Sister Cities International Conference 2016 Managing an Important - - PowerPoint PPT Presentation
Sister Cities International Conference 2016 Managing an Important Asset: Your Citys Brand & Reputation JULY 2016 SISTER CITIES INTERNATIONAL CONFERENCE 2016 2 Contents About us and Portland Cities & soft power Soft power and why
JULY 2016
About us and Portland Cities & soft power Soft power and why it matters Soft power: building your city’s brand Internet culture and digital diplomacy Real life examples Discussion // Questions
Contents
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SISTER CITIES INTERNATIONAL CONFERENCE 2016
SISTER CITIES INTERNATIONAL CONFERENCE 2016
SISTER CITIES INTERNATIONAL CONFERENCE 2016
4 Kevin McKeever Partner
Kevin is a partner in Portland's London office, where he leads Portland Local. Established by Kevin in 2012, Portland Local is a specialist practice focusing on local government, community and stakeholder campaigns, with a specific focus on London and the UK’s major
range of policy, reputation and campaign issues, from financial services to housing, retail to strategic infrastructure and politics. Politically active, he has campaigned for the Labour Party across London and the Midlands and stood as a Parliamentary Candidate at the 2015 General Election. Kevin sat on the Business Advisory Board for the current Mayor of London, during the 2016 Mayoral election. Kevin also has experience of working on political and corporate campaigns in the US, EU and Middle East.
Scott Nolan Smith Associate Director
An Associate Director at Portland, Scott advises government, corporate and philanthropic clients on media and digital engagement strategy, branding and messaging, reputation management, international affairs and public diplomacy. He was formerly Head of Digital Diplomacy at the British Embassy in Washington and is a founder and board member of the Digital Diplomacy
broadcast bureau in Washington and was a leading voice in the launch of an online political news start-up. Scott has a BA in Political Science from Hawaiʻi Pacific University and an MA in Diplomacy from Norwich
Professional Education Program at the George Washington University School of Media and Public Affairs.
About Portland
Trusted by the world’s most successful leaders, businesses, foundations and governments
Experienced consultants who have worked on the front line in Westminster, Washington, Fleet Street, United Nations, European Union, UK Foreign Office and the World Economic Forum. Pioneers in integrated communications campaigns, built on clear strategy, engaging content and flawless global execution. We help clients engage politicians, global opinion leaders, decision-makers, consumers, investors and media. Headquartered in London, with offices in Doha, Nairobi, New York, and Washington. Multilingual team including Arabic, French, German, Mandarin, Portuguese, Italian, Japanese, Polish, Russian, Spanish and Swahili speakers. Part of Omnicom Group, a global communications services firm with 5000 clients in over 100 countries.
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Our offices
NEW YORK WASHINGTON DC NAIROBI DOHA LONDON
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Trusted by prestigious clients
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SISTER CITIES INTERNATIONAL CONFERENCE 2016
SISTER CITIES INTERNATIONAL CONFERENCE 2016
In 2015, Portland launched The Soft Power 30, “the clearest picture
Portland’s Soft Power Index
Produced in collaboration with Facebook, Portland has now produced two Soft Power studies. The Soft Power 30 is a revolutionary tool to measure countries’ soft power. Of nations – but the approach and insights can be applied to cities
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SOFT POWER
Hard power is the exercise
relying on tactics like mil ilit itary fo force, p pay ayments an and eco conomic sa c sanct ctions Soft power uses attraction and persuasion to change minds and influence behaviour. Soft power is generated and leveraged through cul ultur ure, pu publi blic d diplo plomacy, and positive contrib ibutio ion
Hard Power vs. Soft Power HARD POWER
M I L I T A R Y P A Y M E N T S A N C T I O N S C U L T U R A L P R O M O T I O N P U B L I C D I P L O M A C Y P O S I T I V E C O N T R I B U T I O N
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Joseph Nye, the originator of soft power, sets out three pillars as the sources of soft power: values, culture and foreign policy
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C U L T U R E P O L I T I C A L V A L U E S F O R E I G N E N G A G E M E N T
SOFT POWER
SISTER CITIES INTERNATIONAL CONFERENCE 2016
Why does soft power matter?
