FUTURE PROOFINGBROUGHT TO YOU BY

Tuesday, 11 March, 2014Blythswood Square Hotel, Glasgow

WELCOME!

CIPR Scotland Group Chair, Laura Sutherland@laurafromaura

It’s time we looked to future proof our profession....new ways of reaching audiences have

developed in the last ten years, not least social media which enables anyone to reach across the globe in a

couple of clicks.

This conference looks at routes to PR, team structures, teaching and skills, leadership and how

we can push PR to the top of the agenda.

Feel free to tweet your thoughts!#PRfutureproof

ORDER OF THE DAY

1-1.30pm Routes to PRProf Jacquie L’etang and Dr Mandy Powell

1.30 - 2.30pm What the future PR team might look like Nick Jones and Lynda Redington

2.30-3.30pm PR professionals of the future John Heuston and David Martin

3.30 -3.50pm Break

3.50- 4.25pm LeadershipDavid Watt

4.25-5.30pm PR – Yes or No Alastair McCapra, Phil Morgan, David Watt and Stephen Penman

5.30 – 6pm Networking drinks

Speaker biographies on seats

No planned fire alarms

Help yourself to water

Toilets outside the room in the corridor

Interactive – each speaker will take questions or discussion points after the presentation

Tw: #PRfutureproof

Wifi access

HOUSE KEEPING

ROUTES TO PR

Professor Jacquie L’Etang and Dr. Mandy Powell talk us through the recent research into senior

PR practitioners in central Scotland

PR Routes & Roots: hierarchical or rhizomatic structure?

Enacting Communications Expertise Through Public Relations PracticeProfessor Jacquie L’Etang, Dr Magda Pieczka & Dr Mandy PowellMedia, Communications & Performing ArtsQueen Margaret UniversityEdinburghEH21 6UU

Bird, Plane or Superman?

Who is ‘senior’ and how is it made apparent?

What is ‘senior’ expertise?

What knowledge and thinking underpins ‘senior’ expertise?

An historical category

Routes to seniority – from ugly duckling to swan Linear? Networked? A route map or an aporia (pathless path)?

What the doctor ordered?

Project conceived as Knowledge Exchange – identifying a need and working collaboratively to find solutions

Designed initially as linear pathway: research–gap analysis–diagnosis–design and delivery of solutions– dissemination

Abandoning the SatNav and the primrose path to navigate complexity, aporia and re-entrants

Research methodology: where are the gaps?

literature review

exploratory and pilot

qualitative social science

multi-level intervention: focus group, interview, individual mentoring (co-creative)

grounded theory

coded and analysed in NVivo (data software tool)

From identifying deficits to mapping assets

from transmission to co-construction model

knowledge about practice meeting knowledge in practice through dialogue

dialogue as deliberative space

participation not imposition

person, practice and social world

Towards authentic and autonomous professional education: Communities

of Practice(a) from networks to knotworks

(b) importance of horizontal and multidirectional connections in human lives (rhizomatic structures)

(c) simultaneous vertical (cognitive) and horizontal (social) movements enacted through participation in work

(d) professional learning as shift from peripheral participation to becoming increasingly complex and engaged

Towards authentic and autonomous professional education: Reflexivity

(a) from calculative problem solving to meditative thinking

(b) opening ourselves to the exploration of tensions and recognising identity as ephemeral

(c) being more responsive to different ways of thinking and acting (unbecoming)

(d) commitment to open debate, to problematise language, truth claims and universal explanations

(e) tension between professional practices and organisational structures

PR professional bodies: fit for purpose?

“I just don’t think the profession has sufficiently communicated itself as an actual generator of ideas as opposed to the seller of ideas.”

“... to some extent the industry in Scotland as well as elsewhere is guilty of and to some extent perpetuating a very narrow perception of what PR is ...”

“... I’m not sure ... it’s not a matter of going on a course ... sometimes it is literally lived breadth of experience ... [and] quite a depth of knowledge.”

“I mean I had probably thought the CIPR would have more of a space for that [reflexive practice]. I don’t find that they have.”

Theorising/Towards a systematic understanding of learning in PR

work ...

where are the communities of practice practitioners participate in and learn from?

how do practitioners learn to think?

what strategies do they use to analyse their practices?

how is this supported? (and by who? whose responsibility?)

where and what is the role of specialised knowledge?

