The Brave New World - Chartered Institute of Public Relations
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Transcript The Brave New World - Chartered Institute of Public Relations
Presentation for CIPR Northern Conference, 2011
The Brave New Of
Social Media World
Kevin Read, Managing Director,
Bell Pottinger Business & Brand
“Nothing is so painful to the human
mind as a great and sudden change.”
Mary Shelley
The Old Way
How Life Has Changed
The Business Benefits
More innovation
More effective marketing
Better access to knowledge
Lower cost of doing business
Higher revenues
Networked companies
Source: McKinsey & Co.
Client Gains
• Better interactions with customers
• Increased customer awareness/understanding
of products
• Improved customer satisfaction
• Faster access to expertise outside a company
Source: McKinsey & Co.
“From Broadcast …
…to Dialogue”
The New Considerations
Community
Conversation
Content
What Clients Are Demanding
Channel neutral responses
More value for money
Integration of media relations with social
media
Longer lasting campaigns
More measurable results
How Consultancies Are Adapting
Identifying skills gaps
Providing coaching/training/qualifications –
re: social media
Integrating digital solutions
Looking at new ways to measure impact
Planning longer campaigns
Greater use of seeding and media story
follow-up
New Thinking
Social Media Impact
Spike and Curve
The Three Cs:
The Spike Of Media Relations
Adding Social Media Content
Reaching Communities Directly
Stimulate Conversations
IMPACT
Content, Community,
Conversation
MEDIA
RELATIONS
3) CONVERSATIONS
2) COMMUNITIES
MAPPING
DIRECT REACH
PRE-ALERT
1) CONTENT
VIDEO, SOUND, PICTURES
MEDIA
RELATIONS
TIME
STIMULATE
OPINIONS
RE-REACH
Case Study
Impact
Nuts and Bolts
Unilever Sustainable Living Plan Results
14
Down The Line
•
•
•
•
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Web 2.0 integrated into daily work
Increased information sharing
Less hierarchical information flows
Collaboration across silos
Tasks tackled in project based way
Final Thoughts
• Social media is transforming PR
• The power of the ‘traditional’ journalist will
continue to decline
• ‘Broadcast’ is rapidly being displaced by
‘dialogue’
• New entrants to the profession – will need to
master integrated approaches (the 3Cs)
• In the future PRs will be the both the shaper
and stimulator of conversations
Contact
Kevin Read
Managing Director
Bell Pottinger Business & Brand
5th Floor
Holborn Gate
26 Southampton Buildings
London
WC2A 1BP
Tel: 020 7861 2467
Email: [email protected]