#PR2015: trends and predictions for 2015 from the CIPR

#PR2015
#CIPR | @CIPR_UK
Insight into the trends and issues affecting
the business of public relations in 2015 by
the regional, national & sector groups of the CIPR.

STEPHEN WADDINGTON CHART.PR MCIPR, CIPR PRESIDENT 2014
One of my pledges as President for 2014 was to foster a stronger sense
of community within the CIPR. The organisation is the sum of its members
who hail from its 14 regional and national, and 11 sector groups.
Last year we asked each of the groups to look forward to the coming 12-month and share what hot
topics and issues are on the horizon for their members. The report has received almost 20,000 views.
We’ve repeated the exercise this year to create the #PR2015 book. The result is a powerful snapshot
of the state of the public relations profession in the UK.
There are many common themes: content marketing, media change, integration with other areas of the
organisation, the blurring of internal and external audiences, an increasing recognition of the strategic
value of public relations, and measurement of the economic contribution of public relations.
Ours is a profession embracing change as public relations shifts beyond the silo of communications
and becomes part of every area of a modern organisation from sales to customer service, and from
product development to human resources. It is a profession confident of its purpose and future,
underpinned by the CIPR’s drive to improve professional standards.
Thanks to all to the contributors and in particular Andy Ross at the CIPR for managing this project
and developing this report. His drive and determination is the reason that this publication has been
realised. I’m confident that that you will find it useful.
Chartered Institute of Public Relations: #PR2015 2
FOREWORD

CONTENTS
CHANNEL ISLANDS �4
CYMRU WALES �5
EAST ANGLIA �6
GREATER LONDON � 7
MIDLANDS �8
NORTH EAST �9
NORTH WEST � 10
NORTHERN IRELAND �11
SCOTLAND �12
SOUTH WEST �13
WESSEX � 14
YORKSHIRE & LINCOLNSHIRE �15
CONSTRUCTION & PROPERTY � 16
CORPORATE & FINANCIAL �17
EDUCATION & SKILLS �18
FIFTH ESTATE — VOLUNTARY SECTOR � 19
HEALTH & MEDICAL � 20
INTERNAL COMMUNICATIONS �21
INTERNATIONAL �22
LOCAL PUBLIC SERVICES �23
MARKETING COMMUNICATIONS �25
PUBLIC AFFAIRS �26
SCIENCE, TECHNOLOGY, ENGINEERING & MATHEMATICS (STEM) �27

ADAM RIDDELL MCIPR, CHAIR OF CIPR CHANNEL ISLANDS
From a ‘mainland’ perspective, the Channel Islands are often seen as curiosities — small islands with
populations the size of small towns that do something to do with financial services, but that are mainly
best known for an 80s detective series and tasty (but expensive) fruit, vegetables, milk and knitwear.
Of course, these stereotypes are wide of the mark. In fact, whilst
we are by far the smallest regional CIPR group, the talents of
those working in PR in the islands is right up there with the best
of them — Jersey and Guernsey professionals work with big
brands and internationally, and regularly feature in the CIPR’s
national and regional awards.
As far as financial services are concerned, rafts of regulation and
political posturing have meant that the islands have consistently
had to prove they meet the highest international standards. In
fact, with broad networks of tax agreements, high levels of anti-money
laundering standards and commitments to cooperating
with international authorities, the islands often surpass the
standards demonstrated by larger countries, including the UK.
Increasingly, though, legality is not enough when it comes to
wealth and tax planning, and morality is increasingly an issue.
Consequently, the islands are having to find ways to explain the
beneficial role they play.
For this reason, there has been a focus in recent years on
evidence-based PR. Jersey has commissioned a number of
independent reports to highlight how it — and by association
Guernsey too — is a conduit for around £1/2 trillion of inward
investment into the UK, plays a positive role in facilitating asset
flows around the world, and supports growth in developing
countries, specifically Africa.
Because of the international nature of the finance industry, PR
practitioners in the islands aren’t just working locally — they
are working in multiple jurisdictions. Jersey and Guernsey
are successfully exploring markets in Asia, Russia, Africa and
Latin America, for instance. This international focus requires a
sophisticated understanding of communication techniques.
Finance isn’t the only industry here with ambition. Both Jersey
and Guernsey are committed to carving out digital economies,
and positioning themselves in the right way will be a significant
undertaking if they are to be taken seriously. There is real
progress in this area, though, and having a cutting edge digital
community locally will also provide plenty of opportunities for
the PR community.
Meanwhile, tourism remains important and, with flights to
warmer climes having become more affordable, protecting
a core tourism product will continue to require considerable
communications efforts. At the same time, Jersey has in recent
years built up a sizeable base of mining and natural resources
businesses, almost doubling the number of such businesses in
the last 12 months. How this is positioned will also provide food
for thought for PR professionals.
Looking ahead, how the islands engage on an international level
will be paramount to their success, and the vibrant PR industry
here can help them achieve that. We’re a small group, but a
talented one that is committed to supporting the CIPR’s work.
CHANNEL ISLANDS

VAL BODDEN MCIPR, CHAIR OF CIPR CYMRU WALES
Last year in Wales, we welcomed Barack Obama for the NATO conference and we celebrated a year
of the prose and poetry of Dylan Thomas in the centenary of his birth — providing Welsh practitioners
with many supporting and successful PR campaigns.
In 2015, we will once again be hosting a myriad of events that will
place Wales at the forefront of a vibrant, happening scene over
the next 12 months. In particular, as a lively sporting programme
is forecasted, PR agencies, solo practitioners and in-house PR
operators will need to be fit and ready for action to put their
well-honed professional skills to the test.
For starters, we have the RBS Six Nations games, kicking off with
Wales .v. England, always a challenge to inspire a warm “hands
across the borders” atmosphere. And later in the year, there is the
Rugby World Cup, with Cardiff playing host to several matches.
On the cricket field, we have the Ashes in July at the SWALEC
Stadium — surely an international occasion for PR professionals
to bat for! An increasingly popular sporting event, which will
certainly put Wales on the world map in 2015, is Velothon Wales,
a cycling weekend attracting the best riders across the globe,
testing their skills in the rugged beauty of the Welsh countryside.
A Welsh Government Minister said: “Velothon Wales is an
exciting new event and, as one of four Velothon events in the
world, puts Cardiff and the surrounding area on a stage with
cities like Berlin, Vienna and Philadelphia. It is another of the
major sporting events we are bringing to Wales, which all serve
to build our reputation as a nation with an excellent pedigree
in delivering major events that attract both locals and visitors
alike.” A worthy commendation that should help prompt some
inspirational PR projects.
Following hard on the heels of the Nato conference, Wales is
getting ready to receive a gathering of many of the world’s best
known former leaders, including Bill Clinton and Helmut Kohl, for
the annual InterAction Council at the Celtic Manor in 2015.
Here at CIPR Cymru Wales, we are putting our own plans in place
to provide a year of training, networking and stimulating talks
that will encourage our members — and potential members that
come along to our events — to put the learning into practice in
their working lives as professional communicators.
We held an extremely successful CIPR Cymru Communications
Conference in 2014 and judging by the excellent feedback from
delegates, on both the quality of the presenters and the valuable
content — it is definitely on the agenda for 2015. We will also be
looking at courses on a range of always popular topics, including
Stakeholder Engagement; Strategic PR management; PR & Search
Engine Optimisation; Creating a PR Strategy; Measurement and
Evaluation and How to Create Video for the Web.
We are also fully supportive of the national CIPR focus on
professionalism in our industry and on boosting continuing
professional development (CPD) amongst members — unique
to our organisation and something we should all be proud to
promote and maintain. In 2015 we will emphasise the value of
CPD points in all our Wales events, adding to the value of CIPR
membership.
CIPR Cymru plans to hold a round table event with leading
practitioners across Wales in 2015 to discuss the skills, expertise,
ethics and professionalism we hold dear as CIPR members and
ways we can make Welsh businesses incorporate these values as
part of their everyday principles.
So let’s embrace all that is to come in 2015 with a hale and hearty
spirit!
CYMRU WALES

