THE THIRD WAY: PUBLIC ENGAGEMENT

Richard Edelman

New Media Academic Summit

June 23, 2010

I ThesisII LandscapeIII Third Way – Public Engagement

This is not a party broadcast.Don’t panic.

PHASE ONE PAID MEDIA

MASS AUDIENCE

Advertising

PHASE TWO EARNED MEDIA

BROADCAST

Public Relations “Messaging”

RELATIONSHIPS

PHASE THREE OWNED & SOCIAL MEDIA

Viewed by >600,000

in first 24 hrs

Direct Channels

STRATEGIC EQUIVALENCE

“There is now strategic equivalence for the first time between paid, earned and owned media”

Randall RothenbergInteractive Advertising Bureau

Rise of CCO

NEW MANDATE FOR PRBeyond Communications to Strategy & Policy

Performance & Purpose

Consumer Justification

Corporate + Brand

Green is Green

OPERATING IN A WORLD WITHOUT TRUSTWhich stakeholder should be most important to a CEO’s business decisions?

Government3%

7% Employees

11% Society at Large

13% Customers

14% Shareholders

All stakeholders are equally important

52%

Source: 2010 Edelman Trust Barometer: When a CEO makes business decisions for his or her company, which stakeholder SHOULD BE most important to a CEO’s business decisions?

PR IS THE ORGANIZING FORCE

MobilePrint/Broadcast/Radio

Digital Properties

Mainstream

Social

ConsumerJournalismBloggingMobile

Events

Web

Owned

Employee Content

Consumer GeneratedNew Influencers

Public Engagement

New Media

I ThesisII LandscapeIII Third Way– Public Engagement

MEDIA IS MASS & NICHEPlayers differ by country, but trend is consistent

Pre-selected

Mass AppealLong Tail/Niche Content

Pre-defined

People need info from multiple sources, voices and to hear it 3-5

times to believe it

02009

MoviesPrint

Video GamesComputer

MusicTV

700

1999

458

379

MEDIA CONSUMPTION: PEOPLE NOW MULTI-TASKING

Source: Kaiser Family Foundation

Once: 6%

Twice: 16%

3 times: 35%4-5 times: 25%

6-9 times: 6%

10+ times: 5%

DK: 7%

Minutes of media consumed by

8 –18 year-olds per day

3-5 times: 60%

Source: 2010 Edelman Trust Barometer

MEDIA IS SOCIAL & PORTABLEPeople now have a portfolio of information sources

Source: PEW/Various

37%51%61%46%63%33%

internet users contribute to news creation

social networking users get news from people they follow

Americans get their news online vs. 17% from newspapers

Increase in time spent on social networks in ’08, surpassing e-mail

Americans get their news from 4-6 online media platforms daily

of cell phone owners now access news via their phones.

+100% 471M

-7% 120M

+1107% 74M

-22% 47M+6% 52M

+20% 25M+9% 20M

+35% 54M

0% 34M

-44% 15M

+14% 14M

65% 47M

-12% 19M

SOCIAL MEDIA IS LOCAL23% Follow Journalists on Social Networking SitesSocial networking surpassed email by time spent.

MEDIA EVOLVES

Integrated consumer generated content

New Advertising

High-end mediawill be paid, not free

Niche Influencers

CONDÉ NAST MULTIMEDIA APPROACHConsumer Ownership

Content Amplification Time

DigitalMagazines

ExceptionalContent

Mobile

Magazines

WebProperties

DigitalVideo

Events

IntegratedMarketing

Inception

ConsumerJournalismBlogging

I ThesisII LandscapeIII Third Way– Public Engagement

STRATEGIC PIVOT FOR PR

Core Strategy & Creative

Inform the conversation with compelling contentDiscussion & Participation

Dialogue

Execution/Vendor

One-way Communications

Pitching

Earned Media

THE THIRD WAYThe Evolution of PR

Mainstream Media

OwnedMedia

Public Engagement

New Media

SocialMedia

Listen with new intelligenceParticipate in the conversation--real time/all the timeCreate and co-create contentSocialize media relationsChampion open advocacy

Build active partnerships for common good

Embrace and navigate the complexity

TENETS OF PUBLIC ENGAGEMENTAdvancing Shared Interests in a World of Inter-dependence

Increased Trust

Changed Behaviors

Engaged Communities

Commercial Success

NEW APPROACH TO MEDIA RELATIONSRequires VideoPopular Voice

ImmediacyAggregating Content

MULTI-FACETED MEDIA ENGAGEMENT

36 MILLION CHILDREN ENROLLED THROUGH 60,000 SCHOOLS

Outreach to Influencers

CelebrityInvolvement

MediaPartnerships

PublicInvolvement

SOCIAL MEDIA: GO WHERE PEOPLE ARE

(TWITTER PORGRAM)

Digital Embassies + Consumer Generated Content

"We have the most powerful distribution mechanism that has been created in a generation“ -- Mark Zuckerberg, Facebook

"Companies formerly known as advertisers now have to figure out how to create conversation on Facebook...that's how the flavor program developed by marketing firm Edelman Digital enabled Ben and Jerry's to increase its fans from 300,000 to 1 million in just six weeks.“

