I'm attending Edelman's academic summit for the second time, this year at Georgetown University. Not going to try to blog it all -- based on last year's experience I know there's too much for one person to keep up with. But, I'll do what I can. First up: "From PR to Public Engagement: The Opportunity for the Industry," a talk by Richard Edelman.
Edelman said that Jeff Jarvis forecasted the end of PR, but he wants to challenge that, arguing that there is a role for PR. The hypothesis: PR has an enormous opportunity in a world of expersion, where authoridty is dispersed, where trust is created through continuous conversation, etc.
Edelman noted that we're in a period of profound tectonic shift. For example, people expect a relationship with companies/brand; we are witnessing the rise of activist government; there's been profound chage of behavior and rise of new influences. Also, we're seeing a loss of trust in authority figures.
Part I
1. complete meltdown of the old media models
2. dispersion of authority -- people use 8 sources of info, but spend less time on each
3. More media consumption, but a different mix -- digital pennies replacing print ad dollars; reliance on TV down but videogames, SMS, etc. up
4. 90% of all web traffic goes through search; PR must be in that game
5. Online video (breadth and quality) improving
Implications: the pitch and catch model eroding; different news approach, i.e. continous filing, more video; mass is dead, so put content in more places; less control of message, more sources; pay for play
Part II introducing public engagement
Edelman argues that the Milton Friedman approach of shareholder value is now outmoded. Social value as well as shareholder value has to be considered.
Tenets: Action and words (do and say)
Integrated into search (rethinking content and outreach based on how people think/talk about and look for things they need)
Engage with influencers
Democratic and decentralized
Inform the conversation, quick, informal transparent
Every company is a media company
Omnipresent: when people open a door, we must be there
Explanation:
1. Advisor on policy -- social responsblitity, new level of relationship with influencers such as NGOs, research to discern attitudes of influencers (new and established)
2. Search: a necessity -- PR can help with reputational search, use key words high up in press materials; social search (example: searches within Twitter), put embassies inside social networks that discuss mutal benefit
3. Mobilizing the influentials and amplifiers (democratic and decentralized) -- involve those with connection to company/brand: employees, shareholders, retirees, cutomers, suppliers, communities; influencers are thought starters, so work to start conversation
4. Inform the conversation -- go where the people are (blogs, Facebook, Twitter), don't expect them to come to you, post where they are. Example: create utilities such as iPhone app or widget, offer valuable insight
5. Every company is a media company -- depth of content and objective tone on subjects in the sweet spot; allow users to repurpose content, make available on a range of platforms, curate (aggregate the best conversations around given product categoies). Don't just build destination sites to attract supporters; export social features to all sites
6. We must be present everywhere -- must hear a message 3-5 times in order to achieve belief (because trust has been broken and because of partial attention). Adapt mesage and style to forum (entertain on YouTube, conversation on Facebook, etc.)
7. Democratic and decentralized -- facilitate repurposing, post the good and the bad, enable the "Vox Populi"
Act III: how public engagement works
Do, not just say -- Edelman provided some examples of things that get people to act. Example: get people to complete a fuel saving module for Shell Oil to get discount; Butterball -- turkey tips not just on helpline but Web chats, mobile texting, worked with "Top Chef" on Bravo.
Addition: here are Richard Edelman's slides.
Incredibly useful information. Thanks for posting it. I particularly like your easy to understand explanations (#4 is great)for the tenets. I can't wait to incorporate this stuff into my presentation next week. I'll be sure to add your blog as a reference! Can't wait to read more from the summit!
Posted by: Kristina Summers | June 10, 2009 at 08:53 AM
Glad it was helpful! I thought it was an interesting talk. I also just got the link for his slides, which I am adding to the post.
Posted by: Karen Russell | June 12, 2009 at 07:49 AM