KATE MORFOOT MCIPR, CHAIR OF CIPR EAST ANGLIA
2015 is set to be an exciting year as East Anglia becomes more accessible as major improvements
to the A47 will take their most significant steps towards becoming a reality as the Government commits
more than £300m to a host of improvement schemes on the road.
This recent announcement comes as the A11 dualling is on the
verge of completion, which is expected to bring with it a major
economic boost.
East Anglia is best known for bringing in revenue related to
tourism, the creative arts, agriculture and finance. All of these
sectors have something to shout about!
The Tour of Britain will be returning to Norfolk and Suffolk for
the fourth year bringing a multi-million pound boost the region’s
economy. Over the three years, the event increased in popularity
and its economic impact grew, boosting the region by £3.5m
two summers ago.
Tourism is booming in East Anglia which is much to do with the
award-winning attractions, hotels, beaches, heritage locations
and gardens which are proactively promoted by Destination
Management Organisations (DMOs) and PR agencies which are
representing these on a national basis.
Creatively, East Anglia is on the map with the hugely popular
Cambridge Folk Festival, Latitude, BBC Look East and ITV
counting the region as its home. The Sainsbury Centre for Visual
Arts will play host to a blockbuster exhibition Francis Bacon and
the Masters in 2015 expecting to bring world-wide attention.
East Anglia is renowned for its food and agriculture. Being one
of the driest regions, we are able to grow the country’s staple
food! East Anglia is the main supplier of all the UK’s onions —
mainly from the Elveden Estate. The region is a key grower and
supplier of malting barley for beer, a main producer of vegetables
and salads grown on the peaty soil of the Fens. With the rise in
local food markets, food festivals and consumers wanting food
heritage, this has all complimented the tourism industry perfectly
and another reason for gaining great publicity about the region.
On the finance side- a recent announcement that Aviva is likely
to merge with Friends Life could turn out to be good news
for the insurance giant’s 5,500 workers employed in Norwich.
Aviva started life in Norwich and employs around 28,000 staff
worldwide. It’s a key component in our sound financial intuition
in East Anglia where many other finance and insurance groups
have taken up their HQ’s.
The UK’s recovery from recession is a determinedly slow one
and I don’t mean this negatively. There’s opportunity for growth
and positivity for 2015 is part way to gaining trust and spend.
Training, skills and apprenticeships are forever important and I
hope that the schemes and mentoring in place will continue to
encourage the next generation to learn and gain in confidence.
EAST ANGLIA

PAUL CULLEN MCIPR, CHAIR OF CIPR GREATER LONDON
London is never far from the spotlight of the world stage, and 2015 is unlikely to be any different.
The Rugby World Cup, with its opening ceremony taking place in London in September 2015, definitely
has the PR success of London 2012 in its sights.
Former LOCOG Head of Public Relations and Media, Joanna
Manning-Cooper, has been appointed to lead promotion of RWC
2015 through her role as England Rugby 2015 Communications
and Marketing Director.
A breadth of activity falls within Manning-Cooper’s remit
from campaigns around ticketing and volunteering, brand
implementation, reputation management, media relations and
press operations.
Perhaps further indication that the traditional lines of PR and
marketing continue to blur and a rebrand of PR to Integrated
Communications Professional is required?
This is definitely a wider conversation piece but activity around
the Ruby World Cup 2015 is certain to bring opportunities for
PR professionals in London, in addition to their PR colleagues
located in the other host towns around the UK.
Social media will continue to play an increasingly key part in
major events such as RWC 2015, and across all communications
activity. The question of who takes overall responsibility
for digital content and online conversations is likely to be a
continuing talking point as we move into 2015.
A challenge for the Greater London Group is for us to ensure
that our activity throughout the year accurately reflects the
ongoing talking points, and provides events and opportunities
which appeal to an incredibly broad membership.
Engagement will be a major theme for the GLG in 2015.
We will continue to put together events that are informative and
provide an opportunity to meet key people, such as our visit
to the Press Association. Look out for another opportunity in
February.
Reaching out to entrants to the industry is another priority
for the GLG in 2015. We will look to strengthen ties with those
organisations offering a PR qualification and help introduce
those looking to gain entry to the profession to their future
colleagues through informal networking opportunities.
Collaboration with our regional, national and sector group
colleagues will broaden our offering and enable us to share
knowledge and experience. We will also be looking to partner with
key businesses who can support our desire to introduce members
to unexplored venues, and behind-the-scenes experiences.
Overall, the GLG want to provide a fulfilling and supportive
experience to our members which is informative, connected,
and provides a tangible benefit to their role within the PR and
Communications industry.
GREATER LONDON

STUART BAIRD MCIPR, COMMITTEE MEMBER OF CIPR MIDLANDS
The heart of England — the Midlands — both east and west, has long been a powerhouse of entrepreneurial
spirit and innovation and expect to see more of us in 2015. For public relations professionals it’s a great
place to be and we will be at the heart of the action next year.
We already have world-beating brands such as Rolls Royce
Aerospace, JCB, Jaguar Land Rover and Boots and business
savvy universities. Of the 4,000 new patents applied for last
year, 2,800 came from Birmingham.
London is a worldwide powerhouse but there is building
momentum for the regions to see further growth — whether that
is the Greater Birmingham area or combined authority areas
around Nottingham — Derby — Leicester. The real challenge
will be communicating a compelling story for the Midlands: it is
not somewhere you pass through on the M6 or M1 on the way
north or south. As PR professionals we need to work hard for our
sectors but shout a collective message.
In a few short months, the Midlands will become a national
barometer with key marginal seats when the election begins.
The ‘purdah’ pre-election work will kick in from mid-March, and
after that is lifted on May 8, politicians will be exhausted. For the
public sector that can mean an extended period of Ministerial
stock takes where sign off on campaigns can be slow.
The CIPR has a key role in invigorating the market for new
blood in the profession, as well as developing the people we
already have. A decade ago, I was working in a Government
PR team where the majority had gone through the media ranks
before moving into PR. I wouldn’t be able to set up a team with
that mix now.
The demise and contraction of local media, newspapers in
particular, is a blow to local democracy and also to the pool of
capable people able to quickly assimilate complex issues and
recreate them into focused content. Add this to the increasingly
fragmented nature of our audiences, picking and choosing
where and when they access information.
But this is a challenge the PR profession is well placed to face —
our skill has always been in understanding our audiences and
finding a way to harness their channel of choice.
By providing good training opportunities, a supportive network,
definitions of best use of social media and really robust evaluation
tools for our clients, we will be ready to make the most of every
opportunity that 2015 brings.
Finally, one of the biggest international media events of the year
will be in the Midlands this Spring. Richard III, found under a
Leicester Council car park, will finally come to rest in in a tomb
in the city’s cathedral, after being brought on a horse drawn
carriage from Bosworth Field during a week long series of events.
For the Midlands, 2015 will not be a winter of discontent, but
made glorious — even if it is by a son of York.
MIDLANDS