-- David Kirkpatrick, The Facebook Effect

DIRECT: EVERY COMPANY IS A MEDIA COMPANY

Owned Channels

Viewed by >300,000

people daily

MobilePrint/Broadcast/Radio

Digital Properties

Mainstream

Social

ConsumerJournalismBloggingMobile

Events

Web

Owned

Employee Content

Consumer GeneratedNew Influencers

New Media

NEW MANDATE REQUIRES NEW SKILLS

Public Engagement

ResearchIdeas

Content

-

2.0

4.0

6.0

8.0

10.0

12.0

14.0

16.0

Fore

st St

ewar

dshi

p Co

unci

lEn

viro

nmen

t Age

ncy

BBC

DEFR

ABr

itish

Prin

tEn

viro

wise

Scotti

sh E

nviro

nmen

t Pro

tecti

on A

genc

yO

ffice

Of P

ublic

Sec

tor I

nfor

mati

onCa

rbon

Trus

tTh

e Ca

rbon

neut

ral C

ompa

nyTh

e Sc

ottish

Exe

cutiv

eDO

E NI

Netr

egs

UK G

over

nmen

t Sus

tain

able

Dev

elop

men

tBI

TC HPTh

e Eu

rope

an U

nion

WW

FBu

sines

s Lin

kIS

OPE

FCTh

e Un

ited

Natio

nsTe

ache

rnet

Depa

rtm

ent F

or T

rans

port

BERR

Guar

dian

Prin

t Wee

kNa

tiona

l Ass

embl

y Fo

r Wal

esDe

pt o

f Com

mun

ities

IEM

AGl

obal

Rep

ortin

g In

itiati

veHo

war

d Sm

ith P

aper

Gro

upRo

utle

dge

Euro

pean

Com

issio

nJG

Env

ironm

enta

lPr

intin

g Tal

kLo

ndon

Fash

ion

Wee

kFi

nanc

ial T

imes

Heal

th A

nd S

afet

y Ex

ecuti

veCo

mpu

terw

eekl

y.co

mW

RAP

Tesc

oHe

alth

Pro

tecti

on A

genc

yFr

iend

s Of T

he E

arth

ESRC

Pann

ing

Port

alCA

BEEn

ergy

Star

DCFS

Seac

ourt

Top 50 Influencers in the UK debate on Printing and The Environment

RESEARCH: ENGAGE AUDIENCES WHENEVER AND WHERE-EVER

Identify Idea Starters

New Scientist

Scientific American Cambridge

University Press

Greenpeace International

Provide them with Relevant Content

WHO IN TURN, ENGAGE AMPLIFIERS TO BUILD CONVERSATIONS

Printing and Environment Conversation

Antalis

BBC

Beacon Press

BERR

BITC

Blackwell Publishing

BPBreem

British Print

BSI Gloabl

BSI Group

BTCV

Business Link

CABE CABI

Cabinet Office

Cambridge University Press

Canon

Carbon TrustCBI

Centre For Alternative Technology

Climate Care

Computerweekly.com

DARDNI

DBO

DCFS

DEFRA

Department For Transport

Dept For Culture Media And Sport

Dept of Communities

DFIDDMA

DOE NI

EcotricityEnergy Star

Envergy Saving Trust

Environment Agency

Envirowise

Envisionw

ESRC

EU Energy Star

European Comission

Financial Times

For The Future

Forest Stewardship Council

Forestry CommissionFreecycle

Friends Of The Earth

Future Forests

Geoff Neal Litho

Global Action PlanGlobal Reporting InitiativeGood Energy

GPS Colour Graphics

Green Dot ComplianceGreen Mark

Greenpeace

Greenpeace International

Guardian

Healeys Print Group

Health And Safety Executive

Health Protection Agency

HM Treasury

Horner Brothers

Howard Smith Paper Group

HP

IEMA

Independent

Ingenta Connect

IPCC

ISO

JG Environmental

London Better Together

London Development Agency

London Fashion Week

Loughborough University

Mayor Of London

Met Office

NAPM

National Assembly For Wales

NERC

Netregs

New Scientist

NISPNY Times

OECD

Office Of Public Sector Information

OGC

Oxfam

Panning Portal

PEFC

People and Planet

Print Week

Printing Talk

Pureprint Group

Recycle More

Recycle NowRecycling AppealRicoh UKRobert Horne

Routledge

Scientific American

Scottish Environment Protection Agency

SD Comission

Seacourt

Springerlink

Sustrans

Teachernet

Telegraph

Tesco

The Carbonneutral Company

The Countryside Agency

The Ecologist

The Environment Trust

The European Union

The Fairtrade Foundation

The Planning Inspectorate

The Scottish Executive

The Times

The United NationsThe University Of Sheffield

The Woodland Trust

Total Print Expo

Trading Standards Central

Treehugger

UK Government Sustainable Development

UnescoUniversity College LondonUniversity Of East Anglia

University of Oxford

University Of Sussex

Waste Online

Waste Watch

What PCWHOWorld Land Trust

WRAP

WRIWWF

Xerox

Transport For London

GALVANIZING IDEAS

Stimulates Action

Can evolve

Crossesmultiplechannels

Substanceand ‘legs’

CONTENTCompelling and Entertaining Easily Shared

DELIVER CONTENT ACROSS 4 SCREENS

PR PROFESSIONALS REQUIRE NEW SKILL SET

Listen with intelligence

Digital natives

Create compelling and entertaining content

Creative across multi-channels

Strategic counselors

Experts across both corporate and brand marketing

NOTE OF CAUTIONHigher Standards

Don’t pretend to be journalists

PR IS THE ORGANIZING PRINCIPLE OF STRATEGY & COMMUNICATIONS

Two Dimensions

Encompass a broader set of media options, from Mainstream to New to Social to Owned

Engage stakeholders in long-term social relationships, as all communications become public