1	Public Engagement: The Evolution of Public Relations Richard Edelman James Grunig Lecture University of Maryland October 30, 2008
2	A Play in Four Acts Act I A Time Like No Other Act II Tectonic Plates Shifting Act III Introducing Public Engagement Act IV How Public Engagement Works
3	Act I – A Time Like No Other “It's all about confidence, stupid. Every financial system depends on trust. People have to believe that the institutions they deal with will perform as expected. We are in a full-blown crisis because investors and financial managers have lost that trust.” Robert J. Samuelson, Newsweek
4	The Current Crisis: Failure of Policy and Communications Shocking ineptitude in business management Lack of government regulation Complete breakdown of communications Private sector over-promises, under-delivers Government uses old model of media relations
5	How the “Bailout” package was lost…
6	Act II - Tectonic Plates Shifting Huge global rise in government intervention Staggering losses in personal wealth Rich / Poor divide growing – Perception of unfairness Culture shift to ‘what we need,’ from ‘what we want ‘ Decline in trust in established institutions and spokespeople US: only 23% and 21% of people trust information from a CEO or government official respectively (Edelman Trust Barometer ‘08)
7	Dispersion of Authority: The New Influencer Elite position based on expertise, passion, frequency of communication Influencers can’t be bought, and start off neutral – which is why their potential is so great Influencers are not equal – they can be assessed, ranked and prioritized “Someone like me” is the most trusted source (60% in US)
8	Employees are the New Credible Source Twice as Believable as CEO’s
9	World of Expression: Four Forces Driving Media
10	Mainstream and New Media Morphing US daily newspaper circulation down 30% in last 30 years (Pew) Number of nightly news viewers in US down from 60 million to 20 million in last decade Blogs attract 77.7 million visitors in the US (comScore) Google aggregates over 4,500 English-language news sources 13 hours of video are uploaded to YouTube every minute YouTube surpassed Yahoo and is now the second in terms of search, after Google. Power of Cellular Platform – 30% of People Magazine readers access People.com on mobile device
11	Social Networks Going Global Facebook reaches 130 million global users… Overtakes MySpace Chinese premiere Wen Jiabao ranks among Top 10 politicians on Facebook Hugely popular photo album called "Wenchuan Earthquake,“ where he is shown with families of victims Citizen Journalism also global: OhMyNews in Korea – 50,000 contributors
12	The Asian Communications Revolution: The Truly Mass Medium May Be SMS China 235 million Chinese Internet Users: 75% are urban, educated; 80+% are 15 – 35 years old 60+ million active blogs; 80+ million active Bulletin Boarders 600 million mobile subscribers Q1 CY 2008, nearly 175 billion text messages 5 – 10 million new subscribers a month Korea CyWorld, the social network, has 47.8% of Koreans as subscribers 45% of Koreans are bloggers India More than 300 million people with mobile phones vs 120 million with TV and 200 million read newspapers
13	Politics: The Latest in “Crowd – Surfing” Campaign makes citizens its partners and advocates Obama campaign has over 5 million email addresses in database - $150 million raised on line from 3 million donors 2.2 million people on Facebook and 800,000 people on MySpace Mobilizing donations and volunteers through wikis, twitter, blogs, website and mobile applications
14	Companies Create Their Own Content & Applications Parenting portal owned by Johnson & Johnson Webby award for “Best Parenting” website in 2006 Design your own Coke bottle Over 90,000 global submissions Tie-in with international celebrities
15	The Changing Role of Corporations Provide leadership on big societal problems:
16	Rise of Mutual Social Responsibility
17	Marketplace of Today
18	Marketplace of the Future
19	Our Challenge/Opportunity
20	Act III – Introducing Public Engagement
21	Models of Influence
22	Public Engagement Model Sphere of Cross - Influence in World of Expression
23	Key Tenets of Public Engagement Democratic and Decentralized Inform the Conversation Engage with Influencers of All Stripes Policy and Communication
24	Public Engagement Process
25	How Public Engagement Works- Implement in All Four Spaces Viral Video Micro-blogs Employee/CEO blog MSM interviews Influencer Roundtable
26	Rationale for Public Engagement “In a connected world, countries, governments and companies have character— how they do what they do, how they keep promises, how they make decisions, how things really happen inside, how they connect and collaborate, how they engender trust, how they relate to their customers, to the environment and to the communities in which they operate…we need to get back to collaborating the old-fashioned way. That is… thinking about how – not just how much.”
27	Now is Our Time – PR to Lead Business, Government need to regain trust – Can’t buy it Demands New Form of Expression to work in multiple stakeholder world Inform the Conversation – Different Media Strategy Policy and Communication