CHRIS TAYLOR MCIPR, CHAIR OF CIPR NORTH EAST
We have just one prediction for 2015. The pace of change in PR and communications is going to be faster than ever.
The CIPR is in a great position to lead the profession forward and
here in the north east of England, we’re proud that our members
are helping lead the way.
The past year has seen come big challenges for the region — at
a time when Scotland has had the eyes of the world watching
the Commonwealth Games and the referendum debate, and
Yorkshire made such an overwhelming success of the Tour
de France, the north east has needed to shout ever louder to
compete.
A successful and thriving PR and communications community
is part of that. Whether that comes to making the most of
successes like Newcastle being voted the UK’s favourite city
break destination or developing the hugely successful digital and
creative industries we have across the region such as Teesside’s
Digital City, we have successful innovators and communicators
delivering some great work.
The CIPR’s north east members are at the heart of that important
creative community. Our members have spoken to business
leaders, written thought-leadership articles and stood up for
the north east and the PR profession in the face of unjustified
criticism.
As Chair of the regional committee I and my fellow volunteers
have tried to ensure that our own events and training programme
reflects that approach. At this year’s events in the region our
members have quizzed the Head of the BBC in England, learned
about the developments in wearable technology and Google
Glass and had an opportunity to pick the brains of the country’s
thought leaders on PR measurement and evaluation.
We’re lucky — we have some real communicators, leaders and
innovators working at the heart of the CIPR and driving the
communications and professionalism agenda forward. Stephen
Waddington has been inspirational during his tenure as CIPR
President, and Sarah Hall has led a really important piece of work
to tackle the gender pay gap that sadly still exists in some parts
of our industry.
As we look ahead to next year, big political issues seem likely to
dominate the agenda. May’s General Election will be a fascinating
one, and, allied to the ongoing debate over the devolution of
power to the English regions, will set the context for all PR
professionals for the next five years.
That may feel remote to some but for communicators, context
is critical. 2015 will doubtless bring us new social media tools
and increasingly complex communications challenges, but as a
profession we must focus on being clear about objectives and
delivering the results that matter.
A major objective for the PR industry in the north east will
be retaining and developing the hundreds of bright talented
students coming out of University with CIPR accredited degrees.
We have to look to them and help them build a stronger economy
that will allow them, and the region, to thrive and prosper on
2015 and well beyond.
The infrastructure is in place. We have a thriving traditional media
network and well established and dynamic social communities.
We also have some great people, and are well placed to embrace
change and innovation.
It is just as well that we do, because the pace of change is only
going to accelerate.
NORTH EAST

ABI WHITFIELD MCIPR, CHAIR OF CIPR NORTH WEST
2015 presents a fresh set of opportunities for PRs with a renewed scene of optimism following the many
changes to our industry over the last two years. Our group’s mission to support the modernisation of our
industry will continue, with a strong focus on training, events and attracting new talent.
The digitisation of our media landscape and the changes in which
our audiences consume media has meant new opportunities
have risen for PRs, or more so, for the skills that a PR already has.
Digitally focused PRs will need to understand how paid, owned
and earned channels work together, and the role their skills
can play in supporting the development of fully integrated
campaigns. Knowing how to engage people and create content
is one of the greatest skills we have but we need to support
clients in understanding the importance of bringing these
budget pots together.
A truly integrated approach will be key to ensuring the greatest
effectiveness for clients and in the absence of integration,
collaboration between agencies will be vital.
With a prosperous year ahead for us, the shortage of available
skilled PRs is likely to increase further. The recession and pressure
on spending has resulted in far less people being attracted into
the industry. In addition, over the last two years we’ve seen more
career development opportunities and internal promotions
which has resulted in a gap in the talent pool from junior to
management level. More so than ever, we need to promote a
career amongst our younger generation.
The opening of Manchester City’s £200m training facility is
probably one of the greatest examples of investing in talent at
a grass route level. Nurturing sporting talent and focusing on
developing great young people is key to City’s success and also
their pride.
As a region, our work visiting schools and colleges will continue
to help students understand more about a career in PR. A
number of North West agencies who are offering apprenticeship
schemes have committed to continue to do so — why wouldn’t
they? They are bringing wonderfully fresh talent into the industry.
For practitioners, we are continuing to encourage members log
their CPD, to support their career development and path to
becoming a Chartered Practitioner.
Next year, CIPR North West will continue to provide a varied and
meaningful programme of events to support the development of
the talent in our region with our first events focusing on pitching
for new business, ethics and digital communications — what
better way to start the New Year?
NORTH WEST

CHRIS LOVE FCIPR, CHAIR OF CIPR NORTHERN IRELAND
If the politicians at Stormont can work together to form a cohesive working coalition, the Treasury
has expressed favourably to devolving corporation tax powers.
And while Northern Ireland waits with baited breath on the
progress of the on-going talks, devolving corporation tax powers
will allow the Northern Ireland Assembly to reduce the rate of
corporation tax to the same or similar rate as the Republic of
Ireland in the hope of attracting inward investment.
The Republic of Ireland has seen major tech giants such as
Facebook, Google, Ebay, Yahoo, Apple and others set up base,
Northern Ireland too will be looking for a slice of the action.
Where many agencies have been reliant on public sector
contracts, these too will be squeezed to the max with impending
cuts coupled with the reform of local government when 26 local
councils will become 11 in April 2015.
With so many major changes afoot in Northern Ireland, the public
relations industry is also changing at a rapid pace including
media consumption, measuring strategic value and economic
impact of PR and reinforcing professionalism in the sector.
It is a largely an opportunity for PRs in Northern Ireland to
skill-up, keeping abreast of changes and trends and also to
demonstrate professionalism of the sector as businesses grow
in confidence as they look to investing in our region. While
many of us are concerned with managing the reputations of our
clients, it’s time we looked at strengthening our own reputation
as communicators.
The highly popular series of traditional Meet the Media events
have sold out on every occasion, in 2015 our aim is to expand this
series of events to media in the Republic of Ireland as many of
practitioners are now working on an all-Ireland basis.
Rapid changes continue to ensue in the world of digital, however
effective communication strategies remain paramount. We
introduced a social shorts series for the region in 2014 and plans
for a further series in 2015 will equip members with practical
knowledge of facilitating conversations online.
We have reached out to specific sectors with our Ask the Guru
networking events raising awareness of the CIPR whilst at the
same time acting as a platform for membership recruitment.
We have strengthened our relationship with the University of
Ulster having recruited a student ambassador for a second year
running and CIPR members who recently won at the 2014 PRide
Awards will deliver a series of lectures to undergraduate and
masters students giving them practical insights into delivering
award winning campaigns.
Following the results from the region’s training survey, plans are
underway to deliver specific training in PR and SEO, writing for
online audiences and collaborating with sectorial groups.
The CIPR NI Media Awards continues to grow in strength as
we celebrate twenty-two years of recognising and rewarding
the excellence of journalism and strengthen the relationship
between journalists and PRs.
Skilling up and working towards Accredited and Chartered
Status is a key aim for practitioners in Northern Ireland and the
NI Committee are committed to delivering training and events to
help practitioners achieve their professional goals.
NORTHERN IRELAND

