PRSI Int PR Conf 2011 Day 1 PR is no longer just about media relations by Robert Pickard
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PRSI Int PR Conf 2011 Day 1 PR is no longer just about media relations by Robert Pickard
- 1. Public relations on the fast track Managing corporate reputation through strategic stakeholder relationships By: Bob Pickard
- 2. Sweet Smell of Success (1957) A publicist pitching a journalist BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
- 3. BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
- 4. Sigmund Freud had an American nephew BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
- 5. Bernays has been called the âFather of Modern PRâ BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
- 6. Public relations has âscientificâ roots ď§ Bernays defined a PR professional as a âpracticing social scientistâ whose âcompetence is like that of the industrial engineer, the management engineer, or the investment counselor in their respective fields.â ď§ He said that to assist clients, public relations counselors use and apply their understanding of behavioral sciences such as anthropology, history, social psychology, and sociology. BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
- 7. Analogue public relations ⢠Based on relationships with face-to-face key ⢠There was attention span & focused thinking ⢠Analogue methods ⢠Primitive technology ⢠Deliberate and slow ⢠Text was King ⢠Ample time for stories ⢠We measured media BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
- 8. Digital public relations ⢠PR becoming more a science ⢠E-relationships ⢠Digital methods ⢠No attention span; distraction is a constant ⢠People continuously online ⢠Technology massively propagates pictures, videos and ephemera ⢠âContentâ is King ⢠Scant time for stories ⢠We measure impact BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
- 9. What are we looking at? BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
- 10. What are we thinking about? PR is all in the mind⌠BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
- 11. Tapping into the unconscious mind unconscious thoughts, feelings, and desires decisions drive purchasing BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
- 12. The Brand in the Story Product placement is intrusive â breaks the narrative flow
- 13. The Brand as the Story Product placement is unobtrusive â incorporated into the narrative flow
- 14. the story is the most important things a company needs to tell its target audiences⌠âŚso that those people will do and think what we want them to do or think BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
- 15. The rise of Asia in the world of PR? BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
- 16. The Digital Opportunity for Asia 1960s The rise of Japan 1990s The rise of Korea 2000s The rise of China 2010s The rise of Indonesia
- 17. The worldâs largest economies (trillion current USD) Source: Citibank Global Economic Review February 21 2011 BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
- 18. Composition of world nominal GDP 2010 10% 2030 North America 16% 2050 8% 29% 26% Latin America 8% 45% 8% Western Europe 49% 8% Eastern Europe 6% 13% 6% 6% ME / Africa 25% 7% Asia Pacific 11% 19% Source: Citibank Global Economic Review February 21 2011 BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
- 19. 34% of the worldâs top 2000 companies are headquartered in Asia Trading 83% Technology Equipment 55% Capital Goods 53% Transportation 52% Consumer Durables 47% Banking 42% Constuction 39% Materials 37% Chemical 36% Source: Forbes Global 2000 list
- 20. Social media is endemic in AsiaâŚ
- 21. âŚbut companies have been slow to engage Percentage of companies with at least one branded social media channel Global 80% Asia 40% Source: Global data from Burson-Marsteller Global Fortune 100 Social Media Checkup 2010 Asia data from Burson-Marsteller Asia-Pacific Social Media Study 2010
- 22. Not any more Percentage of companies with at least one branded social media channel 81% Global 84% 40% Asia 80% 2010 2011 Source: Global data from Burson-Marsteller Global Fortune 100 Social Media Checkup 2011 Asia data from Burson-Marsteller Asia-Pacific Social Media Study 2011
