Michelle Sullivan Communications

J’apprends de mes élèves – merci. Et merci Twitter

La beauté de lancer un mot-clic (#rep2300) dans le cadre d’un cours d’introduction aux relations de presse: non seulement on peut communiquer avec nos élèves (tous obligatoirement sur Twitter) mais on apprend d’eux,
140 caractères à la fois.

Le bijou du jour, gracieuseté de @priseilliaL, qui se doute peut-être que son prof a un faible pour l’histoire. Combinaison gagnante, alors:

Les RELATIONS PUBLIQUES commencent dès l’Antiquité

49 Av. J.-C. : JULES CESAR envoie les rapports de ses exploits guerriers dans un journal quotidien intitulé : ACTA DIURNA

1066 La 1ère infographie au monde : la Tapisserie de Bayeux relate la conquête normande de l’Angleterre

17ème siècle : Église Catholique crée la “Congrégation de la propagande” pour la “propagation” de la Foi

19ème siècle : Naissance des Relations Publiques

1807 Thomas Jefferson : Premier à utiliser le terme « Relations Publiques » dans un discours devant le congrès américain

1889 Westinghouse crée le 1er département RP pour rivaliser avec General Electrics de Thomas Edison dans la « Guerre des Courants ». VICTOIRE du courant alternatif qui s’impose comme le standard

1897 L’Annuaire des chemins de fer américains. Pour la première fois, les RP sont utilisées pour gérer la communication entre une organisation et le public. Naissance des Corporate PR

1900 « The Publicity Bureau » : la première agence de Relations Publiques

Les années 1900 – 1920 voient l’arrivée des « Grands hommes » des RP

1906 Ivy L. Lee crée le premier COMMUNIQUE DE PRESSE officiel pour aider le chemin de fer de Pensylvanie à COMMUNIQUER sur un accident ferroviaire

Son « public statement » est publié par The New York Times

Les années 20 marquent le passage d’une culture du BESOIN à une culture du DESIR

1924 Basil Clarke introduit le « British Code of Ethics » en Angleterre. Mène une campagne pour que soit inscrit « déconseillé aux nourrissons » sur le lait écrémé importé (pour le compte des producteurs de lait pasteurisé) S’oppose à l’utilisation des colorants nocifs dans les aliments en conserve pour le compte de HEINZ

1929 Krach de Wall Street Les Relations Publiques deviennent primordiales

Edward L. Bernays fait de la cigarette le symbole de la libération de la femme. il organise à NY un défilé de jolies femmes fumant « les torches de la liberté »

Il convainc l’opinion publique que la bière est une alternative saine aux alcools forts

1938 De Beers « Les diamants sont éternels » Campagne pour associer les diamants à la romance. Hausse des ventes de plus de 40%

1941 Après l’attaque sur Pearl Harbour Coca Cola persuade le Département américain de la Guerre que son soda est crucial à l’effort de guerre. Chaque homme en uniforme a une bouteille de Coca Cola pour 5 cents. Résultat : 5 milliards de bouteilles consommées pendant la guerre

1948 L’Institut des Relations Publiques est fondé

1949 « Public Relations and Publicity » de J. H. Brebner est publié. Premier livre britannique avec « Public Relations » dans son titre

Les années 50. La globalisation des RP. Les pionniers John Hill & Harold Burson

Burson crée son entreprise en 1953… En 2001 Burson-Marsteller pèse plus de 259 millions de dollars de chiffre d’affaires et compte plus de 2000 employés dans 34 pays

Les années 60 : Émergence d’organismes professionnels à travers l’Europe pour représenter les agences de RP

1969 : Le PRCA en Angleterre

1982 : ASSOREL en Italie


1992 : ADECEC en Espagne


l’ICCO : :Regroupe plus de 1 500 entreprises à travers le monde.

D’après l’ICCO, les médias sociaux et la communication digitale représentent la plus forte source de croissance pour les relations publiques.

Les années 1990 : Brian Solis, prédit qu’Internet transformera les relations publiques. Il invente le terme PR 2.0

2008 : Deirdre Breakenridge publie son livre PR 2.0. ce libre décrit comment les médias sociaux ont cimenté la nouvelle approche : la place du « public » dans les relations publics…

The 502nd mile mark – when moving from fifth into third gear makes sense

This blog is shifting gears.