KATRINE PEARSON MCIPR, CHAIR OF CIPR SCOTLAND
Let’s get the obvious out of the way first. 2014 was a monumental year for Scotland with the country
being put on the global stage for a number of reasons, the one with the most impact on the public relations
profession being the referendum.
Not only did it get people more politically engaged than they had
ever been before, it also highlighted to businesses the need for
public affairs counsel. The promise to devolve more powers and
the subsequent Smith Commission offers further opportunities in
2015 for the profession to demonstrate the value of its expertise
in managing relationships with political stakeholders.
A core element of this engagement is, of course, lobbying and
the Scottish Parliament’s Inquiry into the practice continues
to run. The CIPR has always been clear on its stance — more
transparency in public affairs activity is welcomed, however,
legislation is not the right approach. The committee held a
debate on its initial findings, including a submission from the
CIPR, in November which highlighted the difficulty of defining
what contact with political stakeholders could be classed as
lobbying and the practicalities of making this public. We will be
watching with interest to see the next steps of the Inquiry.
In Scotland the changing face of media has been felt very
sharply in the past few years with a number of national print
newspapers cutting staff and combining editorial employees
across their stable of publications. This will continue to provide
both opportunities and challenges for practitioners in Scotland
in 2015. Of course there has also been the launch of The National
to mixed reviews but reasonably strong sales. Time will tell if it
earns a permanent place on the newsstands.
Like in many other regions, PR in Scotland is having to work
smarter but it has a unique setting in which to do so. STV has
successfully launched its Glasgow TV channel and is about to
launch its Edinburgh equivalent, consumer fees are declining but
there are growing opportunities in PA and corporate work, we
have booming food and drink and tech industries.
What this means to me is that PR professionals have to be even
more dynamic and creative across a wider number of areas.
Not jacks of all trades but multi-skilled practitioners able to flex
across disciplines and sectors. A news story is no longer just a
press release, from videography to social media to taking into
consideration the political nuances, it is an exciting time to work
in PR in Scotland.
As we continue to grow our membership in Scotland, the CIPR
Committee is focused on providing support to our members
to help guide them through the changing media and political
landscape and equip themselves with the tools they need
to deliver results effectively. From training to more informal
knowledge sessions and ‘meet the editor’ events, we are planning
a full calendar of activity in 2015. We are always keen to hear
what members want to see on this so tweet, Facebook or email
us your thoughts.
SCOTLAND

The South West has a reputation for creativity, sustainability and education and is home to comms people
working in businesses and organisations of all shapes and sizes.
In 2014 the South West Group has worked with members to create
learning opportunities, to build relationships and to promote
public relations as a professional, ethical industry in which to
work. From mid-sized agencies and comms departments within
huge public sector operations, to independent practitioners and
students, we have met with a great deal of enthusiasm for CIPR
activity within the region.
House prices are predicted to rise in the South West next year,
perhaps due in part to “the stream of westbound émigrés”, as
described by Kit Wilson, writing about Bristol for The Spectator,
November 2014. Wilson archly points out that “the city has been
nicknamed ‘the graveyard of ambition’”, suggesting that we
are so laid back here that we don’t strive to achieve. I couldn’t
disagree more. I’ve loved travelling within our region this year,
meeting comms people from diverse backgrounds, working
across a huge variety of projects.
And I’ve been so inspired by their energy and inventiveness,
their work ethic and positive outlook. Yes we are fortunate to be
in such a fabulous part of the country, but I’d say that this only
serves to motivate us, it certainly doesn’t hold us back!
The European Commission recognised Bristol’s success in
creating a green city with a high quality of life by naming the
city as European Green Capital 2015, giving the region a further
opportunity to showcase creativity, culture and innovation. Those
of us who live and work here hope that investment, business and
tourism will be attracted to the South West during the year and
beyond.
2015 sees the return of Upfest, Europe’s largest urban art festival
to Bristol in July. Aardman Animations will host ‘Shaun in the
City’, with 120 giant Shaun the Sheep statues across the city
during the summer months, following the hugely successful
‘Gromit Unleashed’ trail which raised £4.5m for Bristol Children’s
Hospital and attracted 1.8 million visitors to the city. And the
world famous Bristol Balloon Fiesta takes off in August.
Bristol certainly looks set to make a lot of noise over the summer
months. But the South West team is committed to supporting
members far beyond our centre in Bristol. Requests for events
in Falmouth, Exeter, Swindon, Cheltenham and smaller regional
hubs will continue to be met wherever possible.
Some members have expressed concerns about the pace of
change in our industry and the encroachment of other marketing
disciplines into PR, as we become ever more social, working in
a digital world. Others are embracing the opportunities that are
now open to us. The South West group will continue to work
with the CIPR’s Social Panel and practitioners within the region
and beyond to offer insight into media change and to support
members as their practices evolve.
SOUTH WEST
PAM LLOYD MCIPR, CHAIR OF CIPR SOUTH WEST

IAN PAYNE MCIPR, COMMITTEE MEMBER OF CIPR WESSEX
The CIPR Wessex region is home to over 400 members. The area starts from the corporate centre
of Basingstoke in the east, spanning the two leading maritime cities of Portsmouth and Southampton
as well as the cathedral town of Winchester at its centre.
It reaches west past Britain’s top beach resort of Bournemouth
and as far as Weymouth and Portland, home to the sailing events
at the 2012 Olympic Games. The region also includes the Isle of
Wight, home to Cowes week and a focal point for the world’s
yachting industry.
The region’s main industries include manufacturing, travel and
tourism, the arts, health, financial services, education and a
thriving rural economy.
Wessex is served by a number of well-established mid-sized
PR agencies, and a large freelance PR network that meets
in Winchester every month. We also work in partnership with
Bournemouth University and Southampton Solent University,
cultivating the next generation of PR practitioners and leaders
through our Meet the Professionals events and various other
initiatives throughout the year.
Looking ahead to 2015, the Wessex Group will be building on the
variety of seminars held in 2014 on social media, crisis and issues
management, career development and award-winning regional
and digital campaigns. We will also be linking up on more events
with businesses and charitable organisations in the region to
increase engagement and build closer relationships.
So what will 2015 bring for businesses in the Wessex region?
It being an election year, local authorities and public sector
organisations will be demanding more evidence of results and
working to tighter budgets. PRide and other competitions that
show the value and quality of excellent PR work will be necessary
for both in house departments and agencies, but their cost will
be weighed against returns on business.
The region’s universities are likely to benefit from the fact that
students are increasingly seeking recognised professional
qualifications; we are a global industry as well as a local one,
where entrants worldwide are upskilling and competing more
than ever before.
The south coast’s thriving marine sector is likely to benefit
strongly from the recent news that Portsmouth will host two
preparation events in the lead up to yachting's 35th America's
Cup in 2017. Olympic champion Sir Ben Ainslie’s decision to
base his new America’s Cup team’s headquarters in Portsmouth
will bring multi-million pound investment, many new jobs and a
touch of glamour to the city and the region.
With hundreds of thousands of people expected to attend the
America’s Cup preparation events alone, the local tourism sector
is also set to benefit. Outside of Portsmouth, the region’s UK-leading
holiday hotspots such as Bournemouth and the New
Forest should also benefit increasingly from the ongoing rise in
“staycationers”, overseas visitors and people looking to escape
London or the Home Counties for a weekend by the sea. For
those of us lucky enough to live and work here permanently, a
growing leisure and tourism sector should continue to have a
welcome knock-on effect on our industry.
WESSEX

