Let me start you off with a simple show of hands.
Please raise your hand for me if you have ever stayed at a hotel,
where there’s, where they serve egg and bacon for breakfast.
Let me see your hands. Thank you.
Now as I actually expected and I’m sure you did too.
That was basically everyone.
However, what everyone doesn’t know about the whole egg and bacon thing,
但是 对于鸡蛋和培根 各位有所不知
is that that was actually a result of a hundred-year-old PR campaign.
This PR campaign in the beginning of the 19th century,
was orchestrated by a man named Edward Bernays.
Edward Bernays was actually the cousin of the famous psychologist Sigmund Freud
and he has been dubbed in the later years to be the father of public relations.
Now, what Edward Bernays did was that he had this client who was a food manufacturer,
and this food manufacturer wanted Edward Bernays to help them
to get Americans to eat more meat.
So, Edward Bernays thought it would be a good idea
to get people to eat a more heavy breakfast, a sturdier breakfast.
So what he did was that he reached out to five thousand, five thousand doctors and physicians,
and asked them if Americans would benefit from having a sturdier breakfast.
4,500 of those doctors and physicians,
they said, well, yes, that sounds reasonable.
And the rest is history.
Now, Edward Bernays did a lot of other things as well.
One of the things he’s famous for in the PR world
is that he had another client.
I think this was in the late 1920s.
Which was Lucky Strike, you know, the cigarette brand, the tobacco brand.
And Lucky Strike they were quite irritated of the fact that
only men at this time smoked cigarettes, and women didn’t.
So they felt that there was a 50% market that was literally, literally untapped.
So he asked Bernays,
can you help us to tap into this this enormous market?
So what Bernays did was that,
he reached out to female influencers artists and actresses of the time,
he reached out to feminist groups.
And this was a success,it worked.
The feminist groups of the time even called these cigarettes the torches of freedom
when they had to do this.
So given this thing when people ask me what I do for a living,
and I say that I am a PR professional.
I do hesitate that some of times.
Because public relations does have a bad reputation,
which is ironic given the fact what what PR is all about.
But for me I think that the core of PR
is actually the personal relationships,
that businesses and brands can have with other people in the world.
So when looking at this and what the actual science behind relationships is,
所以 对于公关 以及人际关系背后的实际科学
I think there’s a very interesting hypothesis.
That’s the hypothesis of the social brain.
It determines the way that we form groups,
all the way from the most close tight-knit group.
The support clique of about 3 to 5 people
with whom we have the closest bonds,
all the way up to the tribe.
1000 to 2000 people that are sort of in our close proximity.
Some of you might also recognize the clan number of 150,
which has come to be known as the Dunbar number.
Now, here’s though a problem when working with brands.
Because brands don’t really like this picture.
And that’s because they could easily just post something on Facebook,
throw a couple of hundred dollars on it ,
and you would actually surpass this limit of a 1,000 to 2,000 people.
The numbers are simply too small,
if you look at how we like to forge relationships.
So I think I’ve come up with what the problem is.
Because every time a brand gives me a call
and I come over and they need help with something.
This is basically what they need help with.
They want to reach out to to as many people as possible,
that they don’t yet have a relationship with.
it can be, em, it can be employees, it can be fans,
followers, recognition, word of mouth.
追随者 知名度 口碑
So this is what they want help with.
However, I would then suggest that they should focus on the existing relationships.
But they seem too often then think, that,
well, that’s a problem that we have already solved.
Don’t care about them, Jerry.
Let’s focus on these magical big numbers on the other side.
However, I would argue that this needs to change,
because it is really the other way around.
If you think think about this in sales terms,
One could argue that the one side are cold leads
and the other side are hot leads.
And then you decide which one is more important to go after.
this of course raises the question then, of how to actually do this thing.
So, we come from an era with mass communication.
And this era of mass communication has left us with a thinking that
we need to reach editorial space.
Because if we can make ourselves newsworthy enough,
we can earn that space,
and that will help us reach those big numbers.
However, if we look at what has happened today with the social web,
the interconnectedness, and so forth, and so on.
We can instead see that we have not mass communication anymore,
but more of interpersonal relationships.
And there’s no shortage.
And I don’t know if you have ever thought about it that way,
but there’s no shortage of editorial space anymore.
Anyone can post something on Instagram,
任何人都可以在 Instagram 上发表内容
anyone can start a blog or a website,
there’s simply no shortage of editorial space anymore.
But there is a shortage of mental space.
And you don’t get into that mental space by bombarding people with news.
You get into that mental space by being relevant and trustworthy.
要想进入精神空间 就要与时并进 值得信赖
So, where does this leave us when it comes to those big numbers?
Well, I think it’s interesting to pose this question
of whether or not relationships can scale.
Is that a pipe dream? Or, is that something that actually can happen?
Well, I like to think about this way.
Let’s do a little math problem if you will.
Imagine earning and winning over the hearts and mind of one true fan.