When Jack Layton passed away, I decided to postpone publication of this blog post to pay tribute to him. The positive reaction that my 500th blog post garnered reinforced the notion that social media in general and blogs in particular are a wonderful way for me, as an individual, to connect in meaningful ways with other members of my tribe. Thank you for everyone who took the time to write and speak to me about what I’d written.

In that 500th blog post, I alluded to the fact that I was going to change the direction this blog has been taking for the past 4 years. When I first launched this social-media-for-PR blog in January of 2007, there were only 2 other PR bloggers in Quebec. I had been excited about the possibilities social media opened up for our industry and our clients for a few years by then, and was eager to share and discuss my discoveries with my PR tribe.

Mission accomplished. Far from single-handedly, mind you! Along with many other early adopters and social media zealots, I’ve managed to convince a colleague or two to take a look at social media for PR and I’m pleased with the inroads that have been made. We’ve been joined by the industry mainstream and social media is taking root in the Quebec PR landscape. There now are dozens of Quebec-based blogs, Facebook pages, Twitter accounts, Google+ profiles and LinkedIn Groups – not to mention Third Tuesdays, Camps and other events – available to Quebec PR types hungry to stay abreast of the latest developments in social media.

I’ve written hundreds of blog posts presenting social media case studies, tools and best practices for PR professionals. Now, many more voices have joined and there’s a wealth of information out there. It’s fantastic.

And it’s why I’m now able to shift gears.

I’m going to start concentrating less on the tools and innovations, and more on the impact social media and the Internet in general is having on society, on tribes, on individuals. You’ll see less of this and more of this and of this. And you’ll probably hear more about tribes than you ever thought possible. I may just have to rename this blog …

I also intend to focus more on the public affairs side of PR, moving away from where social media seems to have found an easy and natural fit – marketing communications. So no more brand name case studies. There are other great blogs for that kind of thing. I want to take a look at how lobby groups – whether corporate or grassroots – are leveraging social media to effect political and social change.

Fifth gear: Lowest power, highest speed. Used for high speed cruising on dual carriageways, motorways and other such open roads.

Third gear: Used for driving uphill, through a hazard at speed and where a greater degree of power is needed than fourth will allow.

This blog is shifting into third gear. The hazards are greater in number, the stakes are higher. We’re talking about people’s lives and how they use social media to change the world around them.

It’s going to be a fascinating ride. And yes, I pick up hitchhikers.

Social Media measurement: Charlie Sheen and Klout – on the wrong track?

Charlie Sheen has been a tabloid favourite for years … unfortunately for all the wrong reasons. This week has seen the American actor on a media tour, appearing on daytime and late night television talk shows from 20/20, to Good Morning America, to Piers Morgan Tonight.

Yesterday saw the appearance of a verified Charlie Sheen Twitter account (@charliesheen). The buzz spread from traditional media outlets and influential online publications like Mashable to the Twittersphere itself like wildfire.

According to Mashable:

Haven’t had your fill of Charlie Sheen’s rants? Now you can get them via 140-character messages, because the actor’s Twitter handle has officially been confirmed.

In a matter of minutes, Sheen has acquired more than 60,000 followers and a Klout score of 57 — without even tweeting.

That last sentence is particularly worrisome to social media specialists who turn to Klout for an analysis of online influence. The reason? While the fact that Twitter had verified the account ensured credibility, Sheen’s profile included no avatar, no biography and .. most importantly .. not a single tweet.

Within the hour, Sheen’s account had risen to 133,644 followers. Twelve minutes later, those figures had ballooned to 147,149, an increase of 14 000+. Still not a single tweet.

What does this mean for the credibility of tools like Klout that measure online influence? It means that they measure influence based exclusively on quantity, and not quality. It means that they don’t take much else into account (if anything).

Adriaan Pelzer of RAAK of Nexalogy Environics here in Montreal recently ran a test of Klout, based on this hypothesis and the results are quite compelling. A series of four automated bots, tweeting relative nonsense, quickly attracted followers (mostly other bots) and reached a Klout score of 51, 37, 26 and 25 respectively. That last first figure is higher than mine and either higher or slightly lower than that of other Montreal influencers and early-Twitter adopters like tech bloggers Laurent Maisonnave and Sylvain GrandMaison, art of entertaining and design blogger Kim Vallée and fashion blogger Cindy Laverdière (CindyLou of  Mode Trotter).

