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Speed * Chaos * Complexity * Hyperconnectivity * Data * Design * Listening * Egomania * Storytelling * Visualization * Creativity * Psychology * Asymmetry * Retro * Meaning * Apology
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Kia Motors Global PR Conference @ Seoul Bob Pickard
Chaos Complexity
Visualization
Data Hyperconnectivity
Listening Egomania
Storytelling
Creativity
Design
Speed
Meaning
Psychology Asymmetry
Apology
Retro
Speed!
Speed to command the news cycle
How does the news curve look now?
Chaos!
You tell me…
§ where does internal communication stop and external communication begin these days?
§ what ever happened to the old wall between editorial and advertising?
§ has the line blurred between advertising and PR – not to mention customer service and HR?
§ how much you do actually control your company’s reputation compared to people on social media?
We keep losing control
§ of our time § of our privacy § of our own reputation § of the conversation topic § of the corporate communications narrative
We receive 5x more information today than in 1986
What’s going on here?
Complexity
Channels, communities, technology
§ the rise of ‘social operating systems’ makes it possible to share more targeted information with infinitely large communities
§ yet the sheer size of our networks is making it more difficult to communicate with people in a genuinely personal manner
§ now we need to ‘know’ vast numbers of individuals and maintain customized relationships with even multi-millions
§ public relations professionals have always been intelligent agents of information-sharing, knowing how to, where to, and when to share information with which people in different sequences so that they do or think things to achieve intended communications and commercial outcomes
What Sir Martin Sorrell says:
§ “Facebook to my mind is not an advertising medium. It is a branding medium.”
§ “I think [Twitter] is a PR medium…it’s very effective word-of-mouth.”
Harvard Business Review March 2013
Communicating crowdsourcing
Hyperconnectivity
Plugged-in constantly
§ 24 x 7 and ‘always on’ with smartphones § more and more customized private information
surfaces, fewer common public ones § who needs to remember anything anymore when
Google will do it for us? § so much harder for PR to indelibly engrave § snippety fragments and partial attention § perceptions shift and tides turn in the blink of an
eye so momentum marketing is key
Data
Data
§ digital by its very definition is about numbers § relationship artistry must be – or be seen as –
a measurable science § decision-makers are often engineers § every campaign needs a pretty dashboard § measurability has always been manipulated
and massaged for ‘political’ purposes § yet hands-on humans must make sense of it all
Design
Communications by design
Listening
‘Listening’
“Talk to someone about themselves and they’ll listen for hours.” § keep in mind that ‘listen’ and ‘silent’
are made from the same letters § start with talking, and you tune people
out and often annoy them § social media creates new mechanisms
for listening and also the greater insistence upon being heard
“Make the other person feel important and do it sincerely”
These are emotional times
§ Whether or not there is listening, of course social media increases the demand to be heard, regardless of merit
§ [Ironic that those demanding to be heard can often seem least interested in listening!]
§ ‘Me’ and ‘I’ narcissism, lack of attention span, rampant impatience, toxic anger and abuse abounds
§ Crowdsourcing intelligence versus mob rule?
The seven deadly digital sins
1. Lust ‘I want this’ 2. Greed ‘I need this’ 3. Gluttony ‘I must have more’ 4. Sloth ‘I haven’t thought about it’ 5. Wrath ‘I am angry about this’ 6. Envy ‘I want what s/he’s got; I am worth it’ 7. Pride ‘I am better; I deserve this’
Egomania
Communication is selfish
“You are important to us” “We need your opinions to help inform our actions” § clicking ‘like’ generates ‘likes’ § know-it-all-ism online; the RT = true expertise? § ‘sharing’ can be selfish (‘what makes you look good’) § there are many emotions in play which PR has to
deal with today as never before
The death of deference
Storytelling
Stories tap into the unconscious mind
§ People tend to remember products when they are woven into the narrative of media content
§ They tend not to remember brands that don’t play an integral role in the story because people can see them as being ‘just ads’
Stories have ‘ups’ and ‘downs’
We’re wired for stories
Scientific American Mind (August/September 2008) Source: Hoffman
Visualization
Information + Graphics
Social media is visual media
Social media is visual media
Creativity
Psychology
Metaphor elicitation
§ Research is key, asking people before starting a PR campaign things like: • When you think about [company], what is the first
thing that comes to mind? • What do you feel when you see this [product]
image? • Can you share some of your past experience in
dealing with [area where product offers some benefit]?
Asymmetry
So one-sided it’s not funny
§ corporate communicators have become story catalysts, content creators and conveyors
§ journalists are now outnumbered 5:1 by PR people, and make only about two-thirds of the money
§ media are bombarded with story ideas and need content that’s ready-to-roll
What Richard Edelman says:
“Every company is a media company”
ZDNet February 13th 2013
Corporate content factories
Native advertising/brand journalism
Retro
The forgotten power of analog
§ the impact of handwritten notes § using phones to make actual voice calls
(and landlines for audio quality) § scanning newspapers and magazines for
story ideas for social § posting print placements on social
platforms
Riepl’s Law
Meaning
Meaning
§ articulating what the company stands for § the role the community plays in the
mission § everyone’s mouthing purpose rhetoric § ‘communication with a conscience’ is
nothing new, but it is more important than ever…
What Harold Burson says:
§ “PR is often regarded as synonymous with communication, but communication is actually only one facet of the art of public relations”
§ “The task of PR is actually to improve ‘relationships with society’”
§ “PR’s key role is to advise top officials of companies or organizations about how to act in an ethical or socially correct manner when making a decision on a course of action. In a sense, PR acts as an organization's ‘conscience’”
Asahi Shimbun January 29th 2012
Communicate ‘the golden circle’
Apology communications… Apology
What Lord Chadlington says:
§ “Because PR people are, in general, poorly read they fail in one other important regard. Thinking. If you read a lot then you will learn to think. Thinking - staying abreast of how to think - is what clients pay us to do. So often, even our best consultants, repeat what they have done for others and fail to reflect on what a client needs because they do not think...think...think”
PR Week October 11th 2013
Bob Pickard Kia Motors Global PR Conference @ Seoul