Six Influence Flows – a new PR model?
Download as PPTX, PDF3 likes3,752 views
This document discusses Philip Sheldrake's work on the Six Influence Flows. It provides examples of how digital technologies and social media have impacted the flows of influence. Sheldrake argues that organizations can no longer remain isolated and must cultivate awareness of all influence flows. While James Grunig believes PR theory does not need to change, Sheldrake believes the new digital behaviors cannot be attributed to single relationships and exert influence collectively.
Six Influence Flows – a new PR model?
- 1. 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
- 3. Defining Public Relations The 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 be with the public, resolve conflict and influenced similarly, in order to promote 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
- 4. You have been influenced 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
- 5. We are more influenced by the 150 nearest to us than by the other six or so billion combined The Business of Influence, Philip Sheldrake, Wiley, 2011 http://www.flickr.com/photos/philip_sheldrake/3068588302 5
- 6. Perception is reality May have been a relevant axiom 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
- 7. No organization is an island Everything an organization does occurs in the context of a changing 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
- 8. Social analytics If you could go back to the mid-90s and offer a marketer a little box that could sit on her desk and let her listen in on thousands of customer conversations and participate in those discussions regardless of geography or time zone, it would appear so far-fetched that she‟d probably call security. The Social Web Analytics eBook 2008, Philip Sheldrake http://www.flickr.com/photos/philip_sheldrake/488935955 8
- 9. A new model? http://www.flickr.com/photos/philip_sheldrake/2772566046 9
- 10. The Six Influence Flows The Business of Influence, Philip Sheldrake, Wiley, 2011 10
- 11. 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
- 12. The 2nd flow and the Internet “. . . it is hard to avoid making the claim that „the internet changes everything‟ . . . for public relations the unavoidable conclusion is that nothing will ever be the same again.” Things have “flipped through 90 degrees”. The Business of Influence, Philip Sheldrake, Wiley, 2011 http://www.flickr.com/photos/philip_sheldrake/7015450481 12
- 13. The 2nd flow and the Internet “I do not believe digital media change the public relations theory needed to guide practice, especially our generic principles of public relations. Rather, the new media facilitate the application of the principles and, in the future, will make it difficult Paradigms of Global for practitioners around the world not to Public Relations in an use 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
- 14. The 2nd flow and the Internet Grunig: “They seem to believe „Internet-mediated‟ that „an organisation and its communication isn‟t just a publics‟ are distinct from new media form in my „internet-mediated social opinion. It has unprecedented networks‟. Instead, I believe emergent behaviour. that an organisation and its publics now are embedded in This behaviour cannot be internet-mediated social attributed to one or a set of networks but that public relationships with one or a set relations is still about an of stakeholders. It is the organisation‟s relationships combination of the whole that with its publics.” itself exerts influence. The Business of Influence, Philip Sheldrake, Wiley, 2011 http://www.flickr.com/photos/philip_sheldrake/7015450481 14
- 15. The 2nd flow and the Internet Grunig: “Organisations do not I believe organisationswill need relationships with find it advantageous to individuals who are not maintain awareness of all Six members of their publics even Influence Flows regardless of though these people might be the genesis or properties of actively communicating with the influence that flows and building relationships therein. with each other. We will find it advantageous Organisationssimply do not to wield information have the time or resources to technologies to „relate‟ to the cultivate relationships with use of information everyone…” technologies by others. The Business of Influence, Philip Sheldrake, Wiley, 2011 http://www.flickr.com/photos/philip_sheldrake/7015450481 15
- 16. 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
- 17. Defining Public Relations Avoids two words: My definition of PR: “the planned communication and public. and sustained effort to influence opinion and behavior, and to be Focuses on the outcome of the influenced similarly, in order to profession rather than presume to build 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
- 18. 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
- 19. A new model for PR? A new vista for PR professionals? http://www.flickr.com/photos/philip_sheldrake/107865905 19
- 20. The Business of Influence: Reframing Marketing and PR for the Digital Age Philip Sheldrake, Wiley, May 2011 ISBN 978-0470978627 www.influenceprofessional.com #infpro @sheldrake 20