This document discusses the changing landscape of public relations (PR) and the rise of social media. It notes that PR must now embrace transparency and conversations on social platforms. The new PR puts the public back into PR by using the power of online conversations. It also discusses adapting roles and organizations to this new environment through community management, content creation, and building relationships with influencers. The document provides examples of how some companies are effectively navigating this change.

1. The New PR
How to Become A
Nathaniel
Brand Hansen
Among
Friends Eleftherios
Hatziioannou
Nov 7th, 2012
Portoroz, Slovenia

2. WELCOME
NICE TO MEET YOU:
• YOUR NAME, AGE, HOMETOWN
• ROLE, COMPANY, INDUSTRY
• EXPERIENCE/ LEARNINGS
• EXPECTATIONS/ WISHES
• YOUR PERSONAL STORIES

3. COMMUNICATION
50% LISTENING
50% TALKING

4. IT´S REAL. IT´S HERE.
´ ´

5. WHAT
HAPPENED?

6. INTERNET OF DATA

7. ME
INTERNET OF PEOPLE

8. ativity
In novation, Cre
Self- Challenges,
Actualization
)
Ego (esteem
tus
Prestige, Sta
ging) Love, Accep
tance
S ocial (Belon
fety,
Physical Sa
ty / Security
ecurity
Economic S
Safe
Survival
, Sleep…
Water, Food
THE UNDERLYING HUMAN
NEEDS #MASLOW

9. SOCIAL MEDIA EMPOWER
HUMAN BEINGS

10. WOR(L)D OF MOUTH

11. 2 REASONS
WHY THIS
IS NOT
A FAD…

12. 1. HUMAN BEHAVIOUR
#DIGITAL_NATIVES

13. 2. TECH & INNOVATION
#MOBILE_BOOM

14. COFFEE & CONVERSATION

15. WHAT´S THE
IMPACT
ON PR?

16. PR UNDER PRESSURE

17. DEEP TRANSPARENCY

18. > 100.000
LIKES
> 50.000
COMMENTS
IN A FEW DAYS!
SHIT(STORM) HAPPENS
VODAFONE (07/12)

19. IT BRINGS ALSO
HUGE OPPORTUNITY

20. THE NEW
PR…

21. ...PUTS THE PUBLIC
BACK IN PR

22. ...USES THE POWER OF
CONVERSATIONS

23. R&D Prospects
PR
Customers
Marketing
Sales
Your Key Influencers
Brand
HR
Bloggers
Legal
PM Competitors
...EMBRACES THE OTHER
VOICES OUT THERE.

24. EXAMPLE: COCA COLA

25. ... ADAPTS & CREATES NEW
ROLES/ORGANIZATION

26. ...DEVELOPS A PLAN
OF RESPONSE

27. ...COMBINES THE BEST
OF TECHNOLOGY

28. WITH THE BEST OF PEOPLE

29. One machine can
do the work of 50
ordinary men.
No machine can
do the work of
one extraordinary
man.
- Elbert Hubbard

30. COFFEE & CONVERSATION

31. OUR
METHOD

32. PEOPLE
1 2 3
SOCIAL CONTENT (INFLUENCER)
BUSINESS PRODUCTION/ RELATIONSHIP
INTEL DISTRIBUTION MANAGEMENT
TECHNOLOGY
IT TAKES TECH & PEOPLE

33. 1. SOCIAL BUSINESS INTEL

34. LET`S TAKE
A CLOSER LOOK

35. STUDY THE
CONVERSATIONS GOING ON

36. IDENTIFY THE INFLUENCERS

37. PLATFORMS
INFLUENCERS
INTERESTS
REACH
INSIGHTS & ACTIONS

38. INFORM LEADERSHIP
ABOUT THE KEY LEARNINGS

39. 2. CREATE VALUE
ADDING CONTENT.

40. SET UP AN
EDITORIAL CALENDAR

41. NON-BRANDED ACCOUNTS
FOR TESTING CONTENT

42. 3. INFLUENCER RELAT.
MANAGEMENT

43. 1 Add value and simply be helpful
2 Be open and honest
3 Speak their language (insiders vs. outsiders)
4 Listen and be approachable
5 Be like a true friend/ human being
6 Show appreciation and gratitude
7 Talk with them not to them
8 Create a positive atmosphere (humour/ fun)
9 Don`t be afraid of failure and mistakes
10 Lean back and set the stage for them
OUR GOLDEN RULES OF
COMMUNITY MANAGEMENT

44. EXAMPLE: WALMART MOMS

45. THE NEW PR BY JIVE

46. YOUR
BRAND
BECOME A BRAND
AMONG FRIENDS

47. THANK
YOU
CONTACT US
-ANYTIME-
lefti@peopleizers.com
nathaniel@thesocializers.com

48. AND THE WINNER IS...