Futurist Gerd Leonhard on The Future Of Communications And Public Relations

www.mediafuturist.com

Gerd Leonhard

[email protected]


March 2008

The Future of Public Relations

1Saturday, March 22, 2008

http://www.mediafuturist.com


mailto:[email protected]

mailto:[email protected]




The basic Mission:

Finding & Being Found





The challenge





Just reading / listening / watching is the past...





Collective Intelligence?

Wisdom of the Masses?





Read

Watch

Listen

Write

ChangeMake



NetworkedIndividuals

Large Companies & Brands IndividualsNetworked

Individuals

Mass Markets >>>>>>>>> Mass PRConsumer Conversations <<<>>> Social Media PR

Large Companies & Brands





Some quick bottom lines...

The truth travels the fastest (but it’s all about timing, too)

We need to give something to receive something (it’s all about PULL, going forward)

Often, we will need to reduce control to get more attention

The switch from Monolog / Broadcast / Push mode to Conversation Mode is tough but crucial

Consumers have ideas, too (there is no monopoly on creativity)

Technology offers great solutions but it’s our assumptions and paradigms that must change first




www.mediafuturist.com Good example for a PULL release





Source: IBM





Individual Engaging Personalized Niche

Enabler that PULLS people in...





So how are the biggest brands doing...?


www.mediafuturist.com Yes? No? Maybe?





How much does this way of being or ‘getting in touch’ matter to YOU?




www.mediafuturist.com The Attention EconomyReal Values Relevancy Personalization Privacy Transparency





Pulling people in





RSS: Next Generation Reading is... Feeding



RSS: Next Generation Reading is... Feeding

Keep in mind: email is for old people ;)24Saturday, March 22, 2008


Creating and maintaining a vortex...




www.mediafuturist.com Start broadcasting!





Brands that influence culture sell more

Culture is the new catalyst for growth





Does your brand have an

Evangelist?Ambassador

Appointed Blogger

Thought Catalyst

Disruptor

Public Activist

Super-Node...





Source: KenRadio.com



Engage those lurking reporters





Blogging benefitsShowing your clients that you are engaged

Establish DDB executives as ‘people that know’

Cheapest form of building your profile i.e. marketing yourself

Easiest way to show your expertise and skills

Great way to network and start new conversations

Generate new business





Blogging: the key questions

Are you ready, in terms of culture / paradigm?

Who will carry the torch, and who will be involved (and how do you increase participation?)

What are the objectives?

Is it clear what’s okay and what’s not?





Bottom Line

If you want bloggers to pay more attention to you, you probably have to start blogging yourself





The Dell Blogging Experiment

Building Credibility thru

Dialog





A Corporate Weblog Rulebook (Scoble, 2003, and Gerd, 2008)

Write with authority

Talk about yourself and what’s real to YOU

Tell the truth (yes, always), if you don’t know just say so

Use a human, personal voice

Use the best new technologies and web gadgets

Have (grow) a thick skin

Admit mistakes and problems

Underpromise & over-deliver

Syndicate widely

Employ text, audio, video...





User-based:

• Content

• Context

• Conversation

May I suggest a new definition...




www.mediafuturist.com And who’s out there doing this?





Transparency = TrustTrust = Influence





New horizons in TRUST





Trust Landscape (adapted from Edelmann)

‘Business’ has recovered from 2002 lowest trust pointIn the West, ‘Government’ is at a low point The developing world puts far more trust and faith in

business than does the developed worldTechnology is the only globally trusted industry sector American companies face a lack of trust in Europe

New attributes matter in building trust:PersonalizationLocalization Developing reputation from the “inside-out”CEO is important but often not sufficient





Developing nations trust advertising more




The phone is the first truly Personal MediumThe phone is a Communication and Creation tool that’s always with you

The power of the mobile phone ...





The power of the mobile phone

Imagine 4 Billion people receiving customized, opted-in

and 100% personalized PR feeds





Become a Super-Node in those online conversations that relate to your business





Reduce Control to Get more Share





Medical knowledge doubles every 6 years.

Kids in school today will work in jobs that don’t even exist yet.

Start a Knowledge

Bank

Facing the Knowledge challenge




Futurist Gerd Leonhard on The Future Of Communications And Public Relations

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Transcript of Futurist Gerd Leonhard on The Future Of Communications And Public Relations