Image and reputation in the age of digital communication

September 1st, 2010 / 11:00 pm

This morning I delivered this presentation to the American Chamber of Commerce in Singapore. We discussed the crafting and co-creation of persuasive narratives, digital storytelling through the newsfeed with stakeholders, the production and packaging of content for the new public mind, and how the art of PR is becoming more of a science.

View more presentations from Robert Pickard.

Categories: speaking platforms
comments(0) Tags: asia, digital, marketing, PR, public relations, social networks

The Brand Management Dinosaur

August 30th, 2010 / 11:24 pm

Here’s a first-rate presentation by B-M’s Steve Bowen on why marketing mindsets need to change to take advantage of digital and social media. His premise: the effectiveness of integrated marketing communications is hampered by a reliance on marketing mindsets that do not reflect the reality of modern consumer interactions. Digital engagement is not about taking analogue marketing methods and rolling them out on digital platforms. It is about finding new ways to engage consumers in an ongoing brand narrative not by directing content at them but by helping them find and interact with content that is meaningful and valuable to them.

How outdated thinking hampers brand communications

View more presentations from Burson-Marsteller Asia-Pacific.

Categories: Burson-Marsteller
comments(0) Tags: asia-pacific, b-m, brands, digital, marketing, PR

Executive MBA lecture at Nanyang Business School

August 2nd, 2010 / 4:00 am

On July 27th I was honoured to guest lecture executive MBA students in Martin Roll’s class at Nanyang Business School. I talked about the scientific roots of the PR profession, putting the consciousness of corporations online through social media news streams, mapping data to design through digital storytelling, the worldwide rise of apology communications, and how with new crisis communications, anything that now goes wrong in a famous way is called a ‘PR disaster.’ This edited video is eight minutes long: