From PR to Public Engagement by Edelman

From PR to Public Engagement: The Opportunity for the Industry

Georgetown University | Washington, DC | June 10, 2009

The Hypothesis: From Push to Pull PRâ&#x20AC;&#x2122;s Opportunity in World of Expression

PR has an enormous opportunity in a world of expression, where authority is dispersed, where trust is created through continuous conversation and established media brands must share attention with blogs or consumer generated content Our challenge is to evolve from pitching to informing from control to credibility from one-off stories to continuing conversations from influencing elites to engaging a new cadre of influencers

Tectonic Plates Shifting Era of Citizenship

Rise of Activist Government

People expect a relationship with companies/brands

New shareholder with business demands

Change in Behavior

New Influencers

From what you want to what you need

Loss of trust in authority figures. Rise of employees, ‘average’ person, NGOs

A Play in 3 Acts

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Act I: The Media Revolution Accelerates

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Act II: Introducing Public Engagement

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Act III: How Public Engagement Works

Act I: The Media Revolution Accelerates

“The newspaper world is suffering from a huge decline in readership. The magazine world has readers but no advertisers. Only the broadcasters are making money by charging a premium for fewer viewers!!” Kyle Pope, Former Executive Editor, Portfolio Magazine

Dispersion of Authority

Newspaper readership is down 30%

In 2008 in US more people rely on the Internet (40%) for news than rely on newspapers (35%)

79% of all adults are online â&#x20AC;&#x201C; for an average of 33 hours per week

People will watch 100 million videos on YouTube today

One in 10 Americans online are now on Twitter

40% of all Americans will end a text message today; 90% of those will be read while billions of emails will be deleted without being opened

People visit 114 domains and visit 2500 web pages each month

More Media, Just Different Ones • More media consumption but different mix • Simultaneous use of media (TV and web) by 1/3 of people • Average person now has eight sources of information spending less time on each (Pew study, 2008) • Deep content, narrow focus; not grazing, niche play • Digital pennies replacing print ad dollars; likely to be subscription model for web product ©Edelman, 2009. All rights reserved.

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Web, Mobile and Videogames take share from TV; Behavior Correlated to Age Share of Daily Minutes Across Screen Media

N= 752 Observed Days in Spring and Fall 2008. For additional information, please visit www.researchexcellence.com Copyright 2009 The Nielsen Company. Confidential and proprietary. ÂŠEdelman, 2009. All rights reserved.

Impact on Established Media

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2 Trends in Newspapers: Major city dailies cut back until hyper-local and national/global papers as in UK

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Broadcast loses share to cable

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Magazines winnowed to the top brand in each niche

Impact on Established Media

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Wire services—AP, Bloomberg— expand to fill void

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Stand-alone niche plays such as Business Insider, Politico, Huffington Post, TechCrunch, BreakingViews

Advertising Spend Declines Newspapers; Mag & Radio Hardest Hit

Search is King

90% of all web traffic goes through search News aggregation is 63% of all searches

Social Media is Now Mainstream

Two Thirds of people online now use social networking or blogging

100M active users. Greatest growth is from people age 35-49

Wikipediaâ&#x20AC;&#x201D;120M visitors a month

5.5 billion unique video feeds in April; #2 most popular search engine

Twitter grew 1,382% in last 12 months; More than 7M US visitors in Feb.

