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The Six Influence Flows Philip Sheldrake www.philipsheldrake.com @sheldrake Author of The Business of Influence: Reframing Marketing and PR for the Digital Age, Wiley, 2011 www.influenceprofessional.com Managing Partner, Euler Partners www.eulerpartners.com 1
An illustrated historyhttp://youtu.be/wp2eUSL4oHchttp://www.philipsheldrake.com/2011/01/content-an-illustrated-history 2
Defining Public RelationsThe two-way symmetrical model of My definition of PR: “the planned PR, James Grunig‟s fourth model, and sustained effort to influence “uses communication to negotiate opinion and behavior, and to bewith the public, resolve conflict and influenced similarly, in order topromote mutual understanding and build mutual understanding and respect between the organisation goodwill.” and its stakeholders.” Public Relations Defined – The Anatomy of a Candidate Definition, Philip Sheldrake http://www.philipsheldrake.com/2011/11/public-relations-defined-%E2%80%93-the-anatomy-of-a- candidate-definition-ver-0-2/ http://www.flickr.com/photos/philip_sheldrake/87055500 3
You have beeninfluenced when you think in a way you wouldn‟t otherwise have thought, or do something you wouldn‟t otherwise have done The Business of Influence, Philip Sheldrake, Wiley, 2011 http://www.flickr.com/photos/philip_sheldrake/160365265 4
We are more influenced by the 150 nearest to us than by the other six or so billion combinedThe Business of Influence, Philip Sheldrake, Wiley, 2011http://www.flickr.com/photos/philip_sheldrake/3068588302 5
Perception is realityMay have been a relevantaxiom for 20th Century,but now… Reality is perception The real-time social enterprise must, by nature, be authentic. You can‟t fake it. Influence Strategy and Execution, Philip Sheldrake, Marketing Magnified eJournal, June 2011, CMO Council http://www.marketingmagnified.com/2011/june http://www.flickr.com/photos/philip_sheldrake/5723483505 6
No organization is an island Everything an organization does occurs in the context of achanging world, in a dynamic interplay with every entity around it Organizations must cultivate a sensitivity to the new dynamic (one that‟s superior to competitors‟) and sharpen their ability to interpret and respond to the myriad communication flows issuing from all sides Align Your Stakeholder-Facing Functions with an Influence Strategy, Philip Sheldrake, Balanced Scorecard Report, July-August 2011, Vol 13 No 4, Harvard Business Publishing http://www.flickr.com/photos/philip_sheldrake/107864510 7
Social analyticsIf you could go back to the mid-90sand offer a marketer a little box thatcould sit on her desk and let herlisten in on thousands of customerconversations and participate inthose discussions regardless ofgeography or time zone, it wouldappear so far-fetched that she‟dprobably call security. The Social Web Analytics eBook 2008, Philip Sheldrake http://www.flickr.com/photos/philip_sheldrake/488935955 8
A new model? http://www.flickr.com/photos/philip_sheldrake/2772566046 9
The Six Influence Flows The Business of Influence, Philip Sheldrake, Wiley, 2011 10
The 2nd flow and the Internet “The Web has changed everything” The Business of Influence, Philip Sheldrake, Wiley, 2011 http://www.flickr.com/photos/philip_sheldrake/7015450481 11
The 2nd flow and the Internet“. . . it is hard to avoid making the claimthat „the internet changes everything‟ . . .for public relations the unavoidableconclusion is that nothing will ever be thesame again.”Things have “flipped through 90 degrees”. The Business of Influence, Philip Sheldrake, Wiley, 2011 http://www.flickr.com/photos/philip_sheldrake/7015450481 12
The 2nd flow and the Internet“I do not believe digital media change thepublic relations theory needed to guidepractice, especially our generic principlesof public relations. Rather, the new mediafacilitate the application of the principlesand, in the future, will make it difficult Paradigms of Globalfor practitioners around the world not to Public Relations in anuse the principles.” Age of Digitalisation, James Grunig, 2009 The Business of Influence, Philip Sheldrake, Wiley, 2011 http://www.flickr.com/photos/philip_sheldrake/7015450481 13
The 2nd flow and the InternetGrunig: “They seem to believe „Internet-mediated‟that „an organisation and its communication isn‟t just apublics‟ are distinct from new media form in my„internet-mediated social opinion. It has unprecedentednetworks‟. Instead, I believe emergent behaviour.that an organisation and itspublics now are embedded in This behaviour cannot beinternet-mediated social attributed to one or a set ofnetworks but that public relationships with one or a setrelations is still about an of stakeholders. It is theorganisation‟s relationships combination of the whole thatwith its publics.” itself exerts influence. The Business of Influence, Philip Sheldrake, Wiley, 2011 http://www.flickr.com/photos/philip_sheldrake/7015450481 14
The 2nd flow and the InternetGrunig: “Organisations do not I believe organisationswillneed relationships with find it advantageous toindividuals who are not maintain awareness of all Sixmembers of their publics even Influence Flows regardless ofthough these people might be the genesis or properties ofactively communicating with the influence that flowsand building relationships therein.with each other. We will find it advantageousOrganisationssimply do not to wield informationhave the time or resources to technologies to „relate‟ to thecultivate relationships with use of informationeveryone…” technologies by others. The Business of Influence, Philip Sheldrake, Wiley, 2011 http://www.flickr.com/photos/philip_sheldrake/7015450481 15
The ease and effectiveness with which we manage and learn from influence flows is integral to the ways all stakeholders interact with organizations to broker mutually valuable, beneficial relationships. The Business of Influence, Philip Sheldrake, Wiley, 2011http://www.flickr.com/photos/philip_sheldrake/3820770698 16
Defining Public Relations Avoids two words:My definition of PR: “the planned communication and public.and sustained effort to influenceopinion and behavior, and to be Focuses on the outcome of theinfluenced similarly, in order to profession rather than presume tobuild mutual understanding and scope the methods employed. goodwill.” Public Relations Defined – The Anatomy of a Candidate Definition, Philip Sheldrake http://www.philipsheldrake.com/2011/11/public-relations-defined-%E2%80%93-the-anatomy-of-a- candidate-definition-ver-0-2/ http://www.flickr.com/photos/philip_sheldrake/87055500 17
Social business To adapt the way in which an organisationdelivers its mission and pursues its vision by designing the organisationaround influence flows, connecting: ‣ its people, partners, customers and other stakeholders; ‣ data and knowledge in and all around it more openly, productively and profitably with the application of social web and related information technologies. Social media are the eggs in the social business cake. The Social Web Analytics eBook 2008, Philip Sheldrake Photo by Brenda Gottsabend: http://flickr.com/photos/gottgraphicsdesign/3694187993 (CC BY 2.0) 18
A new model for PR?A new vista for PR professionals? http://www.flickr.com/photos/philip_sheldrake/107865905 19
The Business of Influence: ReframingMarketing and PR for the Digital AgePhilip Sheldrake, Wiley, May 2011ISBN 978-0470978627www.influenceprofessional.com#infpro@sheldrake 20
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