I have just returned home after three weeks in the USA. And what an exciting time it has been for a communicator to be in the US. Particularly watching the US Presidential Elections unfold at first hand.But first let me tell you about the International Conference of the Public Relations Society of America, where 3000 communicators from around the world met in Detroit (Motown) to discuss the latest trends in communications.
The conference was dominated by two themes - the dawn of a new communications era brought about by social media and the need for authenticity in communications.
The discussion certainly ran hot about using on-line technologies to connect with audiences. It seems American communicators are far more advanced than their Australian peers in using social media. I estimate about 2/3 of those in Detroit were already using digital platforms like Twitter, Facebook etc both for their personal and corporate communications and the remainder simply know they have to catch up to remain competitive.
Authenticity was the other key theme - speaker after speaker emphasised that effective PR is achieved only through honest, open and two way relationships and the days of organisations telling people what to think are disappearing fast.
Citizens, consumers and communities expect to be listened to, and have their concerns acted upon. Following the collapse of the global economy we are seeing the exit of the 'smart guys'. Those who made a ton of money peddling information about products and services most of us could not understand. Perhaps, and hopefully, we are seeing a return to basic communications values such as respect, plain talking and tolerance for different ideas.
Certainly this was a theme taken up by Conference keynote speaker Craig Newmar
k founder of Craig's List, a site which gets 12 billion hits each month. Craig talked about the need to get involved, to listen, continuously engage with the community and treat people 'like you want to be treated'.
It all sounds a bit 'down home and folksy' but it's refreshing to see values-based communications back on the agenda.
The discussion certainly ran hot about using on-line technologies to connect with audiences. It seems American communicators are far more advanced than their Australian peers in using social media. I estimate about 2/3 of those in Detroit were already using digital platforms like Twitter, Facebook etc both for their personal and corporate communications and the remainder simply know they have to catch up to remain competitive.
Authenticity was the other key theme - speaker after speaker emphasised that effective PR is achieved only through honest, open and two way relationships and the days of organisations telling people what to think are disappearing fast.
Citizens, consumers and communities expect to be listened to, and have their concerns acted upon. Following the collapse of the global economy we are seeing the exit of the 'smart guys'. Those who made a ton of money peddling information about products and services most of us could not understand. Perhaps, and hopefully, we are seeing a return to basic communications values such as respect, plain talking and tolerance for different ideas.
Certainly this was a theme taken up by Conference keynote speaker Craig Newmar
k founder of Craig's List, a site which gets 12 billion hits each month. Craig talked about the need to get involved, to listen, continuously engage with the community and treat people 'like you want to be treated'.It all sounds a bit 'down home and folksy' but it's refreshing to see values-based communications back on the agenda.
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