Alastair CampbellWill Whitehorn

event summAry

“You must now both

communicate and

connect. You’re painting

a picture over time, even

if you’re Barack Obama”“It’s not quite anarchy but there

is no single person or body that

decides the agenda any more”

the fundAmentAl ChAnge

no AgendA Control ImmedIACy dIAlogue

“The internet has taken discussion back to how it used to be – people who knew each other sharing their views.”

the rIsks

more, fAster medIA

CrItICs/edItorseveryWhere

We’re All spokespeople

“One of the reasons our papers are

less popular is the public is now

aware of how the media operates”

“Sometimes you start the

conversation. Sometimes

you are involved in the

conversation. Sometimes

you shut up”“The corporate world has always had instant communication since the telegraph. Certain events in the past have been seminal”

the opportunItIes

stronger reputAtIon fAster demoCrAtIC more meAsurAble

“You have to know what agenda

you want to set for yourself

and then you have to stick to it”

“In many ways it’s much more old-fashioned now, like a global electronic virtual village square”

“YOu can create YOur Own medIa landScape tOdaY, aS the puBlIc are creatIng theIr Own medIa netwOrkS”

buIldIng your story

Comms strAtegy, Content plAn

ConneCt to pArtICIpAte

leArn from AudIenCe

“You’re painting a picture over time, even if you’re Barack Obama”

“DO ThaT righT anD The impacT will DepenD much mOre On whaT yOu DO anD whaT yOu say”

“tellIng the truth and

BeIng tranSparent are

aBSOlutelY crucIal”

“FOcuS On the pOIntS where YOu can reallY cOnnect wIth YOur puBlIcS. nOw StrategIc cOmmunIcatIOn IS the OnlY cOmmunIcatIOn that cOuntS”

Thank you. These issues, and how corporate communications teams are responding, will be explored further in our Reputation 20/20 project this year.Let the story step forward.

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