Futures? Shift focus from skills to thinking processes and critical

reflexivity

The hidden value of senior PR knowledge/thinking that underpins expertise

Transformative engagement in safe spaces to facilitate self-understanding

Formulating senior PR knowledge and expertise for developmental purposes

Partnership working between senior practice, professional bodies and senior academics e.g. ‘practitioner-in-residence’; academics to ‘work-shadow’ in practice.

Professional doctorates, advanced modules, academic mentoring

Storied so far

IPRA Thought Leadership Series:

Wanted: A Community of Practice for Senior Public Relations Practitioners

http://eresearch.qmu.ac.uk/3358/1/eresearch_3358.pdf

QMU Working Paper Series:

Accessing PR Expertise: methodological considerations

http://eresearch.qmu.ac.uk/3340/1/3340.pdf

WHAT THE FUTURE PR TEAM MIGHT LOOK LIKE

Nick Jones and Lynda Redington talk about their organisations and their teams – structure and skills

NICK JONESHEAD OF DIGITAL, VISA EUROPE

Visa Europe Confidential. This information is not intended, and should not be construed, as an offer to sell, or as a solicitation of an offer to purchase, any securities.

CIPR ScotlandSocial Media BAU* for the Future PR Team

Nick JonesHead of Digital & CSRVisa Europe@njones

Social Media BAU

• What is BAU?• BAU for Visa Europe• BAU for social media• Social media strategy• BAU*

BAU for the real world

Not unsettling or distracting!Not unsettling or distracting!

So is it this…? Do what you do well and keep going

http://www.keepcalm-o-matic.co.uk/ for all your parodying needs

… or this?

BAU in my old job

Visa Europe’s BAU

BAU: big systems, big networks…

• 37Countries: Greenland to

Turkey

• 13.2bn transactions

• 35,000 per second at peak

• 20 milliseconds to authorise

BAU builds a big brand

MORE STATS!

15,000Followers

15,000Followers

Social Media is BAU for Corp Comms

Social Media is BAU for Corp Comms

BAU: an expanded Twitter footprint

@VisaEuropeNews@VisaEuropeJobs@VisaEurope_FR@VisaEurope_DE

@VisaEuropeNews@VisaEuropeJobs@VisaEurope_FR@VisaEurope_DE

BAU: producing ‘glanceable’ content

MORE STATS!

BAU: Images that are findable and shareable

BAU: measuring and monitoring to understand

A strategy for a Future PR Team

Four part approach

• Review and revise our messages for digital edges• Understand better how influence flows in this new world• Tell stories made for a digital world• Engagement: preparing for the big challenge

Revise and revise our messages for digital edges

• Edges are the angles that cut through• They need to be honed regularly

• Is it still attractive and coherent to digital culture?

• Digital culture• Tries first

• Comments first

• Dis-proportionate content creators

• Disgusted of Tunbridge Wells replaced by Digital of TechCity?

Using comms plans to pick the right stuff from the digital smorgasbord

Create content

Pick channels

Tune timing

Handle interaction

2. Understand better how influence flows in this new world

• Develop strong insight into digital behaviour of our stakeholders and their relation to digital culture demographics.

www.attenzi.comwww.attenzi.com

Who to trust?

http://www.brands2life.exvn.com/docs/Brands2Life_Oriella_Digital_Journalism_Study_The_New_Normal_for_News_Report_2013.pdfhttp://www.brands2life.exvn.com/docs/Brands2Life_DJS_2013_GRAPHIC.pdfhttp://www.brands2life.exvn.com/docs/Brands2Life_Oriella_Digital_Journalism_Study_The_New_Normal_for_News_Report_2013.pdfhttp://www.brands2life.exvn.com/docs/Brands2Life_DJS_2013_GRAPHIC.pdf

Who resonates with the influencers?