- 23. Multiple streams 2010 2011 60% 31% 24% 17% 19% 19% 14% 8% 3% 5% Three channels Two channels One channel None All channels Number of company social media channels used solely or in part for corporate communications & marketing purposes Source: Burson-Marsteller Asia-Pacific Social Media Study 2011
- 24. Multiple platforms 2010 2011 30% 28% 20% 18% 12% 12% 9% 8% Microblogs Social Corporate Video Networks Blogs Percentage of companies with an active branded presence on each social media channel Source: Burson-Marsteller Asia-Pacific Social Media Study 2011
- 25. Different patterns of engagement⌠Percentage of companies with a branded presence on each social media channel Australia 90% 50% 50% China 80% 90% 50% 30% Hong Kong 60% 70% 10% 30% India 70% 70% 20% 40% Indonesia 50% 40% 20% 30% Japan 70% 40% 70% South Korea 90% 70% 90% 60% Malaysia 80% 100% 20% 80% Philippines 50% 40% 10% 40% Microblogs Singapore 30% 30% 50% Social Networks Taiwan 20% 40% 30% Corporate Blogs Thailand 70% 90% 10% 70% Video sharing Source: Burson-Marsteller Asia-Pacific Social Media Study 2011
- 26. âŚtraditional areas of focus 6% 8% Media & Influencer Relations 33% Corporate Social Responsibility Leadership Communications 20% Thought Leadership Crisis/Issue Management Recruitment Marketing 10% 23% Percentage of corporate marketing or communications posts to company social media channels across Asia-Pacific Source: Burson-Marsteller Asia-Pacific Social Media Study 2011
- 27. In it for the long run? Active Inactive 77% 62% 53% 54% 47% 46% 38% 23% Micro-blogs Social Corporate Video Networks Blogs Sharing Active defined as at least one post during the period July 01-15 2011 Source: Burson-Marsteller Asia-Pacific Social Media Study 2011
- 28. To integrate, or⌠Home Page Integration Social Sharing Tools Australia 50% 50% China 20% 10% Hong Kong 20% 30% India 50% 20% Indonesia 20% 20% Japan 40% 40% South Korea 70% 0% Malaysia 60% 40% Philippines 30% 20% Singapore 20% 20% Taiwan 20% 20% Thailand 50% 0%
- 29. Increasing online interest in Asian MNC content⌠Average of 121,257 âLikesâ per page â Up 406% yoy Global average of âLikesâ per page â Up 115% yoy Average of 7,574 âFollowersâ â Up 328% yoy Global average of 5,076 âFollowersâ â Up 241% yoy Average of 1,856,365 âViewsâ Global average of 680,747 âViewsâ Source: Burson-Marsteller Global Fortune 100 Social Media Checkup 2011
- 30. Persuasion 1.0 âMake the other person feel important and do it sincerely.â BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
- 31. Persuasion 2.0 When people commit themselves in public to something, they have created a new âimage templateâ of themselves People will do and say whatever is necessary to conform with their new public image BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
- 32. The death of deference
- 34. ZZZ⌠Online Sentiment Around Asian Corporate Brands 1% 3% 3% Mixed Positive Neutral 93% Negative Source: Burson-Marsteller Asia-Pacific Based on a review of 492,838 mentions of prominent Asian brands in online forums BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
- 36. The rise of digital storytelling
- 38. Everything that famously goes wrong is now called a âPR disasterâ BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
- 39. 12 months away from a digital crisis? http://www.slideshare.net/bmasia/bursonmarsteller-digital-crisis-communications-study
- 41. Companies unsure how to proceed⌠http://www.slideshare.net/bmasia/bursonmarsteller-digital-crisis-communications-study
- 42. Be prepared to apologize BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
- 43. The New Challenge for Communicators
- 44. ââŚthe past is over and it is the future that beckons to us now.â Jawaharlal Nehru
- 46. Photo Credits Slide 4/5 http://www.flickr.com/photos/pedromourapinheiro/5075612989 Slide 6 http://www.flickr.com/photos/41864721@N00/3055718118 Slide 7 http://www.flickr.com/photos/69805768@N00/3292899689 Slide 8 http://www.flickr.com/photos/xiaming/1369788004 Slide 9 http://www.flickr.com/photos/51822611@N06/5229455183 Slide 10 http://www.flickr.com/photos/85494010@N00/84202849 All other images from Microsoft or Wikimedia Commons Flickr images sourced through http://compfight.com/
- 47. Burson-Marsteller Asia-Pacific Find us online