GARY TAYLOR MCIPR, CHAIR OF CIPR YORKSHIRE & LINCOLNSHIRE
By the time the General Election is formally called, next March, we might already be heartily fed up of hearing
about it — but these are the months I’d expect to see charities, NGOs, pressure groups and pretty much
everyone else lobbying MPs, Ministers and Shadow Ministers to bring their aims and objectives to the fore.
Devolution, whatever form it takes, will also be high on the
agenda, as will strategic road, rail and communications
networks such as HS2, the M62 managed motorway, broadband
superconnected cities projects, new local TV stations, the start
of the new East Coast franchise and the awards of the new
Northern and TransPennine Express franchises.
I hope we see some good public affairs campaigning which
captures the imagination of the voters, as much as the attention
of politicians. For members of the Chartered Institute in particular,
we have to remember — whatever the provocation — that we
have a Code of Conduct to uphold. We should not (nay, must
not) be engaged in political campaigning without a thought for
the ethics of what we’re doing.
Expect also to see what the more lazy journalists refer to as ‘PR
gaffes’; those ideas for the campaign trail that sound great on
paper but often turn out to be anything but. Oh; and always
assume the microphone is on. There but for the grace of God…
Fortunately we have a big, local distraction at the start of May,
as the Tour of Yorkshire takes place over the May Day weekend.
Last year’s Grand Départ was a huge success, and was one of
the reasons Welcome to Yorkshire won the Outstanding In-
House Public Relations Team category in our CIPR Yorkshire &
Lincolnshire PRide Awards for 2014.
In other sports, Yorkshire County Cricket Club will be defending
their Championship title, starting in mid-April against
Worcestershire. Elland Road will host two Rugby World Cup ties
in September, while Leeds will host teams at Leeds Beckett and
Leeds Trinity Universities, and at West Park Leeds RUFC. And the
eyes of the snooker world will once again be on Sheffield as The
Crucible hosts the World Snooker Championships. All of these
sporting events will provide direct or indirect opportunities for
public relations practitioners, as well as showcasing the region
and its people.
And in the middle of all this, it will be Yorkshire & Lincolnshire’s
turn to host Northern Conference. Planning is well under way;
look out for more details in early 2015.
Making predictions for the year ahead is always fraught with
danger, but if my two years in the hotseat at CIPR Yorkshire &
Lincolnshire has taught me anything, it’s that the talented and
creative people I’ve met across the region won’t be following the
trends in 2015 — they’ll be setting them.
YORKSHIRE & LINCOLNSHIRE

CONSTRUCTION & PROPERTY
While many are rightly keen to present a more professional image of the public relations industry,
the traditional media image of other business sectors — such as construction — is a continuing challenge.
For some, PR is to blame. After all, they argue, construction has
some amazing projects. They talk about London's Shard, the
2012 Olympic Games infrastructure, and Crossrail, and yet they
insist “we don't get the media coverage we deserve”, or “we're
not marketed properly”. As a result the sector is facing a skills
shortage widely attributed to “the poor image of construction”.
The truth is that, notwithstanding some landmark projects,
perceptions of construction are often heavily influenced by
consumers' household experiences, particularly of small- and
medium-sized businesses engaged in repair and maintenance.
Innovations such as the UK government's world-leading building
information management (BIM) drive rarely get a wider mention.
Instead, we get SME “cowboy builder” stories, financial woes,
safety scares, and other negativity.
Talking to industry audiences, I have underlined that the
industry’s reputation is the result of what it does, what it says
and what others say about it. It can’t control the latter — it can
only control its own behaviour and communications.
Fortunately, this is recognised. The government's Construction
2025 strategy, published last year, devotes a whole section
to improving the sector's image. Chief construction advisor
Peter Hansford says “fundamental change is required in how
the construction industry is perceived by the general public”,
and “engaging young people and society at large” tops his
list of four areas where action is needed (above health and
safety, diversity, and improvements in the domestic repair and
maintenance market).
However, the sector's inertia, innate conservatism and its often
short-term view could hold it back. Too many organisations sit
tight in their disciplinary silos, their leaders not recognising they
are part of the problem. Construction is not a monolithic entity.
Its many constituent parts need to begin to change, and then
continue to change right through to 2025 and beyond (some
industry organisations, thankfully, are taking a long-term view:
the Civil Engineering Contractors Association, for instance, is
promoting an “Infrastructure Decade”).
Stereotypical views of construction won't be altered overnight
but they can be gradually eroded and replaced by new
perceptions based on trust-based engagement with businesses,
large and small, which deliver profitable but fairly priced services
efficiently, safely, on time and on budget.
Communicating and sharing these outcomes will help reinforce
the new perceptions, and, like the rest of business and commerce,
people at every level in organisations can play their part by
keeping abreast of and using new media. CIPR's construction
and property group surveyed industry PR practitioners about
their use of social media, and found more than half felt the
sector lagged behind in its adoption of social media. So getting
industry people — not just PRs: everyone from boardroom to
site — up to speed in using all communication channels is going
to be an essential part of helping them transform the current
image of construction.
PAUL WILKINSON FCIPR, CHAIR OF CIPR CAPSIG

SIMON THOMPSON MCIPR, CHAIR OF CIPR CORPORATE & FINANCIAL
The 2015 General Election will test the relationship between business and politicians — and consequently
with the electorate and communities at large. The state of the economy and the UK’s public finances are
set to be key issues of the campaign.
Political parties will be keen to demonstrate that they have the
policies that will crack down on those businesses that don’t play
or pay by the rules. At the same time, they will want to be seen
as business friendly and not undermining those who hold the key
to future economic prosperity.
As we’ve seen through the course of this parliament, the bad
headlines that several multi-national businesses have suffered,
whether down to corporate failure or scandal, have ultimately
been as a result of not living up to a set of values that reflects
today’s society.
As communicators, we have to be the public conscience of
the organisations we work for and advise — reputation cannot
be managed in a vacuum. The lens through which corporate
behaviour is scrutinised magnifies the smallest wrong doing.
There’s often nowhere to hide. As much as we can do to ensure
that business leaders understand the context in which their
actions will be judged, we also have to ensure that we’re telling
it how it is, being open and transparent in our communications.
This is our challenge.
For me, the watch word for 2015 will be authenticity. Whether it be
on social media, or through the more traditional communications
channels, chief executives have to be themselves with their own
views and opinions. Businesses must be true to a set of values
that are aligned with the communities they serve. People make
mistakes — so how we acknowledge those mistakes and put
things right is how we will be judged.
The Corporate and Financial Group will celebrate its 40th
anniversary in 2015. We will continue to seek to ensure we are
there to support our members in addressing this challenge.
Our programme of events will bring those who work in the
fields of corporate and financial communications together with
senior journalists from the most important print, broadcast and
online titles, with each other and with leading figures from our
profession. It will provide opportunities to network, to debate
and to discuss some of these issues. It will provide practical
support alongside the development of skills and knowledge.
2015 will be a fascinating year for communicators and I for one
am excited at the challenges it will present.
CORPORATE & FINANCIAL