Empowering employee advocates @VEapprentices to @StevePerryVE

Understand how the influencers are measured

http://www.brands2life.exvn.com/docs/Brands2Life_Oriella_Digital_Journalism_Study_The_New_Normal_for_News_Report_2013.pdfhttp://www.brands2life.exvn.com/docs/Brands2Life_DJS_2013_GRAPHIC.pdfhttp://www.brands2life.exvn.com/docs/Brands2Life_Oriella_Digital_Journalism_Study_The_New_Normal_for_News_Report_2013.pdfhttp://www.brands2life.exvn.com/docs/Brands2Life_DJS_2013_GRAPHIC.pdf

3. Tell stories made for a digital world

• Produce content that is interesting and compelling because it is: part a strong story, and part told in a relevant way

Social media story telling BAUGet a cat… that can dance

https://www.gov.uk/government/history/10-downing-street#larry-chief-mouserhttps://www.gov.uk/government/history/10-downing-street#larry-chief-mouser

Been there, done that.

Social media BAUIf you can’t

Even humble tea cakes can tell stories

49

50

51

52

4. Engagement: preparing for the big challenge.Consumer and corporate comms connecting

The challenges of social media BAU*

• Demand for market specific language content• No respecter of boundaries• No respecter of brands

Market specific language content

BAU* The social world respects no boundaries

BAU* Merciless ridicule of poor execution

Summary

• Social media is BAU• There can be digital elements to many comms plans• But remember they must be led by business objectives• Story telling remains important• Greater understanding of the influencers is needed• Content that cuts through is critical

Thanks

@njones

LYNDA REDINGTONHEAD OF CORPORATE & COO

THE LEXIS AGENCY

Evolution or Extinction

Jason GallucciCEO

The Lexis Agency

Huge Threat, Huge Opportunity

PR Skill should dominate marketing for the next 10 years

Most PR agencies will go bust

FAD OR FOREVER?

• PC & Smartphone

• Social Media

• TV Fragmentation

• Cost Per Reach

• Viewing Behaviour Change

• Trust

• Influencers

• Engagement

PAID MEDIA = I buy my space I say what I want

OWNED MEDIA = I own my space I say what I want

EARNED MEDIA = I do something that makes others say what they want about me

PAID MEDIA = ADVERTISING?

OWNED MEDIA = DIGITAL?

EARNED MEDIA = PR?

Pre Social Age

PAID MEDIA

Owned MediaEarned Media

Post Social Age

EARNED MEDIA

Owned Media Paid Media

Marketing has Flipped

Well, it will do over the next few years.

The Skill of EARNED can be applied to PAID and OWNED

Any piece of content could be a catalyst

If it is designed to be

BattlegroundWho creates the catalysts?

Do we design them or just “PR them?”

CMO test: Define PR Skill

Reputation Management?

Comms?

Publicity? (in print editorial?)

Spin?

The relationship between a brand and its publics?

Internal Structures Big brand organisations have been built around advertising for the last 50

years

They have not been built for the next 50 years

Who is “Lead” Agency?Advertising has lead for 50 years (and are trying to adapt to keep CONTROL).

Ad agencies serve 2 functions:-

1. Brand Strategy and Creativity (big talent ECD, ESD)

2. Short Film making (Content)

Strategy, Creativity or Activation?

Activation Areas:

PR (publicity)SocialUXDigital BuildContentExperientialDesignCSRPOSDM

Who’s in control?

We need to differentiate between Strategy, Creativity and Activation

Earned Media StrategyEarned Media CreativityInfluencer ID

PR (publicity)SocialExperientialUX

Our DNA

Why will they care?

Why will they share?

Give PR a Makeover

Own the skill of 3rd party influence across ALL channels

Own the skill of Story Creation and Placement

Own the skill of Influencer Marketing

Own the metrics of Cost to Engagement

Own an ECD and ESD

Own Earned Media

Be LEAD agency

Jim Wolf

Talent• Invest in credible talent on a par with Adland

• Who can you put around the table in a head to head?

• We recently hired Tessa Barrera, former Global Head of Social for Red Bull to run our social business

Stay on speed• What is working, what is not?

• Know New Campaigns, New Technology, New Trends

• We have a creative hub that is updated every day. It contains at least 200 case studies from around the world that out entire agency must LEARN

• Everyone must SHAG!

