President  2013  Interna0onal  Public  Rela0ons  Associa0on  

Founder  &  CEO  Open  Agency  France  christophe@openagency.fr  

@cginisty  

Christophe  Ginisty  

WHERE  IS  PR  GOING?    WHAT  IS  THE  FUTURE  OU  OUR  PRACTICE?  

First,  let’s  define  what  we  call  Public  Rela0ons…  

1984  “Public  rela0ons  is  the  prac0ce  of  managing    

the  spread  of  informa0on  between  an  individual  or  an  organiza0on  and  the  public”  

2012  “Public  rela0ons  is  a  strategic  communica0on  process  that  builds  mutually  beneficial  rela0onships  between  

organiza0ons  and  their  publics.”  

“As  far  as  tourism  is  concerned,  the  only  thing  Egypt  needs  now  is  Public  Rela<ons  in  order  to  establish  new  rela<onships  with  tourists  from  all  over  the  world  and  convince  them  to  come  again.”  Hisham  Zaazou    

“Public  rela0ons  is  the  

prac0ce  of  managing  the  

spread  of  informa0on  between  an  

individual  or  an  organiza0on  

and  the  public”  

“Public  rela0ons  is  a  strategic  communica0on  process  that  builds  mutually  beneficial  rela0onships  between  organiza0ons  and  their  publics.”  

2012  1984  

“Public  rela0ons  is  a  strategic  communica0on  process  that  builds  mutually  beneficial  rela0onships  between  organiza0ons  and  their  publics.”  

How do we

build this?!

8  rules  to  establish    (and  maintain)  mutually  beneficial  rela0onships  

1. Get to know each other

2. Think “allied”, not enemies

3. Give reasons to be trusted

4. Express how much you care

5. Create links based on openness

6. Foster alternative points of view

7. Share power to create

8. Take distance and time to plan

“Life  is  the  con0nuous  adjustment  of    

internal  rela0ons  to  external  rela0ons”    

Herbert  Spencer  (1820-­‐1903)  

Merci  beaucoup  !