SIMON BUTT-BETHLENDY MCIPR, CHAIR OF CIPR EDUCATION & SKILLS
As professional communicators working in different parts of the education sector, we live and breathe
progress, challenge and change. Schools, colleges and universities are diverse snapshots of society;
so serving these communities and representing their members’ varied needs can involve nearly every
aspect of public relations practice.
Like health, education is vastly influential in determining the
course our lives take. Even if school or university is a distant
memory, many people will have children or grandchildren,
nieces, nephews, friends, employees who continue to be affected
by teaching and learning and the opportunities and obstacles
education presents.
One of the roles communicators have is to help learners (of all
ages) make sense of what’s happening in education. For many
years universities have had public relations teams representing
their institutions’ myriad activities, monitoring, improving and
managing reputations and helping to promote the benefits
offered to students in an increasingly competitive marketplace.
University communicators are also, at the end of December 2014,
waiting in anticipation for their universities’ Research Excellence
Framework (REF) quality profiles to be published. This new
assessment of research quality and impact will from next year
begin to affect not only reputation but much more directly how
public research funding is allocated based on how well research
subject areas communicated their ‘reach’ and ‘impact’. Some
of the challenges flowing from this will also test the internal
communication competencies of communication managers.
Increasingly now further education colleges are also hiring
communications professionals — in-house or independent
agencies — to raise their profile, help recruit students, talk to
stakeholders and oversee communications in challenging
situations.
While some independent schools employ people who understand
and practise effective public relations, it is far less common for
state schools to do so. That is beginning to change, especially
in academies. Some have even allowed cameras in for fly-on-the-
wall documentaries, and PR practitioners can also advise
on how social media interaction is transforming stakeholder
communications — and the best way to harness the power of
these platforms.
Often, in other schools, administrators or busy heads or deputy
heads try to handle communications with local journalists and
other stakeholders in addition to doing their day job. The CIPR
Education & Skills Group is currently working on a new guide on
PR for schools; distilling the knowledge of group members and our
wider network to create something accessible and user-friendly.
Of course, nothing happens in a bubble, and those of us who
work in education communications need to be alert to policy
changes and market trends affecting the sector.
At the end of 2014 the CIPR Education & Skills Group hosted
its 10th annual Education Journalism Awards, celebrating the
work of the finest journalists writing about developments in the
sector. We’re proud to be the only group organising awards of
this kind for correspondents dedicated to this sector.
With 2015’s General Election, the only certainty can be that
education will continue to be a defining issue for all parties
and that there will be yet more change and adaptation. PR
professionals will be in the vanguard of the sector's responses
to this, and our group will continue to listen to their needs and
support education communicators in every way we can.
EDUCATION & SKILLS

DAVID HAMILTON FCIPR, CO-CHAIR OF CIPR FIFTH ESTATE
There is no doubt that 2014 was an important moment for charity communicators. For many, justifying
investment in social media and cultivating new supporters through digital channels has been tough.
Yet the number of fundraising and advocacy campaigns rooted in digital continues to grow, and now
these surges of public support are influencing the mainstream media too.
In the past year, viral movements such as the No-Makeup Selfie
and the Ice Bucket Challenge generated millions of pounds for
good causes. What is interesting is that these campaigns were
not dreamed up by charities themselves, but were started by
communities online. The charities which benefited the most
were those that responded quickly. In one of our workshops in
2014, we analysed the systems charities needed to have in place
so that they can properly harness grassroots digital campaigns.
Undoubtedly, success here relies on PR practitioners following
their profession’s true function not just as the voice of an
organisation, but also its eyes and ears.
In 2015, high-quality, strategically rooted content will remain key
in our sector’s communications — not just to external audiences,
but in ways that engage employees. Guides, videos, books, and
face-to-face engagement have been developed for decades
by not-for-profit organisations, providing ideas and support,
while at the same time explaining what the organisation stands
for and how people can support it. But technology allows us
new opportunities and has raised the expectations of those we
communication with.
Media relations will continue to evolve as readers of mass media
move online, and there is a growing expectation of integration
between social media activities and the traditional press office.
The challenge, as we heard in a workshop last year, is to ensure
that work in media relations is done strategically and with
rigorous analysis of what is delivering genuine outcomes.
With over 170,000 charities in the UK, what sets one apart from
the other? Professionalisation will be an important factor for
many. As public relations practitioners tasked with supporting
some of the greatest causes in the UK, we have a duty to sharpen
our skills and experiences, learning from what works well. Our
group wants to see all communicators actively participating in
Continuing Professional Development — a vital part of raising
the status of charity communicators.
The Fifth Estate Group will continue to have a packed programme
of seminars and events for 2015 to support communicators in
the not-for-profit sector over the coming year. Check out our
website in the New Year for more information — and if you’re not
a member already, get in touch.
FIFTH ESTATE — VOLUNTARY SECTOR

JUSTIN WILKES MCIPR, CHAIR OF CIPR HEALTH & MEDICAL
The NHS is facing significant challenges but there is a fear that PR and communications is being
squeezed out and this needs to be addressed as a matter of urgency.
As a sector, we have worked hard in recent years to significantly
improve the profile of PR as a core business skill and our approach
to evaluation and measurement of ‘return on investment’ is now
on a different level. I believe that we can now be confident in our
ability to stand side by side with other marketing disciplines and
demonstrate our worth and value to a business.
Despite this, there is still a lack of value put on communications,
especially within the NHS where communications is rarely a core
part of business or corporate strategy and where PR is still not
considered a key skill set. There is also a lack of understanding
amongst senior managers within the NHS of the impact that PR
and communications can have on knowledge, perception and
behaviour.
Earlier in the year The TaxPayers’ Alliance branded NHS
investment in public relations and communications staff as
“unnecessary” and “wasteful”, despite the estimate that only
0.1% of the NHS budget is spent on communications. Yet it is
plain to see, that in an environment of change where news and
opinions spread ever more quickly, never has there been a greater
requirement to increase investment in NHS communications in
order to facilitate change and create improved engagement with
patients and stakeholders.
During a recent project for a NHS Trust, I was amazed to find
a highly experienced Communications Team with no direction,
working in isolation and not involved in the planning and delivery
of key service change and new initiatives within the Trust.
The Team had become wholly reactive and none of their expertise
or knowledge was being tapped into to help deliver some of the
essential messages to facilitate change. As a result, the delivery
of service change created confusion and misunderstanding
amongst staff and key stakeholders and a back-lash of negative
local public opinion.
As an industry we must champion the role of communications
within the NHS in helping to deliver change but we also need PR
professionals working within the NHS to be more efficient and
effective within an economically challenged environment. As a
practitioner working predominantly in the commercial healthcare
sector, I see a requirement for NHS PR and Communications
Teams to have greater confidence in their ability and to make
themselves heard at senior level. I would also like to see greater
use of more dynamic tools and pro-active approaches to
create campaigns that are equivalent to those being delivered
for successful healthcare brands. We also need leaders and
managers within the NHS to have a better understanding of the
value of PR and communications and the potential return on
investment.
We need to share more best practice, from NHS and commercial
brand campaigns, and improve education so that the next wave
of NHS PR professionals can take communications to the next
level and ensure that it is at the forefront of NHS strategy and at
the heart of NHS service delivery.
HEALTH & MEDICAL

