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“The Future of PR”
Neville Hobson, ABC
@jangles
October 5, 2012
http://www.nevillehobson.com   http://www.forimmediaterelease.biz/
What is Public Relations?
• Public relations is about reputation - the
  result of what you do, what you say and what
  others say about you
       - Its aim is earning understanding and support and
         influencing opinion and behaviour
       - To establish and maintain goodwill and mutual
         understanding between an organisation and its
         publics


http://www.cipr.co.uk/content/careers-cpd/careers-pr/what-pr
Meet the Smart Connected Consumer
   She doesn’t trust “corporate-
    speak” or “marketing-speak”
   She fast-forwards her DVR
    through the interruptions (aka ads)
   He pulls content that interests
    him, when he wants it
   He creates and shares his own
    content, original and mashups
   She embraces word of mouth via
    social networks
   She is connected wherever and
    whenever she wishes
   He brings his behaviours - and
    expectations - to the workplace

Picture: http://www.heartcorewomen.com/women-social-media/
The Future of PR
The Future of PR
The Future of PR
The Future of PR
http://edudemic.com/2012/09/swedens-newest-school-system-has-no-classrooms/
http://googlemobileads.blogspot.co.uk/2012/08/navigating-new-multi-screen-world.html
http://ongig.com/jobs/Salesforce.com/Community-Manager-Salesforce.com-Financial-Distric
Anyone with an opinion
and an internet connection
can influence someone else
 about the things you care
about, eg, your reputation.
The Future of PR
Everything Revolves Around
http://newsroom.fb.com/News/One-Billion-People-on-Facebook-1c9.aspx
More Web Less Talk




http://gigaom.com/mobile/as-mobile-data-zooms-voice-sms-revenues-slow/
It’s now possible to look at a smartphone and unlock it via facial
recognition, and then talk to it to ask it to find the nearest bank ATM.
However, at the same time, we see that the technology is not quite there
yet. We might have to remove our glasses for the facial recognition to
work, our smartphones don’t always understand us when we speak, and
the location-sensing technology sometimes has trouble finding us.

- Gartner Hype Cyclee on Emerging Technologies, July 2012
http://www.gartner.com/it/page.jsp?id=2124315
Hurdles and Barriers

               “Too much data is causing problems, and the inability to link
               that data to other sources (specifically revenue figures and
               brand tracking).”

               “Perceived scope and scale of change needed, lack of
               willingness to do it, lack of champion support within the
               organisation.”

               “Lack of expertise and understanding of systems, differences in
               opinion and lack of clarity of overarching objectives within
               international businesses.”

               “There's a long list of data related activities and social is just
               one of them... I guess we are yet to believe there is a strong
               ROI behind social media integration which is keeping this low
               down the priority list.”

eConsultancy/Adobe Quarterly Digital Intelligence Briefing: Managing and Measuring Social, September 2012
http://econsultancy.com/uk/reports/quarterly-digital-intelligence-briefing
A Glimpse
Into the Future
for the
Communicator



http://en.wikipedia.org/wiki/The_Scream
What is Public Relations?
• Public relations is about reputation - the
  result of what you do, what you say and what
  others say about you
       - Its aim is earning understanding and support and
         influencing opinion and behaviour
       - To establish and maintain goodwill and mutual
         understanding between an organisation and its
         publics


http://www.cipr.co.uk/content/careers-cpd/careers-pr/what-pr
Pity the PR person
 who is not agile and
  technically astute
Brian Kardon, CMO, Lattice Engines, New York




         http://www.fastcompany.com/3000994/best-practices-b2b-pr
Change and Opportunity
• A brand is what Google                         • There has never been
  says it is                                       greater opportunity to
• Press releases are                               engage with influencers
  created for organic                              than today
  search purposes                                • A tweet, comment on a
• PR is a real-time                                blog, DM, Twitpic, and
  business                                         video are all ways to
• News cycles are                                  engage in new ways
  measured in minutes and                        • Successful PR
  hours                                            professionals know how
• Blog posts serve as “link                        to help the media and
  bait” for people and                             influencers to make a
  companies hyperlinked in                         connection or write a
  those posts                                      story
                  http://www.fastcompany.com/3000994/best-practices-b2b-pr
https://www.facebook.com/cocacola
The Future of PR
The Future of PR
http://tomfishburne.com/2011/02/for-immediate-release.html




                                                             https://twitter.com/mikebutcher/status/252701561703251970
The Future of PR
   Profound changes are
    underway.
   Skeptics will finish last.
   Focusing on adoption is a
    dead-end strategy.
   Companies must be strategic.
   Companies must be decisive.
   Companies must act now.