Data• Metrics are dead, long live data

• Give them a dashboard

• Enable them to crow – easily

Educate• Help clients with their own careers

• Pick your battles

• Be bold and go to the top (if you are ready)

• Save them money

Keep evolving

“Transient Dogmatism”

The Stakes

Increasing and Significant Earned Media Budgets

Decreasing PR Budgets

Money where my mouth is

In April 2014 we are becoming a new collective of agencies under one roof.

100 people, £10m in fees, working for some of the worlds best brands

Services range from ‘PR’ to Social to UX to Experiential to Content Creation to

Video Seeding

We will have a very senior, agnostic Strategy and Creative team in the centre

We specialise in Integrated Earned Media Marketing, turning influencers into

brand evangelists

PR PROFESSIONALS AND THE FUTURE

John Heuston talks us through what FE is teaching its students and how they link into future

employers. David Martin will give us insight into what Skills Development Scotland is doing to fill the

gap and ensure the future is bright

DAVID MARTINSKILLS DEVELOPMENT SCOTLAND

Scotland’s Creative Industries& Skills Needs

David Martin, Key Sector Manager – Creative Industriesdavid.martin@sds.co.uk @creativeSDS

SDS - CIPR 2014

We work in partnership with the sector to:• Enable people to reach their potential

• Make skills work for employers

• Improve the skills and learning system

• Prepare Scotland's workforce for today's global economy

Skills Development Scotland

SDS - CIPR 2014

Gathering intelligence on the skills demands of employers:• Partner insight

• Working with employers & representative bodies

• Skills alert on ourskillsforce.co.uk

• Skills pulse surveys

Articulating & prioritising skills development needs in sectors & regions:• Skills Investment Plans

• Regional Skills Assessments

• Regional Investment Plans

SDS - CIPR 2014

Employer & Economic Demands

Scale of the sector / growth ambition

Review evidence of skills needs

Identify skills priorities for growth

Test with industry

Secure buy-in for SIP Actions

Assess supply side constraints

Publish SIP/ Action Plan

Gap filling

SDS - CIPR 2014

Skills Investment Plan Process • Review of economic data

and skills and LMI research

• Consultation with more than 80 stakeholders across industry and partners

• SIP now finalised

• Next stage – action planning workshops with key partners

• Disseminate outputs to industry

•Diverse range of sub-sectors with main areas of growth in digital•Dominated by micro-businesses with high levels of freelance working•Long-term growth trend stalled by recession•Recent increase in business numbers and output suggest recovery•Workforce highly qualified but lacks diversity

Indicator Creative Industries total % of Scotland total

Registered Enterprises (2012) 12,325 8%

Employment (2012) 65,000 3%

GVA (2011) £2.73bn 3%

SDS - CIPR 2014

Scotland’s Creative Industries

Source: Scottish Government Economic Strategy Growth Sector Statistics, 2013

Skills Development Scotland CIPR 2014

Drivers:

• Digital technology• Globalisation• Uncertainty • Consumer behaviour

Demands:

• Creativity• Innovation• Multi-disciplinary working• Adaptability

Future skills demand at the highest levels – digital and business skills

The emerging skills landscape

• 20,000 students in Higher Education and 38,000 in Further Education

• Growing focus on entrepreneurial skills, but still largely the domain of business schools

• Issues of over-supply?

• Provision and uptake of MAs still modest in the sector

• CPD patchy and difficult for micro-businesses and freelance labour force

• Industry prizes experience

SDS - CIPR 2014

The current supply

Addressing the digital agenda

Developing industry readiness

Developing leadership and business skills

New approaches to delivery

Understanding the sector

SDS - CIPR 2014

Key themes for action

SDS - CIPR 2014

SDS & CIPR Scotland:A new skills partnership

• Do you recognise the patterns and issues I have described?

• How diverse is your company skills base & workforce?

• Do you recognise the patterns and issues I have described?

• How diverse is your company skills base & workforce?

• What are your plans for succession planning?

• How do you identify, secure and introduce new talent?

• What are the challenges in developing your company capacity & capability?

• What would help you to manage and respond to these issues better?