INTERNAL COMMUNICATIONS
In the spring of 2014 we asked members what was important
to them in their roles as internal communicators, what they
wanted from the group and how we could best deliver what they
wanted. As a result we have spent 2014 working on our strategy
and making sure we know what is on the agenda of internal
communicators as we move into 2015…
RAISING OUR GAME
Engaging leaders, measuring success and employee engagement
were key strategic themes that members are looking to CIPR to
help with. Moving internal communication from a tactical practice
to strategic profession is central to each of these themes. As the C
suite increasingly recognises the value of employee engagement
and internal communication, we need to rise to the challenge
and demonstrate our knowledge, business acumen and skills to
help businesses change behaviour and engage their employees.
For 2015, developing skills in business acumen and reviewing
how internal communication is changing behaviour will come to
centre stage.
INTERNAL AND EXTERNAL
As internal communication shifts to be driven by business
objectives, there will be a continued need for both internal and
external communication to work together. Having the ability
to consider a range of audiences, create an aligned strategy
that considers all areas and their priorities is vital to business
success today. Messages need clarity, balance and a single voice,
regardless of the groups with whom we’re communicating.
This is where measurement will have an impact. Demonstrating
how we add value, shaping and delivering shared objectives and
goals should ensure we get the most from our communication
efforts.
DIVERSE, DEMANDING AND MOBILE WORKFORCES
There’s a challenge for many organisations in attracting and
retaining the best people. Our teams are more diverse and mobile
than ever before. Employees are technologically empowered
and more selective in their career choices. As communicators
we play a role in helping our organisations to listen, collaborate,
and evolve with our people.
In an age where personalisation is becoming more and more
important we will need to explore how we support that need
through messages and channels within the organisation.
THE DIGITAL WORKPLACE
2015 will be the year when employees no longer have to turn
their watches back a decade when they get to work. The digital
workplace with mobile first, agile, flexible and portable foundations
will finally mirror the digital experience people have at home.
We will stop thinking about digital the tool and think of the
purpose first. By bringing internal communication to the heart
of the organisation we will see how digital can help solve wider
business issues. Making the right choices for your organisation is
key, understanding how your place ticks and if digital is right for
it must come first.
It’s an exciting time to be working in internal communication.
There’s a huge opportunity for communicators to make a big
difference to organisations. Being competent in our skills,
confident in the business change we can make and delivering
will promote internal communication up the corporate agenda.
We will support members and the wider internal communication
community get the skills, the knowledge and the confidence to
deliver.
JENNI WHELLER MCIPR, CHAIR OF CIPR INSIDE

EVA MACLAINE CHART.PR FCIPR, CHAIR OF CIPR INTERNATIONAL
The appetite for authenticity is greater now than ever. People worldwide are sick of overly media trained
and on-message spokespeople and are seeking the real deal.
ETHICS
Ethics therefore has a central role to play in our profession today.
CIPR members offer a substantial advantage by signing up to a
Code of Practice. But international ethical practice is a vast area,
the boundaries of which will be pushed by governments, activists
and unethical corporations. If we are to mature as a profession,
public relations must be a force for good but more must be done
to define ‘good’ practice wherever we are in the world.
This will increase in importance as technology moves ever further.
Wearable technology, the use of drones and the democratisation
of products through 3D printing of almost any product, all bring
with them ethical issues, which must fall under our professional
spotlight.
PROFESSIONALISM
If practitioners are to become truly professional and claim their
rightful place amongst senior management we must lead the
way. Here are some fundamentals.
Always consider the strategy first. Don’t leap into a social media
campaign just because the client demands it.
Listen to your client or employer. Then listen again. Only then do
you stand a chance of supporting the business objectives of the
organisation.
Don’t try to impress with outputs (you won’t). Metrics aren’t
optional for serious practitioners.
And throughout your career remember to keep developing. Skill
up whenever you can. You should aim for lifelong learning. It’s
the least you and your clients deserve.
CROSSINGS
That small word ‘cross’ has huge significance in successful global
communication. Whether it is cross-borders, cross-cultures,
cross platforms or cross-professions we span so many areas,
especially in global PR. Where once we talked about geographical
boundaries and the cultural differences we perceived between
them this has now become just a tiny part of our arsenal when
working internationally.
But in many ways we are caught in the middle of two opposing
forces: one drawing us towards increasing globalization and the
other pushing us into ever more specialized hypertargeting and
segmentation. Never before has the conflict between global
and local been so obvious and the need to reconcile them so
necessary.
Somehow we have to marry those two forces to create a sound
strategy and a workable plan which actually reaches the right
people, in the right place, through a medium which they value
and respect. And have no doubt about it; the complexity of
platforms will grow wherever you are.
THE WRONG SORT OF DIVERSITY
Lastly, I make a plea for one trend which I hope will stop. Both
the European Communication Monitor and the CIPR’s own State
of the Profession survey revealed a disgraceful lack of pay parity
between men and women, with the latter identifying a pay gap
of over £12,000 in favour of men.
INTERNATIONAL

LYNDA FOTHERGILL MCIPR
ABHA THAKOR CHART.PR MCIPR
ROBERT WEBB MCIPR, CIPR LOCAL PUBLIC SERVICES GROUP
The biggest challenge for local public services communications is
delivering communication to manage expectations around services
at a time when demand continues to grow and budgets are facing
further cuts.
This is where our colleagues across the sector are rising to the challenge through
creative approaches to finding solutions and working together to deliver more with
less, working with partners and learning from each other.
Collaboration is key. Communicators need to show and champion collaboration,
gain trust and demonstrate the importance of delivering through partnerships and
adjusting to rapidly changing environments. The demand for peer support, coaching
and best practice has never been higher. In the Local Public Services group, we
are committed to supporting this crucial professional development and continue
to adapt our approach to ensure we can assist colleagues in delivering the best
possible PR and communications results with fewer resources and in an environment
which calls for an expanding range of professional communication skills.
Convergence of skills is a key trend and it is not unusual for our sector to include
sole operators or very small communication teams, with a mix of contractors and
permanent staff, who are expected to be skilled across traditional communication
divides — PR, journalistic skills, marketing, events, advertising and sponsorship
management, social marketing, and of course digital.
Communications is everyone’s business and increasingly communication
professionals are relied upon to train, mentor, and support colleagues across the
organisation so that entire organisations are focused around keeping residents,
customers and clients informed, building trust and managing reputations.
LOCAL PUBLIC SERVICES

LYNDA FOTHERGILL MCIPR
ABHA THAKOR CHART.PR MCIPR
ROBERT WEBB MCIPR, CIPR LOCAL PUBLIC SERVICES GROUP
LOCAL PUBLIC SERVICES
The referendum on Scottish independence in the autumn of 2014 highlighted the
increasingly divergent policies and local public services in the UK’s four nations. A major
difference between England and the rest of the UK is the statutory requirement that
council newspapers can be published only four times a year. Many of these newspapers
are self-funding and represent a key tool for local authorities and their partners to
reach every household amongst the population they serve. The statutory restriction on
councils’ communications will continue to have an impact in 2015 and monitoring the
effect on information flow, awareness and take up of services, communication methods
and channels, and their costs will be important in the year ahead.
In Wales, the devolved government is embarking on a reorganisation of local
government — reducing the country’s current 22 local authorities to as few as
10 or 12 — possibly even six. This will represent a significant challenge to Welsh
communications professionals across all sectors as the complexities of these changes
become apparent, and to the Welsh Government to demonstrate the justification for
the changes and costs especially at a time of continued reductions to local authority
budgets and services.
Local public services continue to work closely together. In parts of Wales, as in many
other parts of the UK, public service communicators meet together to pool their
expertise and support each other for the wider good of the communities they serve.
The Local Public Services Group and the CIPR as a whole is focused on supporting
professionals with developing their skills, sharing best practice and empowering
them to make positive differences to their organisations and their customers, from
residents to patients. Resources are tight and capacity on many occasions is severely
stretched, but there are many examples of good and innovative communications
projects, campaigns and improvements in services to the benefit of the populations
and groups served. The enthusiasm for communications and innovation as well as a
public service ethos has been a hallmark of the sector and we will continue to work
with professionals to maintain this in 2015.

