Culture over Content: Rethinking the Role of PR in a Digital World

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Max St John

My talk at #PRweek #socialsummit on creating a culture of storytelling and authenticity.

Marketing Business Technologie

Culture over content
Rethinking the role of PR
in a digital world
@maxwellstjohn

“Why creating a community
of storytellers and a culture
of authenticity will make
your life EASY and
AWESOME.”

“We believe the internet is
creating a world of transparency
and personal empowerment
where authentic organisations
who create meaningful value
thrive.”

1. How digital comms needs to
evolve
2. Why authenticity and
meaningful value are critical

1. How digital comms needs to
evolve
2. Why authenticity and
meaningful value are critical
3. What this means for your
organisational culture

1. How digital comms needs to
evolve
2. Why authenticity and
meaningful value are critical
3. What this means for your
organisational culture
4. How big change only comes
from small actions

Transparency
Empowerment
Authenticity
Meaningful value

“Tell a story about a time you really
failed.”

1.0
Communication

2.0
Conversation

3.0
Connection

Buried some bad news on
a busy day, or play down
an uncomfortable story?

Struggled to find a creative
way of flogging something
that’s fundamentally
unappealing or uninteresting?

Ask yourself: “What is the
real point of your job and
the company you work
for?”

Unleashing authentic stories

Skills

Empowerment

Community

Purpose

“What do you think? Does this
scare you?”

Five things to do tomorrow…
1.Run a check-in

Five things to do tomorrow…
1.Run a check-in
2.Talk to someone new

Five things to do tomorrow…
1.Run a check-in
2.Talk to someone new
3.Challenge a meeting

Five things to do tomorrow…
1.Run a check-in
2.Talk to someone new
3.Challenge a meeting
4.Listen to understand

Five things to do tomorrow…
1.Run a check-in
2.Talk to someone new
3.Challenge a meeting
4.Listen to understand
5.Ask: “Why am I doing this?”

1. Digital comms needs to evolve
2. Authenticity and meaningful
value are critical
3. Your organisational culture
probably needs to change
4. Big change only comes from
small actions. From you.

Digital transformation consultancy
specialising in people and culture.
max.stjohn@nixonmcinnes.co.uk

Culture over Content: Rethinking the Role of PR in a Digital World

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Presentation at Mastering SAP in Melbourne (May 2017). People naturally form tribes. It is just what we do. When we bring together teams to work in a department, or on a program or product this team of teams will become a tribe. However, not all tribes are equally effective. Just like with regular teams it is the culture of the tribe that dictates its effectiveness. When we look to improve the performance of these teams of teams, we often get so focused on improving technical skills and individual performance that we can easily forget to help the teams involved bond, foster a sense of belonging, shape their values and instil respect for one another. To maximise the effectiveness of any team of teams, we need to take the time to build a culture beyond the team’s individual identity to create a sense of tribal unity. Based on her debut book, Tribal Unity: Getting from Teams to Tribes by Creating a One Team Culture, Em Campbell-Pretty will share the proven patterns she has been successfully applying in the field over the past five years. Peppered with tales from the trenches this session will be full of practical ideas to help you lead a team of teams towards tribal unity.

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Culture over Content: Rethinking the Role of PR in a Digital World

1. Culture over content Rethinking the role of PR in a digital world @maxwellstjohn

2. “Why creating a community of storytellers and a culture of authenticity will make your life EASY and AWESOME.”

7. “We believe the internet is creating a world of transparency and personal empowerment where authentic organisations who create meaningful value thrive.”

8. 1. How digital comms needs to evolve

9. 1. How digital comms needs to evolve 2. Why authenticity and meaningful value are critical

10. 1. How digital comms needs to evolve 2. Why authenticity and meaningful value are critical 3. What this means for your organisational culture

11. 1. How digital comms needs to evolve 2. Why authenticity and meaningful value are critical 3. What this means for your organisational culture 4. How big change only comes from small actions

12. “How are you feeling today?”

13.

14.

15.

16.

17. Transparency Empowerment Authenticity Meaningful value

18. “Tell a story about a time you really failed.”

19. 1.0 Communication 2.0 Conversation 3.0 Connection

20. AWESOME FUN QUIZ

21. Have you ever had to…

22. Buried some bad news on a busy day, or play down an uncomfortable story?

23. Struggled to find a creative way of flogging something that’s fundamentally unappealing or uninteresting?

24. Ask yourself: “What is the real point of your job and the company you work for?”

25.

26. Unleashing authentic stories Skills Empowerment Community Purpose

27. “What do you think? Does this scare you?”

28.

29. Five things to do tomorrow…

30. Five things to do tomorrow… 1.Run a check-in

31. Five things to do tomorrow… 1.Run a check-in 2.Talk to someone new

32. Five things to do tomorrow… 1.Run a check-in 2.Talk to someone new 3.Challenge a meeting

33. Five things to do tomorrow… 1.Run a check-in 2.Talk to someone new 3.Challenge a meeting 4.Listen to understand

34. Five things to do tomorrow… 1.Run a check-in 2.Talk to someone new 3.Challenge a meeting 4.Listen to understand 5.Ask: “Why am I doing this?”

35. 1. Digital comms needs to evolve 2. Authenticity and meaningful value are critical 3. Your organisational culture probably needs to change 4. Big change only comes from small actions. From you.

36. Digital transformation consultancy specialising in people and culture. max.stjohn@nixonmcinnes.co.uk

Notes de l'éditeur

http://www.flickr.com/photos/bcostin/2693913381/sizes/o/
If you’re not acting in line, you’ll get found out. Our lives as communicators have got much more difficult. http://www.flickr.com/photos/gsfc/8246892319/sizes/l/
Old model – one-way communication, selective, try to convince. Then along came the internet, and social platforms.
It doesn’t work
New tools – old model: conversation to persuade.
It doesn’t work
If you’re not acting in line, you’ll get found out. Our lives as communicators have got much more difficult. http://www.flickr.com/photos/gsfc/8246892319/sizes/l/
How did that feel? Who hates networking? Who feels awkward speaking to people they don’t know? Now you’ve created a connection – you’ve got something to talk about in the coffee break Now imagine doing this at scale.
It’s about putting the humanity back into business. 1 - Create understanding Convince Create dialogue Persuade Create resonance Move
OK, what if we could fix all that, make your job easy and fulfilling, and make you a mega success? What if your brand built and managed it’s own reputation, through a constant stream of authentic and moving stories? Easy, let’s change the culture of your organisation.
OK, so it’s not that easy. But it is that simple.
There are things you can do to develop deeply purposeful stories.
But, it’s a bit overwhelming, right? So where do you start? The only place you can. Where you are, with what you have.

Culture over Content: Rethinking the Role of PR in a Digital World

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Notes de l'éditeur