1. The Six Influence Flows
Philip Sheldrake
www.philipsheldrake.com
@sheldrake
Author of The Business of Influence:
Reframing Marketing and PR for the
Digital Age, Wiley, 2011
www.influenceprofessional.com
Managing Partner, Euler Partners
www.eulerpartners.com
1
3. Defining Public Relations
The two-way symmetrical model of
My definition of PR: “the planned
PR, James Grunig‟s fourth model,
and sustained effort to influence
“uses communication to negotiate
opinion and behavior, and to be
with the public, resolve conflict and
influenced similarly, in order to
promote mutual understanding and
build mutual understanding and
respect between the organisation
goodwill.”
and its stakeholders.”
Public Relations Defined – The Anatomy of a Candidate Definition, Philip Sheldrake
http://www.philipsheldrake.com/2011/11/public-relations-defined-%E2%80%93-the-anatomy-of-a-
candidate-definition-ver-0-2/
http://www.flickr.com/photos/philip_sheldrake/87055500
3
4. You have been
influenced when you
think in a way you
wouldn‟t otherwise
have thought, or do
something you
wouldn‟t otherwise
have done
The Business of Influence, Philip Sheldrake, Wiley, 2011
http://www.flickr.com/photos/philip_sheldrake/160365265
4
5. We are more
influenced by the 150
nearest to us than by
the other six or so
billion combined
The Business of Influence, Philip Sheldrake, Wiley, 2011
http://www.flickr.com/photos/philip_sheldrake/3068588302
5
6. Perception is reality
May have been a relevant
axiom for 20th Century,
but now…
Reality is perception
The real-time social
enterprise must, by
nature, be authentic.
You can‟t fake it.
Influence Strategy and Execution, Philip Sheldrake, Marketing Magnified eJournal, June 2011, CMO
Council http://www.marketingmagnified.com/2011/june
http://www.flickr.com/photos/philip_sheldrake/5723483505
6
7. No organization is an island
Everything an organization does occurs in the context of a
changing world, in a dynamic interplay with every entity around it
Organizations must cultivate a sensitivity to the new
dynamic (one that‟s superior to competitors‟) and
sharpen their ability to interpret and respond to the
myriad communication flows issuing from all sides
Align Your Stakeholder-Facing Functions with an Influence Strategy, Philip Sheldrake, Balanced
Scorecard Report, July-August 2011, Vol 13 No 4, Harvard Business Publishing
http://www.flickr.com/photos/philip_sheldrake/107864510
7
8. Social analytics
If you could go back to the mid-90s
and offer a marketer a little box that
could sit on her desk and let her
listen in on thousands of customer
conversations and participate in
those discussions regardless of
geography or time zone, it would
appear so far-fetched that she‟d
probably call security.
The Social Web Analytics eBook 2008, Philip Sheldrake
http://www.flickr.com/photos/philip_sheldrake/488935955
8
9. A new model?
http://www.flickr.com/photos/philip_sheldrake/2772566046
9
10. The Six Influence Flows
The Business of Influence, Philip Sheldrake, Wiley, 2011
10
11. The 2nd flow and the Internet
“The Web has changed everything”
The Business of Influence, Philip Sheldrake, Wiley, 2011
http://www.flickr.com/photos/philip_sheldrake/7015450481
11
12. The 2nd flow and the Internet
“. . . it is hard to avoid making the claim
that „the internet changes everything‟ . . .
for public relations the unavoidable
conclusion is that nothing will ever be the
same again.”
Things have “flipped through 90 degrees”.
The Business of Influence, Philip Sheldrake, Wiley, 2011
http://www.flickr.com/photos/philip_sheldrake/7015450481
12
13. The 2nd flow and the Internet
“I do not believe digital media change the
public relations theory needed to guide
practice, especially our generic principles
of public relations. Rather, the new media
facilitate the application of the principles
and, in the future, will make it difficult Paradigms of Global
for practitioners around the world not to Public Relations in an
use the principles.” Age of Digitalisation,
James Grunig, 2009
The Business of Influence, Philip Sheldrake, Wiley, 2011
http://www.flickr.com/photos/philip_sheldrake/7015450481
13
14. The 2nd flow and the Internet
Grunig: “They seem to believe „Internet-mediated‟
that „an organisation and its communication isn‟t just a
publics‟ are distinct from new media form in my
„internet-mediated social opinion. It has unprecedented
networks‟. Instead, I believe emergent behaviour.
that an organisation and its
publics now are embedded in This behaviour cannot be
internet-mediated social attributed to one or a set of
networks but that public relationships with one or a set
relations is still about an of stakeholders. It is the
organisation‟s relationships combination of the whole that
with its publics.” itself exerts influence.
The Business of Influence, Philip Sheldrake, Wiley, 2011
http://www.flickr.com/photos/philip_sheldrake/7015450481
14
15. The 2nd flow and the Internet
Grunig: “Organisations do not I believe organisationswill
need relationships with find it advantageous to
individuals who are not maintain awareness of all Six
members of their publics even Influence Flows regardless of
though these people might be the genesis or properties of
actively communicating with the influence that flows
and building relationships therein.
with each other. We will find it advantageous
Organisationssimply do not to wield information
have the time or resources to technologies to „relate‟ to the
cultivate relationships with use of information
everyone…” technologies by others.
The Business of Influence, Philip Sheldrake, Wiley, 2011
http://www.flickr.com/photos/philip_sheldrake/7015450481
15
16. The ease and effectiveness with which we manage and
learn from influence flows is integral to the ways all
stakeholders interact with organizations to broker
mutually valuable, beneficial relationships.
The Business of Influence, Philip Sheldrake, Wiley,
2011http://www.flickr.com/photos/philip_sheldrake/3820770698
16
17. Defining Public Relations
Avoids two words:
My definition of PR: “the planned
communication and public.
and sustained effort to influence
opinion and behavior, and to be
Focuses on the outcome of the
influenced similarly, in order to
profession rather than presume to
build mutual understanding and
scope the methods employed.
goodwill.”
Public Relations Defined – The Anatomy of a Candidate Definition, Philip Sheldrake
http://www.philipsheldrake.com/2011/11/public-relations-defined-%E2%80%93-the-anatomy-of-a-
candidate-definition-ver-0-2/
http://www.flickr.com/photos/philip_sheldrake/87055500
17
18. Social business
To adapt the way in which an organisationdelivers its
mission and pursues its vision by designing the
organisationaround influence flows, connecting:
‣ its people, partners, customers and other
stakeholders;
‣ data and knowledge in and all around it
more openly, productively and profitably with the
application of social web and related information
technologies.
Social media are the eggs in the social business cake.
The Social Web Analytics eBook 2008, Philip Sheldrake
Photo by Brenda Gottsabend: http://flickr.com/photos/gottgraphicsdesign/3694187993 (CC BY 2.0)
18
19. A new model for PR?
A new vista for PR professionals?
http://www.flickr.com/photos/philip_sheldrake/107865905
19
20. The Business of Influence: Reframing
Marketing and PR for the Digital Age
Philip Sheldrake, Wiley, May 2011
ISBN 978-0470978627
www.influenceprofessional.com
#infpro
@sheldrake
20