    Social software tools include wikis, blogs, microblogs, discussion
    forums, social networks, social bookmarks, tagging,
    crowdsourcing, and prediction markets.


    http://www.deloitte.com/view/en_US/us/Industries/technology/e9c1b39fb701e210VgnVCM3000001c56f00aRCRD.htm
http://www.mckinsey.com/insights/mgi/research/technology_and_innovation/the_social_economy
#SocialEra ?

   Companies cannot survive (let alone
prosper) without recognizing that Social
as a phenomenon can allow us to
redefine our organisations to be
inherently more fast fluid and flexible by
its very design. Not by doing a little bit
more, or slimming down a bit here or
there, or by doing a few things a little bit
faster. No. We will not tweak our way into
the future.



Nilofer Merchant, author, “11 Rules for
Creating Value in the Social Era”


http://blogs.hbr.org/cs/2012/09/traditional_strategy_is_dead_w.html
• #Social Enterprise



                                                • #Social Business
DNA image: http://www.dnamnd.med.usyd.edu.au/




                                                • #Social Media
Ceding Control
           “It’s a dilemma for some organisations. Where everything is so informal
           and instant, what do you do about processes where you must keep
           records for compliance or regulatory reasons? We are going to have to
           figure out a newer way of doing things that enables us to match the
           expectations of everyone, young and old, a way that is not painful.”


           “The ability for citizens to be able to connect with each other and with
           governments through online connectivity is a positive force in a
           democracy. The new ways provide significant benefits for governments, if
           they accept the fact that empowered, more informed people make a far
           better part of the process through which information is shared, and
           knowledge increased.”




http://www.siliconrepublic.com/digital-21/item/28627-ceding-control-in-the-age/
What is Public Relations?
• Public relations is about reputation - the
  result of what you do, what you say and what
  others say about you
       - Its aim is earning understanding and support and
         influencing opinion and behaviour
       - To establish and maintain goodwill and mutual
         understanding between an organisation and its
         publics


http://www.cipr.co.uk/content/careers-cpd/careers-pr/what-pr
...the Arthur W. Page
Society proposes a
point of view on the
future of enterprise
communications. We
offer it not as a finished
construct, but a
hypothesis – intended
to spark further
research, exploration
and refinement.
PR’s Time to Lead
1.       Provide clients with advice on
         what to do, and then how to
         communicate in the new
         landscape
2.       Aim to have the dominant
         creative idea
3.       Be comfortable with
         interpreting data and insistent
         upon using it
4.       Show, don’t just tell
5.       Find the right balance
         between global and local




http://www.edelman.com/p/6-a-m/the-history-and-future-of-pr/
Always
                Make
Esther Dyson
     Catalyst
 of Start-ups   New
                Mistakes
“The Future of PR”
Neville Hobson, ABC
@jangles
October 5, 2012

