Crowd Phenomenon
- 1. THE IMPORTANCE OF CROWD PHENOMENON IN REPUTATION MANAGEMENT Christophe Ginisty President 2013 Interna0onal Public Rela0ons Associa0on christophe@ginisty.com
- 2. @cginisty
- 3. First, let’s define what we call Public Rela0ons…
- 4. 984 1 “Public rela0ons is the prac0ce of managing the spread of informa0on between an individual or an organiza0on and the public”
- 5. 012 2 “Public rela0ons is a strategic communica0on process that builds mutually beneficial rela0onships between organiza0ons and their publics.”
- 6. 984 1 “Public rela0ons is the prac0ce of managing the spread of informa0on between an individual or an organiza0on and the public” 012 2 “Public rela0ons is a strategic communica0on process that builds mutually beneficial rela0onships between organiza0ons and their publics.”
- 7. The key factor today relies today on the ability (or the art) to create these mutually beneficial rela0onships! This is a consequence of the social media development “Public rela0ons is a strategic communica0on process that builds mutually beneficial rela0onships between organiza0ons and their publics.”
- 9. « You can’t build a reputa2on based on what you are going to to do! » Henry Ford
- 10. Conversa0ons are everywhere and always on The level of trust is declining and provokes reac0ons from the audience The PR playground has become much more complex and demanding: Reputa0on is an self mo0vated and an on-‐going construc0on by the stakeholders Stakeholders are reques0ng more ethical behaviors and more transparency Influence starts at the crowd level: social interac0ons online set the game
- 11. — My point of view — Public Rela0ons has not become “digital” Public Rela0ons has become social!
- 12. So what? How to leverage the strategy since Public Rela0ons has become social?
- 13. In a social world, people interac0ons are the media. So we need to listen and be inspired by 3 key elements…
- 16. The sen0mental crowds create the fer0le ground on which your influence will grow (or not)
- 17. Belief: “It is unsafe to travel to Egypt due to the poli2cal situa2on”
- 18. Belief: “McDonald’s famous burger would only contain 25% beef”
- 19. Emo0on: “I admired Steve Jobs so much that I had bought Apple products”
- 20. Ac0vism: “I am ready to call for boycoe a company that does not pay taxes”
- 21. Will you have 0me to visit the country? Will we have a chance to create a beeer rela0onship with you based on a more educated knowledge?
- 22. All we have to do is to transform the organiza0on into a social body: strategy must be inspired by a social transforma0on
- 23. “In the long history of humankind those who learned to collaborate and improvise most effec2vely have prevailed.” Charles Darwin
- 24. Learn to collaborate Listen Iden0fy Invite Open Engage Implement Measure Improvise more effec0vely Listen Select Care Organize React Inspire trust Measure
- 25. Learn to collaborate Listen Iden0fy Invite Open Engage Implement Measure Improvise more effec0vely Listen Select Care Organize React Inspire trust Measure
- 26. A strategy is a decision Implementa0on is a dialog (and some0mes an ongoing negocia0on)
- 27. 4 pillars of “Social” Public Rela0ons Monitor, listen and analyse the conversa0ons on a real 0me basis Restore trust by ethical behaviors by being as transparent as possible Engage into the conversa0ons to maintain a high level of confidence Be ready to react fast: get today the tools that may help you tomorrow
- 28. Thank you very much! (and pray for our football team)