MARKETING COMMUNICATIONS
Digital media dominated the concerns of PR professionals in marketing communications and will continue to
do so for the foreseeable future. The major issues for 2015 are likely to be:
01 Digital measurement: the forest of conflicting social media
data will require clearing in 2015 and beyond in order to create
credible and universally agreed measurement methods. So
far, work in this area has only brushed the surface.
02 Digital evaluation, so dependent on measurement, demands
similarly rigorous and robust methodology. Crucial to this
issue is how digital evaluation can lead to monetisation, ie
profitable analysis and outcomes.
03 The legal thicket surrounding international social media
practices is likely to receive attention from the European Union
in the spring of 2015. However, local practices worldwide
and the intervention of government means that an open,
transparent social media landscape is probably far off.
04 Wearable technology, probably the sexiest subject of the
next five years will have a sizeable impact in 2015. The vision
for wearable technology is already here — like it or not. The
question is how far and how quickly in 2015 the likes of
Google Glass etc will develop, what the ethical issues and
challenges are and to what extent we will embrace this, or
risk being left behind.
05 International crisis management, exacerbated by social
media such as Twitter, has become a major preoccupation.
Even small local issues can go global and impact on medium
sized domestic businesses.
06 The digital gap between companies that are racing ahead in
their understanding and use of social media and others who
do not embrace social media is increasing, putting the latter
at a severe disadvantage.
07 Assailed by critics, PR professionals are being forced to
define and justify their activities. Ironically, PR has failed to
address its own credibility in the marketplace. Attempts to
create credible and ethical criteria will see more emphasis
in 2015 but it would be illusory to imagine that an agreed
ethical base will come about.
08 Good old fashioned networking, the basis of all PR activities,
remains a perennial concern both from the point of view of
personal growth and new business acquisition as it does in
client relationships.
09 A shortage of basic PR skills such as media relations is
beginning to be highlighted. This includes writing ability
and presentation skills which are being overshadowed by an
almost obsessive focus on social media. In fact, these basic
skills are essential to an effective use of social media.
10 And now for the vision thing: the demarcation between
marketing and PR is becoming increasingly blurred. Out of
this conflict will emerge a new profession. We suggest that
its name will be marketing communications.
Secondly, a backlash beckons regarding social media
etiquette. The prediction is that chairmen and managing
directors will exercise tighter controls over the use of all
forms of social media during meetings. The reasoning is that
this causes unnecessary disruption and distraction from the
job in hand.
EUGENE BACOT MCIPR, CIPR MARCOMMS MEMBER

PUBLIC AFFAIRS
The most important thing facing public affairs professionals and therefore the members
of the CIPR Public Affairs Group in 2015 is the General Election scheduled for 7th May.
That we know the date due to the fixed term Parliament is a new
luxury and has made it much easier for us to prepare for this
General Election, getting manifestoes together, contacting the
people in each Party that are responsible for policy development
in our areas, influencing the media and stakeholders and in the
final stretch trying to get our messages across to individual
Parliamentary Candidates in constituencies across the length
and breathe of Britain.
However we are living in extraordinary political times! The
certainty we got from knowing the date of the General Election
five years in advance has been blown away by the fact we have
probably not seen an election where no one can say with any
confidence what is likely to happen, who will be able to form a
Government and who the Ministers are going to be. In fact the
polls are such with the two major Parties barely on 60% of the
vote, the supposed collapse of the Lib Dems and the rise of UKIP
and the SNP we may have a situation where even two parties
together cannot form a Government.
Part of me thinks as public affairs professionals we should enjoy
this situation, it may never happen again in our lifetime. It will be a
challenge for us to deal with a Parliament where no Party is even
close to an overall majority, it will make the civil service that more
stronger as they may well be the only stable bit of Government
and what it will mean for the major economic decisions we need
to see in the next Parliament is a bit of worry. Personally I believe
we should all be planning for a second General Election as the
odds are growing the first election will be inconclusive and many
of our plans and strategies may have to be put on hold until the
political situation resolves itself.
What we do know is that we have a new Registrar of Consultant
Lobbyists who will be bedding in during early 2015. She will want
to make her mark before the election. CIPR will play a full part in
her consultation on how the register should operate and we will
be making share that we stick to our principles of transparency
and professionalism. We must also remember the business
interests of our members and in particular the sole traders we
represent. The compliance burden must be easy to implement
and should not cost a fortune — it should not be a “flat rate fee.”
CIPR’s own Phil Morgan wrote recently in private briefing for me
and other senior public affairs consultants:
' Lobbying is a necessary and legitimate activity in a parliamentary
democracy. A skilled, qualified and accountable lobbying
profession in which individuals are committed to continuing
professional development and ethical competence would protect
the democratic process.'
I couldn’t have put it better myself!
SIMON MCVICKER FCIPR, CHAIR OF CIPR PA

SCIENCE, TECHNOLOGY, ENGINEERING & MATHEMATICS (STEM)
2015 will be another year of exciting and progressive change. In particular, it will be the year that the Internet
of Things (IoT), and robotics and autonomous systems really start to affect people in everyday situations.
Imagine you are in a driverless car in cruise control or downloading
a high-resolution map generated by an unmanned aerial vehicle
(UAV) or accessing a big data platform with a range of products
and processes that will help you build a house. With increasing
Wi-Fi applications and the capture and use of data there will be
a greater need for security and those of us working in PR may
be called upon to provide crisis communications support when
there is a breach.
Unlike others I don’t think that the kind of automated online
marketing systems we all experience as consumers will completely
take over in PR. Obviously mass distribution of press releases
is widely used by some already — but for the development of
content itself — I think this is still a long way off. Even if Stephen
Hawking thinks that AI will one day kill us all, it will be the day
after it’s learned to craft a perfectly worded media release.
Evaluation, once the real bug bear of the PR world is of course
hugely helped by automation and we now have infinitely better
ways of demonstrating the impact we bring clients. The days of
estimating column inches and AVE equivalents over a campaign
will be long gone. In particular, the impact of social media on key
audiences and customers is now much more easily demonstrated.
As STEM communicators we work with technical and analytical
professionals every day and 2015 will see the final push for a PR
measurement system that fully demonstrates the business value
achieved through PR. The link between PR activity and sales —
once scoffed at and avoided like the plague by public relations
officers is something that needs to be finally fully embraced.
One type of human (well almost) that could be on their way out
is the type of technology correspondent that we saw develop
in the noughties. The ones who would only cover a handful of
big Californian companies, and who thought that covering
“technology” meant new Apple products, Facebook’s privacy
settings and hanging out at Mobile World Congress when it
didn’t even seem to be on. To paraphrase the Beeb’s Dave Lee
in a brilliant recent blog — those kinds of stories don’t need a
technology department anymore. It should be built into business
news, defence news or politics. Technology should be about
innovation, the application of science into new products and
services and dare I say it — engineering.
With the ‘Cox Effect’ gaining momentum year on year and
celebrities expressing their love for science, the world now seems
to constantly discussing STEM. Look out for increased engagement
from the public as they get more involved in research like NASA’s
Solve programme that allows the general public to contribute to
real-life experiments around NASA’s mission. In 2015, there will
be many more opportunities for the public’s voice on STEM to
get louder as they contribute more to solving the UK’s grand
challenges. Get involved — you’re only human.
JIM SUTTON MCIPR, CHAIR OF CIPR STEM

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#PR2015: trends and predictions for 2015 from the CIPR

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#PR2015: trends and predictions for 2015 from the CIPR