President  2013  Interna0onal  Public  Rela0ons  Associa0on  

christophe@openagency.fr  

Christophe  Ginisty  

LISTENING  AND  RECEIVING  FEEDBACK  IN  INTELLIGENT  PUBLIC  RELATIONS  

First,  let’s  define  what  we  call  Public  Rela0ons…  

“Public  rela0ons  is  a  strategic  communica0on  process  that  builds  mutually  beneficial  rela0onships  between  

organiza0ons  and  their  publics.”  

So  what  do  we  call  “intelligent”  Public  Rela0ons?  

“Public  rela0ons  is  a  strategic  communica0on  process  that  builds  mutually  beneficial  rela0onships  between  

organiza0ons  and  their  publics.”  

The  «  intelligence  factor  »  relies  on  the  ability  to  create  these  mutually  

beneficial  rela0onships!    

Conversa0ons  are  everywhere  and      

always  on  

The  level  of  trust  dictates  the  online  

ac0vism  

Stakeholders  are  reques0ng  more    ethical  behaviors  

Gamifica0on:  figh0ng  against  a  well  established  organiza0ons  can  be  seen  as  a  game  by  Internet  users  

The  PR  playground  has  become  much  more  

complex  and  demanding  in  every  part  of  the  world  

Be  ready  to  react    fast:  get  today  the  tools  that  may  help  you  tomorrow    

Restore  trust  by  ethical  behaviors    

by  being  as  transparent  as  

possible  

4  pillars  of  Intelligent  Public  Rela0ons  

Monitor,  listen  and  analyse  the  

conversa0ons  on  a  real  0me  basis  

Engage  into  the  conversa0ons    

to  maintain  a  high  level  of  confidence  

—  The  challenge  —    Social  media  explosion  creates  a  permanent  and  some0mes  extravagant  exposure  that  raises  the  level  of  vulnerability  for  every  

organiza0on/personality.    

—  The  opportunity  —    Social  media  offer  organiza0ons  the  ability  to  

measure  and  monitor  what  is  going  on.    This  is  how  to  build  intelligent  public  

rela0ons.  

LISTEN  

ENGAGE  

MONITOR  

LISTENING  HAS  BECOME  

INSTRUMENTAL  AND  MUST  BE  

MANAGED  BEFORE  THE  

ENGAGEMENT  

LISTEN  

ENGAGE  

Listening:  6  steps    Iden0fy  the  influence  bagleground    Iden0fy  the  influencers    Iden0fy  the  conversa0on  topics    Iden0fy  expecta0ons    Prepare  your  organiza0on      Iden0fy  opportuni0es  and  moments  

LISTEN  

ENGAGE  

Influence  bagleground…   What  is  the  ecosystem?    

  Is  there  clearly  iden0fied  opponents?      How  many  people  are  poten0ally  involved?  

  Is  the  topic  linked  to  others?      How  is  the  0me  playing?    

 What  is  under/out  of  control?  

 What  is  the  objec0ve  of  the  organiza0on?    

Asking  the  right  ques0ons  

LISTEN  

ENGAGE  

Influencers…    Is  there  any  exis0ng  influencers?     Who  are  the  idea  starters?     Who  are  the  amplifiers?    

 Who  are  the  curators?     Who  are  the  commentators?    

 Who  are  the  viewers?    

  Do  you  need  to  create  new  influencers?    

Asking  the  right  ques0ons  

LISTEN  

ENGAGE  

Conversa0on  topics…    Is  it  vital?    Is  it  changing  people’s  lives?    Is  it  already  in  the  news?   What  is  the  level  of  controversy?     What  is  the  truth?  Where  is  it?    

  Is  it  linked  to  another  event?      Is  there  any  well  known  symbols?    

Asking  the  right  ques0ons  

LISTEN  

ENGAGE  

Expecta0ons…   What  do  people  reasonably  expect  from  you?  

  How  is  your  current  reputa0on?    Do  people  trust  your  organiza0on?      Do  people  have  enough  informa0on?    Do  people  need  a  specific  knowledge?        How  transparent  can  you  be?    How  friendly  is  your  organiza0on?    

Asking  the  right  ques0ons  

LISTEN  

ENGAGE  

Preparing…    Is  the  organiza0on  informed?  

 What  does  the  internal  audience  think?      Are  you  ready  to  distribute  informa0on?    

 Who  will  be  the  spokespeople?      Is  there  ambassadors?  

  Has  the  Q&A  been  challenged?     What  is  likely  to  happen?    

Asking  the  right  ques0ons  

LISTEN  

ENGAGE  

Moments…    Have  people  asked  you  to  engage?      Is  it  the  right  0me  to  talk?   When  is  the  right  moment  to  respond?    

 When  is  the  right  moment  to  be  silent?    How  fast  interac0ons  must  be?    

  How  long  are  you  ready  to  interact?      Do  you  have  enough  content?    

Asking  the  right  ques0ons  

SMART LISTENING

PLAYGROUND

INFLUENCERS

CONVERSATIONS

EXPECTATIONS

PREPARATION

TIMING

Situa&on   Possible  PR  Ac&on  

Playground  

Influencers  

Conversa0ons  

Expecta0ons  

Prepara0on  

Timing  

Every  discovery  of  the  listening  process  must  be  transformed  into  an  opportunity  to  execute  a  specific  PR  

ac0on  

SMART LISTENING

PLAYGROUND

INFLUENCERS

CONVERSATIONS

EXPECTATIONS

PREPARATION

TIMING RECEIVING  FEEDBACK  IN  INTELLIGENT  

PUBLIC  RELATIONS  REQUIRES  ONGOING  

MONITORING  

Thank  you  very  much!