PewInternet.org The Future is Yesterday: Public Relations in the Networked Era Public Relations Society September 20, 2012 Lee Rainie: Director, Pew Internet Project

2 “Tweckle (twek’ul) vt. To abuse a speaker to Twitter followers in the audience while he/she is speaking.” we need a tshirt, "I survived the keynote disaster of 09" it's awesome in the "I don't want to turn away from the accident because I might see a severed head" way too bad they took my utensils away w/ my plate. I could have jammed the butter knife into my temple.

Digital Revolution 1: Broadband Internet (85%) and Broadband at home (66%)

Networked creators among internet users 69% are social networking site users 59% share photos and videos 37% contribute rankings and ratings 33% create content tags 30% share personal creations 26% post comments on sites and blogs 15% have personal website 15% are content remixers 16% use Twitter 14% are bloggers … of smartphone owners, 18% share their locations; 74% get location info and do location sharing

Revolution 2: Mobile – 89% of adults Total U.S. population: million 2011

Revolution 3: Social networking 59% of adults

New Reality 1) The world is full of networked individuals using networked information Image attribution: Flickrverse, Expanding Ever with New Galaxies Forming Cobalt

New Reality 2) The is no high-tech secret sauce for effective message content

New Reality 2) Corollaries Credibility is assessed through multiple filters – Trusted information sources (including search engines) – Personal beliefs/experiences – Social networks – Aggressive fact checking Yes, bad information hangs around, but it can be attacked in several ways – Recanting – Better information, especially from multiple sources

New Reality 3) Mass-media megaphones still matter to getting a story out, but new messaging opportunities have emerged and new influencers can be identified David Edelman: “Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places,” Harvard Business Review apps

New Reality 4) Real-time, just-in-time, “my time” messages/data are powerful

New Reality 5) Be findable … and always be ready for your closeup Gloria Swanson as “Norma Desmond” in Sunset Boulevard

New Reality 6) There are stages of engagement with audiences and each has a different weight

New reality 6) Corollaries The social media space is a “fifth estate” with a different civic sensibility Facebook is different from Twitter Social media users are semi-elite, they do not represent everybody Lurkers matter as an audience that is watching and assessing

New Reality 7) Influence is migrating from organizations to networks and new “experts” Traditional experts with new platforms, esp. blogs Amateur experts who are avid contributors – sometimes with tribes New algorithmic authorities

New Reality 7) Corollaries Social networks are more influential and are differently segmented and layered Sentries

New Reality 7) Corollaries Evaluators Social networks are more influential and are differently segmented and layered

New Reality 7) Corollaries Audience Social networks are more influential and are differently segmented and layered

Continuous partial attention to media streams Immersion in deep dives Info-snacking in free moments New Reality 8) The flow of information has changed – and so have people’s attention zones

New Reality 9) All organizations are under more scrutiny … transparency is a new marker of trust Surveillance – powerful watch the ordinary Sousveillance – ordinary watch powerful Coveillance – peers stalk peers

New Reality 10) The age of big data is upon us – and will give new power to analytics

New Reality 11) Critical uncertainties remain The architecture itself Information policies Social norms and attitudes

Eat food Not too much Mostly plants. Eat pie. Very good pie. Not often. Call Mom. Let her talk. Don’t argue. Make promises. Don’t break them. Find loopholes.

Be unforgettable. Engage the crowd. Adjust accordingly. Public Relations Rules - 1

Share ideas On many platforms. Listen hard. Public Relations Rules - 2

Recruit influencers. Distribute your stuff. Go mobile. Public Relations Rules - 3

Be not afraid

Thank you!