Italian Jammin' Engagement

Bianca Geddes and Alicia Beretta, Italy

Ciao from Italy!

Edelman recently participated in a network-wide, internal 'jam' session on Yammer to discuss all facets of Public Engagement. The forum allowed all of us to converse, debate and inquire about this new shift in marketing. Some interesting themes emerged by the end of this incredibly insightful and interactive discussion. Here are a few highlights from the jam:

• Public Engagement (PE) has been defined as a 'sphere of cross-influence': demonstrating the multi-lateral points of authority (from employees to NGO, to governments). Its flow of information is powered by digital practices, which helps connect all these points and engages consumers in an interactive and meaningful conversation.
• PE is not conceived as a substitute to PR, but as a new way of doing our job. It is the factor which, in the future, will give extra meaning to the messages we deliver to media, consumers and OLs. This is because as PR workers we have to continuously spark the interest of the public opinion's sphere in an even more authentic and meaningful way. The intersection of PR with PE is the path to our evolution as an industry.
• PE will develop especially in those areas of teh world where the digital sphere is mostly actively used by consumers. It is important to consider the delicacy of the digital tool since in this field no 'guided messages' are allowed because of the risk would be to get exposed to criticism from the public. Therefore only authentic and meaningful messages can be delivered on the net for PE.
• goodpurpose, Edelman's social purpose marketing initiative, is not a substitute for Public Engagement, but a tool to enable brands to engage with stakeholders/consumers.
• Public Engagement has to involve an interactive conversation with the public. This means not only listening or only delivering messages, but also initiating a two-way conversation.

The above highlights just a small glimpse into the conversations and findings of Public Engagement's impact to a brand and its consumers. We all - as Edelman, as members of an industry and as a consumer - are eager to exercise this evolved way of communicating.