Examining the structure of influence at the PRINZ Conference
The Synap tool was applied to explore the structure of interaction and influence amongst those attending the annual PRINZ conference. There were two specific objectives.
To help the conference attendees to:
- Identify the people they should talk to
- Identify the people whom could make introductions for them
- Identify the key people in their area of interest.
To help PRINZ to:
- Build a visual representation of the 'place and space' of the conference attendees.
- Identify how engaged individuals are with the initiatives of PRINZ
All those registered (161) to attend the conference were surveyed, with a 70% response rate. The questionnaire asked them to indicate whom they know (amongst other delegates), whom influences their thinking/practice for PR/Comms skills, and their level of engagement with a range of PRINZ initiatives.
Analysing the network:
To interact with the visualisations below click on the relevant link. In the window that opens you can click on the individuals to see whom they are connected with. There is also an instructions button in the window that opens. Click on that button to get further instructions on how to use the interface.
Who knows who?
What is this about? These individuals are the ones that have the most connections. They are 'in the know' and can be used to identify sources of intel in the network and help support (or hinder) information flow.
What does this show? There are a handful of key individuals that are known by a large number of those attending the conference. The majority of the delegates though know relatively few delegates prior to attending the conference.
What does this mean? There is significant opportunity to work through those already well known to help individuals to make introductions to those they don't already know.
Explore the 'who-knows-who' network in the interactive visualisation tool
Influence on practice
What is this about? These individuals are those most highly connected to other highly connected individuals, and those with few other connections. They have high social capital, and can be used to mobilise others across the network.
What does this show? Similarly to the centrality measure, there is a small handful of individuals that sit in influential positions on the network. However, a large number of these individuals are influenced by the same group of influential individuals. The possible challenge here to be aware of is not to get stagnated with a 'group think' mentiality. This is where those whom are influential share a common view point, and new ideas have a difficulty getting exposure.
What does this mean? It is important that PRINZ be mindful of the 'group think' challenge. To do this PRINZ needs to look at opportunities for those at the periphery of the network to have more exposure to their ideas amongst those in the centre.
Explore the influence on practice network in the interactive visualisation tool
Engagement with PRINZ activities
What is this about? This shows the individuals that are influencing PR/Communications thinking and ideas. It also shows the links to those whom think the range of PRINZ activites are relevant for them.
What does this show? To protect the confidentiality of the respondents we have just used a random three letter code. This is therefore illustrative of the application of the tool - PRINZ will have access to the actual names. By clicking on those whom are influential you can see the activites they see as relevant. It is these individuals that PRINZ can work though to increase the uptake and engagement with these activities. PRINZ can work though these individuals to promote their ideas to others whom themselves do not see the relevance of the activity.
Explore the network engagement with PRINZ initiatives in the interactive visualisation tool