23% of mobile users in the UK, and 19% in the US visited social network site

Breadth and quality of online video continuing to improve

Implications for PR

Fewer reporters The pitch and catch model eroding

Different news approach Continual filing, more opinionated, more video and short form content

Mass is dead

Less control of message

Pay for play

More difficult to aggregate audiences

More sources, unpredictable flow of information

Home Depot owns Good Morning America lawn & garden pieces

Act II: Introducing Public Engagement

“It is in the interest of the enterprise to take care of the economic and social environment. To create value for shareholders but also to create value and wealth for customers, employees and regions where the companies operate because our company is an economic and social project.” Frank Riboud, CEO, Danone

Tenets of Public Engagement •

Action and words—What you actually do is central to the ability to communicate

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Integrated into Search—Rethinking content and outreach based on how people think about, talk about and look for the things they need

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Engage with Influencers of all Stripes—begins by actively listening

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Democratic and Decentralized—digital is social and rewards to those who engage based on community rules

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Inform the Conversation—be quick, informal and never deviate from truth and transparency

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Every Company is a Media Company

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Omnipresent—When people open the door, we must be there

1. Advisor on Policy

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Mutual social responsibility

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Private Sector Diplomacy— Engaging with Constituencies

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What to Do in stakeholder society

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Requires new level of relationship with influencers such as NGOs

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Use of research to discern attitudes of new and established influentials

2. Search: A Necessity for Us

4 Types: Paid, Optimized, Reputational, Social— PR can play in the last three categories 1.Optimized search focuses on key words. •

Adapt content to include frequently cited terms—use social media press releases

1.Reputational search premised on key word phrases high up in press materials with very literal meanings. Not in general use. •

Prioritize media outreach on basis of who helps on search—eg. TechCrunch better than WSJ.com behind wall

1.Social search depends on content and relationships. There are more searches being conducted inside social networks such as Twitter. •

Engages embassies inside social networks that discuss mutual benefit

90% of all web traffic goes through search; News aggregation is 63% of all searches

3. Mobilizing the Influentials and Amplifiers Democratic and Decentralized •

Involve those with connection to company/brand including employees, shareholders, retirees, customers, suppliers, communities

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Help people come together in social network with opportunity for consumer generated content and feedback

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Influencers are thought starters—work to start conversation

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Amplifiers can be bloggers, mainstream media who continue discussion

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Key role of analytics – popularity does not equate to influence

Robert Scoble, Scobleizer

Ashton Kutcher, world’s most popular twitterer, but not the most influential

4. Inform the Conversation

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Go to all those who can have credible voices based on passion (frequency of posts or number of links), or expertise (eg. employees)

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Go where the people are (their blogs, Facebook, Twitter), don’t expect them to come to you-post on their blogs

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Create utility such as Recipe app for iPhone app or recycling widget and offer valuable insight

5. Every Company Is a Media Company

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Depth of content and objective tone on subjects in company’s sweet spot — J&J Baby Center, P&G homemadesimple.com, British Airways Metrotwin.com

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Enable access to content that user can repurpose: make them co-creators; then easy to share and update. Use iconic symbols — Frog in Rainforestsos.org, video from Prince of Wales

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Make available on range of platforms-all three devices (cell, pc, tv), using best process such as RSS feed, video on demand

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Can also win through curating – aggregate the best conversations around given product categories

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The future: Don’t just build destination sites to attract to attract users; export social features to all sites as members take social media identities with them as they visit all web sites

6. We Must be Present Everywhere

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Person needs to see or hear something five times in different places from range of spokespeople before believing it

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No longer are stories broken exclusively in mainstream media, then amplified; — Eg. Domino’s pizza crisis

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Adapt message and style to forum — Collaboration on Facebook — Entertaining or compelling on YouTube — Customer service and tips on Twitter

Source: Edelman 2009 Trust Barometer

7. Democratic and Decentralized

• Facilitate re-purposing of Content • Be an aggressor of discussion • Post the good and bad • Enable the “Vox Populi”

The Public Engagement Toolkit Open •

Viral Video

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Ideastorms

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Micro-blogs

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Wikipedia

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Employee/CEO blog

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Issue Aggregator

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MSM interviews

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Pilot Programs

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Influencer Roundtable

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Coalition

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Development

Open Communication

Open Collaboration

Collaboration

Communication •

Podcasts

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Search mktg

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Widgets

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CEO Speeches

Controlled Communication

Controlled Collaboration

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Video contests

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Social nets

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