Two mega-trends make soft power more important to successful engagement
DIFFUSION POWER ACTORS NON-STATE URBANISATION REVOLUTION DIGITAL TRANSPARENCY ACCESS
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RESOURCES
Using soft power effectively starts with understanding what resources a city has at its disposal
There has been growing enthusiasm for soft power, but it has not been matched by growing understanding or capability in government – particularly at the local and city levels.
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To deploy soft power effectively, a city or region must first understand what soft power assets it has.
OBJECTIVES CONVERSION TARGET RESPONSE OUTCOME
SOFT POWER CONVERSION PROCESS NYE,J. (2011) THE FUTURE OF POWER, NEW YORK: PUBLIC AFFAIRS
SISTER CITIES INTERNATIONAL CONFERENCE 2016
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Cities as global and local brands
Your city is a brand. Destination marketing is on the beginning.
DIGITAL CULTURE ENTERPRISE ENGAGEMENT EDUCATION GOVERNMENT & POLITICS
C U L T U R E L U X U R Y G O O D S F O R E I G N E N G A G E M E N T F R I E N D L I N E S S C U I S I N E T E C H P R O D U C T S L I V E A B I L I T Y
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SISTER CITIES INTERNATIONAL CONFERENCE 2016
What is a city brand?
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A strong brand immediately marks out what a city stands for.
How is a city brand created?
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A city brand should set out what a city stands for, what it aims to achieve, and it’s unique contributions to the broader community.
A clear, compelling set of answers to each of these questions forms the foundation of a strong, recognisable brand.
Communicating a city brand
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Establishing a strategy and way forward.
STRATEGY
evaluation
CONTENT DELIVERY
engagement with stakeholders
SISTER CITIES INTERNATIONAL CONFERENCE 2016
PORTLAND’S STRATEGIC PRINCIPLES
Ambitious but practical Rooted in and serving the core mandate Insight and instinct
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Ambitious but practical Rooted in and serving the core mandate Insight and instinct
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Executing a city brand – channels to use
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SISTER CITIES INTERNATIONAL CONFERENCE 2016
Classical diplomacy was limited to ‘elites’.
SISTER CITIES INTERNATIONAL CONFERENCE 2016
2001: A new US Ambassador arrives in Rome…
Digital diplomacy increasingly means that everyone matters
SISTER CITIES INTERNATIONAL CONFERENCE 2016
2013: A new US Ambassador arrives in Rome…
Digital diplomacy: evolution not revolution
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Listening, Engaging, Sharing, Influencing, Evaluating
Diplomacy, with an expanded toolkit
Cities and digital diplomacy
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Diplomacy is not just about nations.
integrated part of broader branding and communications efforts
environment can be communicated across many channels creatively online
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SISTER CITIES INTERNATIONAL CONFERENCE 2016 Collaborative policy making Advocating for values Campaigning Co-creating communications “Trolling” for effect Informing
Digital Diplomacy
SISTER CITIES INTERNATIONAL CONFERENCE 2016
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SISTER CITIES INTERNATIONAL CONFERENCE 2016
Brand campaign, asset deployment, and a trending hashtag
Greenville, South Carolina
Michelin
Center for Automotive Research
logistics center
Jun, Spain
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Digital deployment across all levels – brand, city management, local and global engagement
Rotterdam, Netherlands
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Citizen driven brand & soft power engagement
The City of Rotterdam promote the city using user generated and curated content. The brand is one
By upcycling and sharing citizen content, the people of Rotterdam help to tell their city’s story. This has led to positive responses and great digital interaction among the people of Rotterdam, and audiences globally.
Dallas, Texas
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Strong brand in a time of crisis
SISTER CITIES INTERNATIONAL CONFERENCE 2016
City soft power discussion
We you need to promote ‘City X’…
1. What do we want the global and regional communities to know about the culture and creativity of City X? 2. Who do we want to engage with? What type of people and where? 3. What ways can we promote our culture and creativity? 4. How could we use digital platforms to engage the people/audiences we want to reach? 5. Who should be responsible for the plans we develop / who will implement? 6. What would success look like?
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placebranding@portland-communications.com www.portland-communications.com @PortlandComms
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