Working with national and local partners to invest in employers:

• Modern Apprenticeship programme

• Employer Recruitment Incentives

• Flexible Training Opportunities

• Energy Skills Challenge Fund

• Low Carbon Skills Fund

• Our Skillsforce – www.ourskillsforce.co.uk

SDS - CIPR 2014

Supporting employers

JOHN HEUSTONCITY OF GLASGOW COLLEGE

© City of Glasgow CollegeCharity Number SC0 36198

Future Proofing: An FE perspectiveJohn Heuston

City of Glasgow College@adprJohn

HND Advertising and Public Relations

Key skills.

• Press conference• Media release• Damage limitation• Partnering with Kelvingrove, The Big Issue• PR campaigns (objectives, publics, evaluation)• Communications audit, media scanning, press packs• In-house v consultancy (job titles and roles)

• Business skills• Social (blogging, Twitter, company Facebook pages)

Destinations.• Glasgow Caledonian University• (Media & Communication. Marketing)• ----------------------------------------------------------------------------------• CIPR accredited:

• Napier University• (Communications, Advertising and PR)

• Queen Margaret University• (PR & Marketing. PR & Media)

• Other universities• (Robert Gordon, UWS, Leeds Met)

The real destinations.• 3x1

• Aura PR

• Weber Shandwick

• Parlez Media

• Pagoda PR

• Edrington

Let’s talk.

• We’d like to invite you to:

• Work with us on assessments. Feeding back to them. (STV, Big Issue)

• Shape the course.

• Mould your future employees.

• Work experience. Internships. Workshops. Guest lectures

Thank-you.

• @adprJohn

• John.Heuston@cityofglasgowcollege.ac.uk

• 0141 271 6218

• 300 Cathedral Street, Glasgow G1 2TA

LET’S BREAK FOR 20 MINUTES

LEADERSHIP

Lead the way and others will follow. CIPR has a duty to set professionals standards but how can get

into the boardroom?

David Watt, Director, IOD Scotland talks us through some top-line research we carried out with IOD

members and discusses leadership

Help, Support and Develop Directors

and provides:

- A range of services & facilities

- Events & Contacts

- Lobbying & Representation

- Professional Development

IoD in Scotland exists to:

•IoD Core Activity

•Companies

•Third Sector

•Public Sector

•Scotland’s future

Competent Boards and NXDs are key for:

Boards have to know about –•Corporate Governance

•Legislation

• Fiduciary behaviour

•Health and Safety

•Bribery

•Compliance

•Commerce

•Industry specific knowledge

•Strategic thinker

•An expert in something you need

•Not the same as you

•Understands the context

Boards have to know about –•Strategy

•Environment

•Social media

•Politics

•Risk

•HR

• Etc., Etc.and

Now you want to add PR!!!

CIPR/IoD research•89% believe comms integral

•56% don’t have comms or PR person at senior/board level

•Reports –

•34% to CEO

•12% to wider board

•23% to marketing director

•12% to senior management team

CIPR/IoD research

•45% say it is on board agenda

•Only 33% saying occasionally on agenda

•Only 1/3 of Directors regularly taking comms advice

•77% media trained

•70% robust plan for crisis but one third have nothing!

Boards should be on top of –•Reputation

•Image

•Corporate Governance – in practice

•Crisis planning

•Business Continuity

and they need help to do it!

A Good NXD is:•A critical friend – a sceptical ally

•Strategic thinker

•An expert in something you need

•Not the same as you

•Understands the context

NXDs have to know about:•Risk•Vision•H&S•Values•HR•Compliance•Finance •Social Media •Strategy etc. etc. etc.

Especially know what they don’t know!

So can CIPR members help?

-Get involved -Push your expertise and worth-Join the IoD-Get trained-Move outside your comfort zone

Get on Board!They need your skills – they just don’t know it!

CIPR AFTER THE REFERENDUM

Alastair McCapra, Phil Morgan, David Watt and Stephen Penman lead the panel. Your input is

required!

What if anything will change?What sectors will be affected the most?

How will it change our approach to do business?Does it possess an opportunity for Scottish-based PR

companies?Will Scotland be an international hub like London?

#PRfutureproof

THANK YOU FOR COMING TO “FUTURE PROOFING” AND FOR YOUR PARTICIPATION TODAY

LET’S NETWORK!

FUTURE PROOFINGBROUGHT TO YOU BY

Tuesday, 11 MarchBlythswood Square Hotel, Glasgow