Sister Cities International Conference 2016 Managing an Important - PowerPoint PPT Presentation

Sister Cities International Conference 2016 Managing an Important Asset: Your City’s Brand & Reputation JULY 2016

SISTER CITIES INTERNATIONAL CONFERENCE 2016 2 Contents 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

About us and Portland SISTER CITIES INTERNATIONAL CONFERENCE 2016

SISTER CITIES INTERNATIONAL CONFERENCE 2016 4 Kevin McKeever Scott Nolan Smith Partner Associate Director Kevin is a partner in Portland's London office, where he An Associate Director at Portland, Scott advises leads Portland Local. Established by Kevin in 2012, government, corporate and philanthropic clients on Portland Local is a specialist practice focusing on local media and digital engagement strategy, branding and government, community and stakeholder campaigns, messaging, reputation management, international affairs with a specific focus on London and the UK’s major and public diplomacy. He was formerly Head of Digital cities. Kevin provides clients with senior counsel across a Diplomacy at the British Embassy in Washington and is a range of policy, reputation and campaign issues, from founder and board member of the Digital Diplomacy financial services to housing, retail to strategic Coalition. Previously, Scott managed digital strategy for a infrastructure and politics. Politically active, he has broadcast bureau in Washington and was a leading voice campaigned for the Labour Party across London and the in the launch of an online political news start-up. Scott has a BA in Political Science from Hawai ʻ i Pacific Midlands and stood as a Parliamentary Candidate at the 2015 General Election. Kevin sat on the Business University and an MA in Diplomacy from Norwich Advisory Board for the current Mayor of London, during University. He is also an instructor in the Executive and the 2016 Mayoral election. Kevin also has experience of Professional Education Program at the George working on political and corporate campaigns in the US, Washington University School of Media and Public EU and Middle East. Affairs.

SISTER CITIES INTERNATIONAL CONFERENCE 2016 5 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.

SISTER CITIES INTERNATIONAL CONFERENCE 2016 6 Our offices NEW YORK LONDON WASHINGTON DC DOHA NAIROBI

SISTER CITIES INTERNATIONAL CONFERENCE 2016 6 Trusted by prestigious clients

Cities & soft power SISTER CITIES INTERNATIONAL CONFERENCE 2016

What is soft power and why does it matter? SISTER CITIES INTERNATIONAL CONFERENCE 2016

SISTER CITIES INTERNATIONAL CONFERENCE 2016 10 In 2015, Portland launched The Soft Power 30 , “the clearest picture of global soft power to date”, according to Professor Joseph Nye 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

SISTER CITIES INTERNATIONAL CONFERENCE 2016 11 Hard Power vs. Soft Power HARD POWER SOFT POWER Soft power uses attraction and Hard power is the exercise persuasion to change minds and of influence through coercion, influence behaviour. Soft power is relying on tactics like mil ilit itary generated and leveraged through force, p fo pay ayments an and cul ultur ure, pu publi blic d diplo plomacy, and eco conomic sa c sanct ctions positive contrib ibutio ion 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 U B L I C P O S I T I V E P R O M O T I O N D I P L O M A C Y C O N T R I B U T I O N

SISTER CITIES INTERNATIONAL CONFERENCE 2016 12 Joseph Nye, the originator of soft power, sets out three pillars as the sources of soft power: values, culture and foreign policy P O L I T I C A L C U L T U R E F O R E I G N V A L U E S E N G A G E M E N T SOFT POWER

SISTER CITIES INTERNATIONAL CONFERENCE 2016 13 Why does soft power matter? Two mega-trends make soft power more important to successful engagement THE RISE THE RISE OF OF AN IN INCRE REASIN SINGLY GLY NETW TWORK ORKS DIGIT IGITAL W L WORLD ORLD POWER DIGITAL DIFFUSION REVOLUTION NON-STATE TRANSPARENCY ACTORS ACCESS URBANISATION

SISTER CITIES INTERNATIONAL CONFERENCE 2016 14 Using soft power effectively starts with understanding what resources a city has at its disposal SOFT POWER CONVERSION RESOURCES PROCESS There has been growing enthusiasm for soft power, but it has not been matched by growing understanding or capability OBJECTIVES in government – particularly at the local and city levels. CONVERSION To deploy soft power effectively, a city or region must first understand what soft power assets it has. TARGET RESPONSE NYE,J. (2011) THE FUTURE OF OUTCOME POWER, NEW YORK: PUBLIC AFFAIRS

SISTER CITIES INTERNATIONAL CONFERENCE 2016 15 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 I S I N E T E C H F R I E N D L I N E S S C U L T U R E L U X U R Y F O R E I G N L I V E A B I L I T Y P R O D U C T S G O O D S E N G A G E M E N T

SISTER CITIES INTERNATIONAL CONFERENCE 2016 16 Discussion • What cities jump out as having strong soft power impact? • How do you think your city rates?

Soft power: Building you city’s brand SISTER CITIES INTERNATIONAL CONFERENCE 2016

SISTER CITIES INTERNATIONAL CONFERENCE 2016 18 What is a city brand? A strong brand immediately marks out what a city stands for.

SISTER CITIES INTERNATIONAL CONFERENCE 2016 19 How is a city brand created? 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. • Who are you? • What do you do? • Why are you different? • What do you want to achieve? A clear, compelling set of answers to each of these questions forms the foundation of a strong, recognisable brand.

SISTER CITIES INTERNATIONAL CONFERENCE 2016 SISTER CITIES INTERNATIONAL CONFERENCE 2016 20 Communicating a city brand Establishing a strategy and way forward. PORTLAND’S STRATEGIC PRINCIPLES 2 2 3 3 1 1 Rooted in and serving Rooted in and serving Ambitious but practical Insight and instinct Insight and instinct Ambitious but practical the core mandate the core mandate STRATEGY CONTENT DELIVERY • Objective setting • Media content • Online engagement • Strategic positioning • Digital content • Media engagement • Content and visibility • Content for direct • Crisis management • Measurement and engagement with evaluation stakeholders

SISTER CITIES INTERNATIONAL CONFERENCE 2016 21 Executing a city brand – channels to use • Traditional earned media • Trade media • Owned media • Advertising and marketing • Placed media • Digital platforms • Social media

Internet culture and digital diplomacy SISTER CITIES INTERNATIONAL CONFERENCE 2016

SISTER CITIES INTERNATIONAL CONFERENCE 2016 Classical diplomacy was limited to ‘elites’. 2001: A new US Ambassador arrives in Rome…

SISTER CITIES INTERNATIONAL CONFERENCE 2016 Digital diplomacy increasingly means that everyone matters 2013: A new US Ambassador arrives in Rome…

SISTER CITIES INTERNATIONAL CONFERENCE 2016 25 Digital diplomacy: evolution not revolution Diplomacy Listening, Engaging, Sharing, Influencing, Evaluating Digital Diplomacy Diplomacy, with an expanded toolkit

SISTER CITIES INTERNATIONAL CONFERENCE 2016 26 Cities and digital diplomacy Diplomacy is not just about nations. • Soft power is core to public diplomacy • Cities can conduct online engagement – locally and globally – as an integrated part of broader branding and communications efforts • Culture, business and investment, sport, technology, and political environment can be communicated across many channels creatively online • Leverage citizens to tell your story

SISTER CITIES INTERNATIONAL CONFERENCE 2016 27 Advocating for values Co-creating Informing communications others Digital Diplomacy Collaborative “Trolling” policy making for effect Campaigning

Real life examples Brand, reputation, soft power and digital diplomacy SISTER CITIES INTERNATIONAL CONFERENCE 2016