And for the sake of argument let’s say that this true fan.
Each month, this one true fan recruits one other true fan,
who in turn will recruit yet another true fan.
So, if we translate this into grains of rice on a chess board,
it will present us with an interesting math problem, right?
So the first month, there’s one true fan or in this example one grain of rice.
第一个月 我们有一名忠实粉丝 或者说一粒米
The second month, we have two grains of rice.
The third month, we have four. And so forth or so on.
第三个月 四粒米 以此类推
Now I can tell you this,
If you start to look at the actual number here,
and you start to think about whether or not social relationship can scale or not.
There is some true magic that really starts to happen,
on the second half of the chessboard.
If you calculate actually how much rice this would be,
it would actually amount to a huge number.
And a way to relate to this number would be,
if you take all these grains of rice and you put them in one big heap,
that heap would actually be bigger in volume than Mount Everest.
So that’s a lot of true fans
scaling by simply recruiting one new fan each and every month.
Still, I find that most brands and businesses are still not impressed.
Because what they then want to know is that,
how do you make it, in a world of infinite choices,
how do you make, how do you create that one true fan?
How do you make them fall in love with your brand?
How do you make them join your mission, your vision?
And how do you emphasize all of this?
I think this is a very relevant question.
And, to answer that question,
what I would like to do is, to share my secret recipe for PR success.
And this secret recipe has nothing to do with all of those big numbers.
So the secret recipe only contains of two parts.
And it’s these two parts.
What you need is one stupid majority and one smart minority.
That’s all you need to make a huge PR success.
Not only for the short term, but for the long term.
And then you might wonder, you know, what, what is exactly a stupid majority.
Well, a stupid majority is, when a great big number of people are about to be wrong very soon.
And there are a number of brands that have built very loyal fans,
loyal followings of fans, that we can recognize.
I pulled up some example here.
where there used to be a time when we thought that
riding a skateboard wasn’t really a sport.
Something that Red Bull was very early to adapt to.
We have the example with Apple,
who did think that it does really matter how technology looks on the outside.
We have the example of Netflix,
and one that is going on right now,
is where Elon Musk, the founder of Tesla Motors
is proving to the world,
that the majority was stupid about electric cars.
And, as it seems, these stupid majorities they tend to be everywhere.
And when it comes to being everywhere,
it’s very obvious to a lot of people,
that you need to find these in your business.
Speaking of Netflix, I watched a documentary a couple of weeks ago,
about this guy named Shep Gordon.
Most of you have probably not heard of him,
but he is a legendary promoter of rock star arena type artists.
And one of his first clients was Alice Cooper,
the horror rock star of his day.
But in the beginning, Alice Cooper wasn’t known at all.
但是最初 Alice Cooper 根本就没名气
So, they went to London, in order to promote Alice Cooper in Great Britain.
于是 为了在大不列颠做宣传 他们去了伦敦
So they arrived in London and they had only ten days
to fill up us a big, big stadium for his concert.
But here was the problem.
No one in the UK really knew who Alice Cooper was.
在英国 没有人知道 Alice Cooper 是谁
So what Shep Gordon did, was that he plastered a naked picture of Alice Cooper.
于是 Shep Gordon 贴上了一幅 Alice Cooper 的裸照
And he hired a big truck and plastered his naked picture on this big truck.
Had a driver go into the morning rush-hour traffic around Piccadilly Circus.
And then had that truck repeatedly break down.
Now this made a lot of people angry of course.
And it made the news for for several cycles again and again.
And ten days later, Alice Cooper sold out the concert.
结果十天后 Alice Cooper 演唱会的门票售罄了
Now, you might think that I’m making the argument,
for that all publicity is good publicity.
But that’s not the case.
What Shep Gordon did and he kept doing this throughout his career,
Shep Gordon 做到的一件事 也是他在整个职业生涯中一直在做的事
is that he had found this one stupid majority,
that he could just pound that stupid majority,
and it would work every time.
And that stupid majority was parents.
So what he did, was that he constantly made parents angry.
Which attracted the rebellious younger crowd.
And let me tell you the rebellious younger crowd is always going to be right in the end.
So where does this leave us?
Well, I think it’s important to, for you to establish and to realize,
and to figure out in your business your brands, for your organization.
Figure out where is this stupid majority that is ready to fall.
Because that will make your brand relevant.
That will make a smart minority really see
the logic of the fight that you’re about to fight.
Now as a final word, I would feel obliged to also add to this, that,
no, you don’t have to make parents angry.
You don’t have to pick those people as your stupid majority.
You don’t have to make people eat more eggs and bacon.
And you don’t have to make more people smoke.
But in the same way, as there are so many stupid majorities
is out there waiting to be taken down.
There’s also so many smart minorities as well,
and they’re eagerly awaiting your help.
So my final words in that case would be, to choose wisely.
这种情况下 我最后也只能说 请作出明智的选择
Let me start you off with a simple show of hands.