"Дни PR и маркетинга на Юге. 5.0", Кристоф Жинисти

© Christophe Ginisty 2014!

From information to shared emotions : the new paradigm of public relations

Christophe Ginisty

May 28th, 2014

Rostov – Russia

@cginisty


What do we call Public Relations?


1984!

“Public relations is the practice of managing the spread of information between an individual (or an organization) and the public”


2010!

“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics”


How to build a

mutually

beneficial

relationship?


INFORMATION conversation

relationship



relationship

Why will people want

to enter into the

conversation?!



relationship

Why will people want

to enter into the

conversation?!

How the conversation will lead to a relationship?!


EMOTIONS ARE THE ENGINE OF PUBLIC RELATIONS AT THE DIGITAL AGE


What are the 3 basic activities on social networks?





Like is an emotion in itself

Commenting is often inspired

by an emotional link to the

topic

People will share content that

moves them




WHAT PR PROFESSIONALS

MUST LEARN FROM THAT?


COMMUNICATING IS NOT ENOUGH

A winning PR strategy is not only about releasing information and sending out press releases: it is about inspiring a relationship


Traditional PR is {nearly} dead


EMOTIONS HAVE BECOME THE VEHICULE

Create a set of content that will inspire emotions from your stakeholders: social media ignition



CROWDS HAVE BECOME A MEDIA

Listen, monitor and be ready to interact directly with your stakeholders: be part of it and switch to the conversational mode


DEVIL’S IN THE DETAILS

People are commenting outside of the core information: check your vulnerabilities and stay accountable



Endorsement foster propagation

People will often share information based on self identification: identify influencers and information flows



The world never sleeps

PR has become a 24/7 activity: set alerts and create the conditions of a maximum reactivity


Crisis situations will happen

Conversations will expose organizations like never before: be prepared and be ready to react fast



WHAT are the pilars of all that?


listening monitoring &!


The art of modern public relations

is to become a

“community driven organization”


Open

COMMUNITY DRIVEN ORGANIZATION

INSPiRATIONAL

empathic caring

More

transparent

engaging accountable Ethical

listening

reactive ready


COMMUNITY DRIVEN ORGANIZATION

Trusted!


Merci ;-)

Presentations & Public Speaking

"Дни PR и маркетинга на Юге. 5.0", Кристоф Жинисти