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The Future of PR

  • 1. “The Future of PR” Neville Hobson, ABC @jangles October 5, 2012
  • 2. http://www.nevillehobson.com http://www.forimmediaterelease.biz/
  • 3. What is Public Relations? • Public relations is about reputation - the result of what you do, what you say and what others say about you - Its aim is earning understanding and support and influencing opinion and behaviour - To establish and maintain goodwill and mutual understanding between an organisation and its publics http://www.cipr.co.uk/content/careers-cpd/careers-pr/what-pr
  • 4. Meet the Smart Connected Consumer  She doesn’t trust “corporate- speak” or “marketing-speak”  She fast-forwards her DVR through the interruptions (aka ads)  He pulls content that interests him, when he wants it  He creates and shares his own content, original and mashups  She embraces word of mouth via social networks  She is connected wherever and whenever she wishes  He brings his behaviours - and expectations - to the workplace Picture: http://www.heartcorewomen.com/women-social-media/
  • 12. Anyone with an opinion and an internet connection can influence someone else about the things you care about, eg, your reputation.
  • 16. More Web Less Talk http://gigaom.com/mobile/as-mobile-data-zooms-voice-sms-revenues-slow/
  • 17. It’s now possible to look at a smartphone and unlock it via facial recognition, and then talk to it to ask it to find the nearest bank ATM. However, at the same time, we see that the technology is not quite there yet. We might have to remove our glasses for the facial recognition to work, our smartphones don’t always understand us when we speak, and the location-sensing technology sometimes has trouble finding us. - Gartner Hype Cyclee on Emerging Technologies, July 2012 http://www.gartner.com/it/page.jsp?id=2124315
  • 18. Hurdles and Barriers “Too much data is causing problems, and the inability to link that data to other sources (specifically revenue figures and brand tracking).” “Perceived scope and scale of change needed, lack of willingness to do it, lack of champion support within the organisation.” “Lack of expertise and understanding of systems, differences in opinion and lack of clarity of overarching objectives within international businesses.” “There's a long list of data related activities and social is just one of them... I guess we are yet to believe there is a strong ROI behind social media integration which is keeping this low down the priority list.” eConsultancy/Adobe Quarterly Digital Intelligence Briefing: Managing and Measuring Social, September 2012 http://econsultancy.com/uk/reports/quarterly-digital-intelligence-briefing
  • 19. A Glimpse Into the Future for the Communicator http://en.wikipedia.org/wiki/The_Scream
  • 20. What is Public Relations? • Public relations is about reputation - the result of what you do, what you say and what others say about you - Its aim is earning understanding and support and influencing opinion and behaviour - To establish and maintain goodwill and mutual understanding between an organisation and its publics http://www.cipr.co.uk/content/careers-cpd/careers-pr/what-pr
  • 21. Pity the PR person who is not agile and technically astute Brian Kardon, CMO, Lattice Engines, New York http://www.fastcompany.com/3000994/best-practices-b2b-pr
  • 22. Change and Opportunity • A brand is what Google • There has never been says it is greater opportunity to • Press releases are engage with influencers created for organic than today search purposes • A tweet, comment on a • PR is a real-time blog, DM, Twitpic, and business video are all ways to • News cycles are engage in new ways measured in minutes and • Successful PR hours professionals know how • Blog posts serve as “link to help the media and bait” for people and influencers to make a companies hyperlinked in connection or write a those posts story http://www.fastcompany.com/3000994/best-practices-b2b-pr
  • 26. http://tomfishburne.com/2011/02/for-immediate-release.html https://twitter.com/mikebutcher/status/252701561703251970
  • 28. Profound changes are underway.  Skeptics will finish last.  Focusing on adoption is a dead-end strategy.  Companies must be strategic.  Companies must be decisive.  Companies must act now. Social software tools include wikis, blogs, microblogs, discussion forums, social networks, social bookmarks, tagging, crowdsourcing, and prediction markets. http://www.deloitte.com/view/en_US/us/Industries/technology/e9c1b39fb701e210VgnVCM3000001c56f00aRCRD.htm
  • 30. #SocialEra ? Companies cannot survive (let alone prosper) without recognizing that Social as a phenomenon can allow us to redefine our organisations to be inherently more fast fluid and flexible by its very design. Not by doing a little bit more, or slimming down a bit here or there, or by doing a few things a little bit faster. No. We will not tweak our way into the future. Nilofer Merchant, author, “11 Rules for Creating Value in the Social Era” http://blogs.hbr.org/cs/2012/09/traditional_strategy_is_dead_w.html
  • 31. • #Social Enterprise • #Social Business DNA image: http://www.dnamnd.med.usyd.edu.au/ • #Social Media
  • 32. Ceding Control “It’s a dilemma for some organisations. Where everything is so informal and instant, what do you do about processes where you must keep records for compliance or regulatory reasons? We are going to have to figure out a newer way of doing things that enables us to match the expectations of everyone, young and old, a way that is not painful.” “The ability for citizens to be able to connect with each other and with governments through online connectivity is a positive force in a democracy. The new ways provide significant benefits for governments, if they accept the fact that empowered, more informed people make a far better part of the process through which information is shared, and knowledge increased.” http://www.siliconrepublic.com/digital-21/item/28627-ceding-control-in-the-age/
  • 33. What is Public Relations? • Public relations is about reputation - the result of what you do, what you say and what others say about you - Its aim is earning understanding and support and influencing opinion and behaviour - To establish and maintain goodwill and mutual understanding between an organisation and its publics http://www.cipr.co.uk/content/careers-cpd/careers-pr/what-pr
  • 34. ...the Arthur W. Page Society proposes a point of view on the future of enterprise communications. We offer it not as a finished construct, but a hypothesis – intended to spark further research, exploration and refinement.
  • 35. PR’s Time to Lead 1. Provide clients with advice on what to do, and then how to communicate in the new landscape 2. Aim to have the dominant creative idea 3. Be comfortable with interpreting data and insistent upon using it 4. Show, don’t just tell 5. Find the right balance between global and local http://www.edelman.com/p/6-a-m/the-history-and-future-of-pr/
  • 36. Always Make Esther Dyson Catalyst of Start-ups New Mistakes
  • 37. “The Future of PR” Neville Hobson, ABC @jangles October 5, 2012

Notes de l'éditeur

  1. [graphic] The new multi-screen world and understanding cross-platform consumer behaviour.
  2. A job ad requires a Klout score of at least 35.
  3. You cannot simply “layer” social into the enterprise – you must start from a solid foundation.
  4. Social software for business performance report: Deloitte.
  5. [graphic] Social technologies today and their untapped potential: McKinsey.
  6. Social Business:It’s not social mediaYou cannot just layer it onIt is a state of mindIntegral to the heart and soul of your organization