In this era of endless content, fake news and a loss of trust, what are the risks facing ethical public relations professionals, and their clients and employers? What are the opportunities? This informative talk will focus on the present and future of technological, trending, and expanding opportunities (and potential complications) within the realm of PR, as well as how industry professionals can make the most of what's around the corner in PR and communications.
2. On the program today
#FakeNews:
The contagion
The seven
megatrends
changing
news & PR
The implications:
PR’s possible
future
The dialogue
@DanTisch #WPRF2018
3.
4.
5.
6.
7.
8. Why does fake news flourish?
Here’s a clue.
“I feel like, it’s all just propaganda, you know what I mean,
it’s hard for me to believe anything the media tells me,” said
Nathaniel Trumper, who cast a vote for Mr. [Greg] Gianforte
at a polling station in Helena [Montana].
- Reuters, May 26, 2017
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11. Question: Which type of crisis
had the largest impact on the
share price on day one?
BEHAVIOUR
(more than 50% drop)
The cost of a crisis
Types of
crisesInformation Behaviour
Corporate
Operation
Freshfields Bruckhaus Deringer (2012). Knowing the risks, protecting your business: Crisis management. Accessed online:
http://www.freshfields.com/uploadedFiles/SiteWide/News_Room/Insight/Campaigns/Crisis_management/Knowing the risks
interactive.pdf.PDF.
@DanTisch #WPRF2018
18. #6: A gap in opportunity – and trust
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19. Why does fake news thrive?
High stakes
Low trust
Empowered audiences
Diminished journalism
Too much content
Too little listening
20. #7: AI comes to news – and PR
Largest PR firm in the world: 5,850 employees
Revenue per employee: $146,153
Facebook employees: 25,105
Facebook’s revenue per employee: $1,619,319
[Alastair McCapra (CIPR, UK)]
29. The C-suite is open to PR…
Source: Global Communications
Report, 2016.
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30. Perceivedbottom-lineimpact…but getting there means different thinking
Need to do: Others do it
Nobody does it Nice to do: We do it
Need to do: We do it
Seen as core competence of PR
Crisis communications
Media
relations
Public affairs
Risk management
Employer branding
Reputation/stakeholder management
Major
announcements
Social media
CEO vision
Marketing PR
Corporate reporting
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Diversity, equity & inclusion
31. “We must seek to become not leaders of
PR in organizations, but leaders of
organizations who come from PR.
To convince the CEO, we must first
convince ourselves.”
-- Guy Versailles, Montreal
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34. When you have listening, relationships & trust,
risks get smaller, and opportunities larger.
The most innovative organizations
COLLABORATE
3x as often than the least
innovative ones
PwC, 2014
35. PR must lead collaboration
Communication
Stakeholder
& gov’t
relations
HR
Reg.
affairs
Legal
Public
affairs
Operations
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36. PR must be driven by data & insight
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As technology gives us more data about our
publics’ behaviour, PR must be there to act on it.
Kevin McCann
37. PR will have better strategists, better analysts
(but fewer technicians)
Align
communication
with purpose &
values
Identify &
address comms
problems
proactively
Conduct
research to
underpin
communication
Communication
across full range
of platforms
Facilitate
relationships,
build trust
Build/enhance
reputation
Provide
contextual
intelligence
Be a trusted
advisor
Offer
organizational
leadership
Ethics in line
with societal
expectations
Professional
learning: self &
others
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Source: Global Alliance, The Global Capabilities Project
38. Marketing becomes more like PR
Source: Global
Communication
Report, 2017
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39. Marketing becomes more like PR
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Source: Global
Communication
Report, 2017
48. Because organizations need public relationships.
Because communication builds empathy,
understanding, respect and trust.
Because the world needs people who practise
communication with ethics and standards.
Because communication is a business imperative –
and a social good.
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49. The treatment for #fakenews?
Ethical, professional PR.
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