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World PR ForumPreview презентация
Содержание
- 1. World PR ForumPreview
- 6. Changing media
- 10. A changing profession
- 12. The fragmentation of media and
- 14. Command and control is an illusion.
- 18. We have access, unlike ever
- 20. Content in all its forms
- 23. Public relations should be
- 25. The future of the
- 27. There is an inherent
- 28. Evolution of public relations
- 31. The future of organisational communication
World PR Forum preview Source: World PR Forum, Madrid, September 2014
Слайд 3
Trust and reputation
“The value of reputation and trust has never been
more recognised at board level.”
Ketchum
Ketchum
Source: Ketchum Leadership Communication Monitor, May 2014
Слайд 4
Shift to social business
“Social media has a role within every area
of a modern organisation.”
McKinsey
McKinsey
Source: Finding your digital sweet spot, McKinsey, McKinsey, November 2013
Слайд 7
Mobile and tablet overtakes PC
In 2013 sales of mobile device surpassed
PCs.
Source: Internet Trends 2014, KPCB, May 2014
Слайд 8
Media change: digital growth
We’re firmly in the era of mobile media.
Source:
Only digital media sees growth in daily consumption, Statista, April 2014
Слайд 9
Media obsession
Social media is the dominant form of media for Millennials.
Source:
Millennials rack up 18 hours of media use per day, Statista, March 2014
Слайд 12
The fragmentation of media and shift to social forms of media
is the narrative of the last decade.
We’re shifting from broadcast as a means of communication with an audience to two-way communication.
Слайд 14
Command and control is an illusion. The fragmentation of traditional media
and the rise of social media has brought reputational management into sharp focus like never before.
Brands are running scared because those connections are multiplying beyond their control and audiences have started to answer back.
Brands are running scared because those connections are multiplying beyond their control and audiences have started to answer back.
Слайд 18
We have access, unlike ever before, to data to understand audiences
and listen to what they think about us, our products and services, competitors and a market.
The social web is a massive market research exercise that no has ever commissioned.
The social web is a massive market research exercise that no has ever commissioned.
Слайд 19
Source: 2013 Benchmarks, Budgets and Trends, Content Marketing Institute, November 2012
#4
Content
Слайд 20
Content in all its forms is the drum beat of public
relations campaigns. We need to get out of our comfort zone of text and images.
A modern practitioner needs to be confident in working, and ideally producing, all forms of content.
A modern practitioner needs to be confident in working, and ideally producing, all forms of content.
Слайд 21
“Organisations are obsessed with pushing brand and product messages. They want
to appear cool and feel good about themselves rather than engage with their audiences.”
Tom Foremski
Tom Foremski
#5 Corporate media
Source: Tom Foremski: Corporate media could replace traditional media, but must be audience led, Ketchum blog, May 2013
Слайд 23
Public relations should be rooted in a listening and a two-way
dialogue. Think 20/80 or even 10/90.
Слайд 25
The future of the media like the future of public relations
is a work in progress.
If you want to maximise how many people in your community your content reaches on Facebook, Twitter or YouTube, you’ll need a paid element.
If you want to maximise how many people in your community your content reaches on Facebook, Twitter or YouTube, you’ll need a paid element.
Слайд 27
There is an inherent contradiction between this regimented approach to corporate
communications and the dynamism and pace of social networks.
Communicators must balance the agenda of a corporate organisation with content to drive engagement around real time events.
Communicators must balance the agenda of a corporate organisation with content to drive engagement around real time events.