What does this mean for you?

Well … it’s important, as in everything, to be critical in our use of tools that measure social media influence. Klout is only one example of many. No tool is perfect. These tools should be used as part of a larger mix. They should provide guidance, but not represent a bible of online influence measurement.

After all, if you’re into green glowing snow-ball abacuses, and there’s only a widow in Wales and a teenager in Chile interested in green glowing snow-ball abacuses too, and you’re only interested in following their Tweets, Klout isn’t likely to judge you favourably. But think about the quality of the tweets the only three people in the world into green glowing snow-ball abacuses can exchange with one another. Of the influence they can have within their tiny niche.

If you’re selling green glowing snow-ball abacuses, do you want to reach out to these three Twitter users? Or do you want to reach out to Charlie Sheen?

I think the answer is clear.

Will I continue to use Klout? Absolutely … as I always have. With a grain of salt. As a jumping off point. As one measurement tool among the many which — along with my knowledge of online networks and my own judgement — allow me to create a portrait of the online influencer I may present to my client in an influencer audit or as a possible participant in a blogger outreach campaign.

Online tools are great, but in the end nothing beats experience and human judgement.

Now … don’t get me started on sentiment analysis!

* Note: To his  credit, Klout founder and CEO Joe Fernandez responded to Adriaan Pelzer’s assertion that Klout is broken in the blog post’s comments section as follows:

Hey Adriaan,

I am one of the cofounders and the ceo here at Klout. This is a great post, even though we get slammed 🙂

A couple things:

– Clearly there is more we can do to recognize and punish bots. This is something we are working on and I think you’ll be impressed with what we have coming. That said, this is an incredibly hard problem that even Twitter still has trouble with (judging from the clear spam bots I see following me and not disappearing).

– The score right now is actually doing what it’s supposed to in the sense that it’s measuring engagement. Take a look at search for @burroughsbot (http://search.twitter.com/search?q=%40BurroughsBot). This account is actually getting way more engagement then it should. We do measure for noisiness but obviously we need to look at how we handle extreme cases like this.

We have a science team working on stuff like this on a daily basis. Post like this get us really fired up so I am excited about your challenge to step our game up.

Would love to chat sometime about how we can throw some data your way for some more independent testing.


Hat tip to Diane Bourque who followed the growth of Twitter followers after I’d shared the Mashable article with my Facebook network and provided the statistics contained within this blog post.

For posterity: Charlie Sheen’s first tweet. At time of publication of this post, he was at 817,083 followers and had been included on 5569 Twitter lists.

Le Gestionnaire de communauté : un visuel

Pour ceux qui sont plutôt visuels, j’ai le bonheur de vous présenter un bon aperçu des qualités requises pour devenir un gestionnaire de communauté hors pair. A ceci j’ajouterais qu’un bon gestionnaire de communauté doit être doué d’un certain instinct protecteur, toujours conscient de bien gérer la réputation de la marque qu’il représente. C’est la raison pour laquelle vous êtes toujours mieux d’embaucher un gestionnaire de communauté qui connaît et respecte (pour ne pas dire admire) déjà votre entreprise et votre marque. Il deviendra votre meilleur ambassadeur sur le web. Avez vous songé embaucher quelqu’un à l’interne? Vous avez peut-être déjà parmi vos employés la perle rare, qui, avec l’aide d’un spécialiste en médias sociaux, peut rapidement devenir le représentant idéal de votre marque sur la toile.

source: getsatisfaction.com

Un « Community manager » … ça mange quoi en hiver?

Vous ne savez toujours pas tout à fait ce qu’est un gestionnaire/animateur de communauté ou community manager?  Je vous invite à écouter l’entrevue suivante avec Nellie Brière, community manager chez ARTV. Un excellent résumé.

Je vous invite à vous abonner à la chaine d’Emmanuel Chila sur YouTube pour voir la 2e partie de cette entrevue ce vendredi.

Bon visionnement!

MAJ: La suite, maintenant disponible.