thursday, 16 june pr festival master slides
TRANSCRIPT
Welcome to Scotland’s
first PR festival!
Laura SutherlandFounder of The PR Fest, Chief at Aura
128 attendees31 speakers3 workshops
6 volunteer studentsLearning, sharing &
collaboratingNetworkingCPD points
Teamwork begins by building trust. And the only way to do
that is to overcome our need for invulnerability. Patrick Lencioni
Effectively, change is almost impossible without industry-
wide collaboration, cooperation, and consensus.
Simon Mainwaring
You need to be aware of what others are doing, applaud their
efforts, acknowledge their successes, and encourage them in
their pursuits. When we all help one another, everybody wins.”
Jim Stovall
Iain ValentineManaging Partner, Whitespace
Dan Slee, Comms2point0Chair of ‘PR for social good’ panel
Iain ValentineManaging Partner,
WhitespaceClare Smith
Chief Marketing Officer, Scottish Government
Ann RoweHead of Communications &
Marketing, SCVO
Ross McCullochDirector, Third Sector Lab
Louise MacdonaldCEO, YoungScot
Carolyn MitchellDigital Leader,
South Lanarkshire Council
Frederik VincxCEO & Founder, Prezly
Stella BaylesDirector, Coverage Book
Sarah Hall#FuturePRoof Editor
#FuturePRoofing public relations
Sarah Hall16 June 2016
About me
About meFirst North East public relations practitioner to get Chartered
Editor of the industry-wide, global community project #FuturePRoof aimed at asserting PR's value as a management discipline and the role it plays in achieving organisational success
Policy director for the PRCA and global body ICCO
In 2014 awarded the Sir Stephen Tallent’s medal by the CIPR for exceptional achievement in PR practice
Digital marketing certificate from Google, MA in Marketing from Northumbria University’s Newcastle Business School and BA (Hons) in French and Media from Leeds University
Today’s agenda
About #FuturePRoof
About #FuturePRoof
A handbook for senior practitioners looking at the changing face of the industry
The story of public relations as a management discipline
www.futureproofingcomms.co.uk@WeArePRoofed
About #FuturePRoof Since launching, over 2000 combined downloads and book sales
Policy director for PRCA and ICCO – current project on mental health
Speaking gigs in NE, NW, heading to South West and Channel Islands
Regular podcast
#FuturePRoof 2 spec underway
Back to the future
In 1999, Dr Jon White presented a paper to the Swiss Public Relations Society that stated the future was bright for PR practitioners.
This was dependant on practitioners recognising ‘the opportunities presented by the environment and management needs’ and ‘taking steps to educate and train themselves’, as well as making ‘full use of communication technology, to provide reliable, if not indispensable, services to managers as they seek to deal with complexity and manage successful businesses.’
The challenge today
No need to redefine public relations – we need to reframe our approach
The role of public relations professionals is to find organisational purpose, agree and test company principles and keep the publics that the business is there to serve front of mind
A public relations role
“<Organisations> are being forced to re-thinktheir purpose and how they gain and maintaintheir legitimacy not only with their immediate stakeholders, but to society more widely.”
Professor Anne Gregory
We need to #FuturePRoof PR
Public relations is a powerful management tool and the department that organisations should appoint to lead the wider marketing function
But this still isn’t happening
According to a report called Exploring Strategic Risks by Deloitte and Forbes Insight, 40 % of executives cite reputation as the number one boardroom risk
Why not? We are stuck in a loop
The challenge todayTo improve our value as practitioners, we need to shift away from tactics and outputs and think holistically about the business benefits that public relations can bring
How does our work help an organisation achieve its objectives? How can we report our results in Board speak?
Talking about public relations as a management discipline changes what we do, how we talk about it and the approach we take to our continuous professional development
It changes how employers see us and the worth they accord to our work
The challenge today
“PR’s place should always be in the room if not at the table when organisations are making critical choices. That place, recognised, consulted and included as a business discipline, has to be earned but it is essential to have for PR to fulfil its purpose.”
Mike Love
Are you any good?
Good public relations consultants need to have strategic, leadership and ethical capabilities
We need to understand how organisations work and hold management and financial qualifications or have completed non-executive director programmes
Are you any good?
“There are very few standards in publicrelations. It’s surprising for a business that is tasked with the critical role of managing the reputation of an organisation.”
Stephen Waddington
Are you any good?
There’s no excuse for us not to be delivering at the top of our game
The Global Alliance Global Body of Knowledge (GBOK) project continues to move forward with the establishment of a competency framework which maps from entry level upwards
Individuals need to take personal responsibility and not rely on their employers to set their training needs, equally employers need to invest appropriately in staff training and development
Your call to action
Reframe public relations as management discipline in your own head
Read #FuturePRoof – www.futureproofingcomms.co.uk
Check out www.globalalliancepr.org and ensure you have the skillset to deliver at the highest level
Tell everyone who will listen why PR should form part of the strategic management function and its importance to organisational success
That’s how the future will remain bright for public relations practitioners
Thank you – any questions?
Sarah Hallsarah@sarahhallconsulting.co.ukwww.sarahhallconsulting.co.uk07702 162 704
Join the #FuturePRoof community
www.futureproofingcomms.co.uk@WeArePRoofedLook up the Facebook group
Stephen HullEditor-in-Chief, The Huffington Post UK
John BrownPR Consultant & co-author,
‘PR & Communication in Local Government’
Main sponsors
Sarah ChisnallFounder & Director,
InsightScotlandElaine McKean
Managing Director, Indigo
Alastair RossHead of Public Policy, (Scot,
Wales & N. Ireland)Association of British
Insurers
Main sponsors
Video in PR workshop
PR census 2016 results
Speed networking!
Drinks!Sponsors