Cluetrain and beyond for corporate communications and public relations
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STUART BRUCE CLUETRAIN AND BEYOND Public Relations and New Media Post-graduate MA | business | public relations | marketing | communications @stuartbruce
Cluetrain and beyond for corporate communications and public relations
More than 10 years on what are the current implications of The Cluetrain Manifesto for corporate communications and public relations? Created for a lecture to post-graduate MA communications, public relations, marketing and business students at Leeds Metropolitan University.
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1. CLUETRAIN AND BEYONDPublic Relations and New
MediaPost-graduate MA | business | public relations | marketing |
communicationsSTUART BRUCE@stuartbruce
2. @stuartbruce stuartbruce.biz
3. Stuart Bruce@stuartbruce stuartbruce.biz
4. PUBLIC RELATIONSthe future in 2013 and beyond
5. @stuartbruce stuartbruce.biz Picture source: Wikipedia
6. It is difficult, indeeddangerous, to underestimate the huge
changes this revolution will bring or the power of developing
technologies to build and destroy not just companies, but whole
countries.@stuartbruce stuartbruce.biz
7. He wasnt wrongRupert Murdoch @stuartbruce stuartbruce.biz
Arab Spring
8. @stuartbruce stuartbruce.biz
9. THE CLUETRAINMANIFESTOThe End of Business As UsualRick
Levine, Christopher Locke, Doc Searls and DavidWeinberger
10. Published 1999 (in print 2000) a set of 95 theses organized
and put forward as a manifesto, or call to action, for all
businesses operating within what is suggested to be a
newly-connected marketplace. The ideas put forward within the
manifesto aim to examine the impact of the Internet on both markets
(consumers) and organizations. In addition, as both consumers and
organizations are able to utilize theInternet and Intranets to
establish a previously unavailablelevel of communication both
within and between these two groups, the manifesto suggests that
changes will be required from organizations as they respond to the
new marketplace environment. Wikipedia (February, 2013)@stuartbruce
stuartbruce.biz
11. 95 theses16: Markets are Conversations7: Hyperlinks Subvert
Hierarchy813: Connection between the new markets andcompanies14 25:
Organizations entering the marketplace2640: Marketing and
Organizational Response4152: Intranets and the impact to
organization controland structure5371: Connecting the Internet
marketplace withcorporate Intranets7295: New Market
Expectations@stuartbruce stuartbruce.biz
12. Summarised by the authors A powerful global conversation
has begun. Through the Internet, people are discovering and
inventing new ways to share relevant knowledge with blinding speed.
As a direct result, markets are getting smarterand getting smarter
faster than most companies.@stuartbruce stuartbruce.biz
13. Stuarts summary How the internet actually is People talking
to each other, rather than what business thinks it is people
buying@stuartbruce stuartbruce.biz
14. Theses No 26 (out of 95) Public Relations does not relate
to the public.Companies are deeply afraid of their
markets@stuartbruce stuartbruce.biz
15. Definitions of public relations Public relations is about
reputation - the result of what you do, what you say and what
others say about you. Public relations is the discipline which
looks after reputation, with the aim of earning understanding and
support and influencing opinion and behaviour. It is the planned
and sustained effort to establish and maintain goodwill and mutual
understanding between an organisation and its publics. Chartered
Institute of Public Relations (CIPR) "Public relations is a
management function whichtabulates public attitudes, defines the
policies, procedures and interest of an organization followed by
executing a program of action to earn public understanding and
acceptance. Edward Bernays@stuartbruce stuartbruce.biz
16. Definitions of public relations Public relations is about
reputation - the result of what you do, what you say and what
others say about you. Public relations is the discipline which
looks after reputation, with the aim of earning understanding and
support and influencing opinion and behaviour. It is the planned
and sustained effort to establish and maintain goodwill and mutual
understanding between an organisation and its publics. Chartered
Institute of Public Relations (CIPR) "Public relations is a
management function whichtabulates public attitudes, defines the
policies, procedures and interest of an organization followed by
executing a program of action to earn public understanding and
acceptance. Edward Bernays@stuartbruce stuartbruce.biz
17. Definitions of public relations Public relations is about
reputation - the result of what you do, what you say and what
others say about you. Public relations is the discipline which
looks after reputation, with the aim of earning understanding and
support and influencing opinion and behaviour. It is the planned
and sustained effort to establish and maintain goodwill and mutual
understanding between an organisation and its publics. Chartered
Institute of Public Relations (CIPR) "Public relations is a
management function whichtabulates public attitudes, defines the
policies, procedures and interest of an organization followed by
executing a program of action to earn public understanding and
acceptance. Edward Bernays@stuartbruce stuartbruce.biz
18. Learning to speak like a human isnt a parlour trick.
Cluetrain Manifesto, 20th Century@stuartbruce stuartbruce.biz
19. @stuartbruce stuartbruce.biz
20. The Cluetrain Manifesto asks the right questions, but does
it provide the right answers?@stuartbruce stuartbruce.biz
21. Is there a better way? Classic Cluetrain: Allow every
employee to blog or use social media Cluetrain reality: Many
employees are using social media personally, some of them need to
do it officially@stuartbruce stuartbruce.biz
22. IS THERE A FUTURE FORPR?
23. Alistair CampbellSpeed Communications launch of Brand
Anarchy by Stephen Waddington and Steve Earl@stuartbruce
stuartbruce.biz
24. Hugh MacLeod@stuartbruce stuartbruce.biz
25. Holmes Report: Global PR Summit 2012A recent Forrester
Research, presented at the Global PRSummit in Miami in October 2012
says the PR agency ofthe future will: Think less about channels
Develop a holistic approach Integrate channels and services Help
drive both brands and corporate reputation@stuartbruce
stuartbruce.biz
26. Holmes Report: Global PR Summit 2012During the Holmes
Global PR Summit Marc Pritchard,Global Marketing and Brand Building
Officer for Proctorand Gamble (P&G) invited PR companies to:
take the leadership role the discipline deserves in the
Conversation Age@stuartbruce stuartbruce.biz
27. Is the public relations profession ready?The Forrester
Research shows that clients give low marksto PR firms, when it
comes to delivering big, strategicideas, solidly grounded in
insights and foresights. Whether on the consumer PR side, or on the
corporate one, its first of all about understanding whats in
peoples mind, where the society goes@stuartbruce
stuartbruce.biz
28. Big trends for public relations in 2013 Search Mobile Video
Influence Data Content@stuartbruce stuartbruce.biz
29. Pedagogy: learning by doing@stuartbruce
stuartbruce.biz
30. DAVOS 2013World Communication Forum
31. World Communication Forum, Davos Old PR v New PR Global v.
local Search Content Viral change Advocacy@stuartbruce
stuartbruce.biz
32. Dr Leandro Herrero, Viral Change@stuartbruce
stuartbruce.biz
33. Dr Leandro Herrero, Viral Change Ambassadors are too
passive, you want activists@stuartbruce stuartbruce.biz