International Public Relations Association

Public Relations in transition An historical metamorphosis

Christophe Ginisty

IPRA President elect 2013

European Technology / Digital evangelist @Edelman EMEA

Twitter:@cginisty

International Public Relations Association

“Public relations is a strategic communication process that builds

mutually beneficial relationships between organizations and their publics.”

International Public Relations Association

How can you build mutually beneficial relationships between organizations and

their publics in a connected world? And what is changing now?

International Public Relations Association

THE BIG BANG

International Public Relations Association

2011 Informed Public

2012 Informed Public

29%

22%

8%

13%

32%

26%

14% 16%

10% + 18% +

75% + 23% +

TRUST IN INFORMATION SOURCES

ONLINE MULTIPLE SOURCES

TRADITIONAL SOCIAL MEDIA CORPORATE

International Public Relations Association

The web has evolved from information to transactions to social interactions, transforming passive users into participants :

people are now expecting to have an impact and being considered individually.

International Public Relations Association

changes

Corporations Education

Media Governments

International Public Relations Association

Corporations

Top down communications are not effective

Conversations are « always on »

Vulnerabilities are increasing

The need for purpose has never been that high

Ethical behaviors are a must

Internal coms are an integral part of PR

Crisis situations will be increase tremendously

International Public Relations Association

29%

38%

46%

50%

50%

65%

66%

68%

Government official or regulator

CEO

Financial or industry analyst

NGO representative

Regular employee

A person like yourself

Technical expert in the company

Academic or expert

34%

43%

43%

47%

50%

53%

64%

70%

Regular employee

Government official or regulator

A person like yourself

NGO representative

CEO

Financial or industry analyst

Technical expert in the company

Academic or expert

2012 2011

CEO

+ 22

+ 16

CEO

International Public Relations Association

International Public Relations Association

Consumers will praise… and punish

International Public Relations Association

Media

TRADITIONAL HYBRID

SOCIAL OWNED

SEARCH

Niche publications sites and professional blogs

Owned media: Websites, portals, Corporate blogs, Apps & mobile

Global & local Social networks,

Message boards, forums, Blogosphere

Traditional media: Mainstream outlets,

TVs and Radios, Trades

International Public Relations Association

50%

TRUST IN MEDIA

2011 Informed Public

2012 Informed Public

Trust Trust Steady Trust

N/A N/A

Media only institution to see trust increase

49% 50%

27%

22%

45%

32%

45%

59%

37% 37%

46%

80%

67%

38% 37%

45%

53%

86%

69%

53%

60%

72% 73%

48%

52%

70%

45%

37%

57%

43%

54%

65%

42%

38%

46%

79%

65%

35% 33%

41%

48%

80%

61%

45%

49%

61% 61%

36%

65%

47%

International Public Relations Association

Governments

Radical transparency becomes the citizens’ standard need

International Public Relations Association

14%

16%

18%

18%

16%

19%

16%

17%

41%

52%

54%

56%

65%

65%

66%

67%

PARTNERS WITH BUSINESS NGOS, AND THIRD PARTIES TOADDRESS SOCIETAL ISSUES

CREATES INNOVATIVE PROGRAMS THAT POSITIVELY IMPACTLOCAL COMMUNITIES

PROVIDES NATIONAL TRAINING PROGRAMS TO CREATEEMPLOYMENT OPPORTUNITIES

WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT

COMMUNICATES FREQUENTLY AND HONESTLY

EFFECTIVELY MANAGES THE FINANCIAL AFFAIRS OF THECOUNTRY

HAS TRANSPARENT AND OPEN PRACTICES

LISTENS TO CITIZENS' NEEDS AND FEEDBACK

Government Importance

Government Performance

-50

-50

-46

-49

-38

-36

-36

-27

Government not meeting public’s expectations

International Public Relations Association

Education

PR pros

Editors

Community managers

PR pros

Human science

spécialists

CRM experts

International Public Relations Association

“The biggest challenge to PR professionals is to deal now with people that did not

know before when they were only dealing with influencers or journalists”

International Public Relations Association

Thank you very much.