PR in transition : the importance of sentimental crowds
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Christophe Ginisty discusses the transition of public relations from information management to crowd management, emphasizing the need to build mutually beneficial relationships in a complex, socially-driven environment. He highlights the importance of listening, ethical behavior, and transparency to restore trust while engaging in conversations with audiences. The document outlines four pillars of 'social' public relations: monitoring conversations, restoring trust, engaging audiences, and being prepared for rapid responses.
PR in transition : the importance of sentimental crowds
- 1. PR IN TRANSITION FROM INFORMATION MANAGEMENT TO CROWD MANAGEMENT Christophe Ginisty President 2013 Interna0onal Public Rela0ons Associa0on christophe@openagency.fr TwiAer: @cginisty
- 2. First, let’s define what we call Public Rela0ons…
- 3. 984 1 “Public rela0ons is the prac0ce of managing the spread of informa0on between an individual or an organiza0on and the public”
- 4. 012 2 “Public rela0ons is a strategic communica0on process that builds mutually beneficial rela0onships between organiza0ons and their publics.”
- 5. 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.”
- 6. The key factor today relies today on the ability (or the art) to create these mutually beneficial rela0onships! “Public rela0ons is a strategic communica0on process that builds mutually beneficial rela0onships between organiza0ons and their publics.”
- 8. The PR playground has become much more complex and demanding in every part of the world Conversa0ons are everywhere and always on The level of trust is declining and provokes reac0ons from the audience Stakeholders are reques0ng more ethical behaviors and more transparency Influence starts at the crowd level: social interac0ons online set the game
- 9. — My point of view — Public Rela0ons has not become “digital” Public Rela0ons has become social!
- 10. So what? (I s0ll have an info and I s0ll need to convince the target audience, what’s the deal of being social? + My boss s0ll loves to have his photo in the printed magazine)
- 11. In a social world, people interac0ons are the media. So we need to listen and be inspired by…
- 13. « Sen0mental crowds »
- 14. The sen0mental crowds create the fer0le ground on which your influence will grow (or not)
- 15. Belief: It is unsafe to travel to Egypt due to the poli0cal situa0on
- 16. Belief: McDonald’s famous burger would only contain 25% beef
- 17. Emo0on: Apple products are loved or hated based on irra0onal aAributes
- 18. Ac0vism: People are ready to boycoA a brand that does not behave properly
- 19. ① There is nothing virtual, it is about real people having real interac0ons, ② The key point is to develop smart listening, ③ Do not care about using the tools, transform your organiza0on into a social one, ④ Don’t be scared by the crowds: let them inspire you.
- 20. 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
- 21. One more thing…
- 22. Remind your audience about the importance of the so-‐called “real life”
- 24. Thank you very much!