1. FUTURE PROOFING
BROUGHT TO YOU BY
Tuesday, 11 March, 2014
Blythswood Square Hotel, Glasgow

2. WELCOME!
CIPR Scotland Group Chair, Laura Sutherland
@laurafromaura

3. 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

4. ORDER OF THE DAY
1-1.30pm Routes to PR
Prof 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 Leadership
David Watt
4.25-5.30pm PR – Yes or No
Alastair McCapra, Phil Morgan, David Watt and Stephen Penman
5.30 – 6pm Networking drinks

5.  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

6. ROUTES TO PR
Professor Jacquie L’Etang and Dr. Mandy Powell
talk us through the recent research into senior
PR practitioners in central Scotland

7. PR Routes & Roots: hierarchical or
rhizomatic structure?
Enacting Communications Expertise Through Public Relations Practice
Professor Jacquie L’Etang, Dr Magda Pieczka & Dr Mandy Powell
Media, Communications & Performing Arts
Queen Margaret University
Edinburgh
EH21 6UU

8. 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)?

9. 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

10. 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)

11. 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

12. 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

13. 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

14. 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.”

15. 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?

16. 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

17. 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

18. WHAT THE FUTURE PR TEAM
MIGHT LOOK LIKE
Nick Jones and Lynda Redington talk about their
organisations and their teams – structure and skills

19. NICK JONES
HEAD OF DIGITAL, VISA EUROPE

20. 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 Scotland
Social Media BAU* for the Future PR Team
Nick Jones
Head of Digital & CSR
Visa Europe
@njones

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

23. BAU for the real world
Not unsettling
or distracting!

24. So is it this…?
Do what you do well and keep going
http://www.keepcalm-o-matic.co.uk/ for all your parodying needs

25. … or this?

26. BAU in my old job

27. Visa Europe’s BAU

28. BAU: big systems, big networks…
• 37Countries: Greenland to
Turkey
• 13.2bntransactions
• 35,000per second at peak
• 20milliseconds to authorise

29. BAU builds a big brand

30. MORE STATS!
15,000
Followers
Social
Media is
BAU for
Corp
Comms

31. BAU: an expanded Twitter footprint
@VisaEuropeNews
@VisaEuropeJobs
@VisaEurope_FR
@VisaEurope_DE

32. BAU: producing ‘glanceable’ content
MORE STATS!

33. BAU: Images that are findable and shareable

34. BAU: measuring and monitoring to understand

36. A strategy for a Future PR Team

37. 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

38. 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?

39. Using comms plans to pick the right stuff from
the digital smorgasbord
Create content
Pick channels
Tune timing
Handle interaction

40. 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.com

41. Who to trust?
http://www.brands2life.exvn.com/docs/Brands2Life_Oriella_Digital_Journalism_Study_The_New_Normal_for_News_Report_2013.pdf
http://www.brands2life.exvn.com/docs/Brands2Life_DJS_2013_GRAPHIC.pdf
Who resonates with the influencers?

42. Empowering employee advocates
@VEapprentices to @StevePerryVE

43. Understand how the influencers are measured
http://www.brands2life.exvn.com/docs/Brands2Life_Oriella_Digital_Journalism_Study_The_New_Normal_for_News_Report_2013.pdf
http://www.brands2life.exvn.com/docs/Brands2Life_DJS_2013_GRAPHIC.pdf

44. 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

45. Social media story telling BAU
Get a cat… that can dance
https://www.gov.uk/government/history/10-downing-street#larry-
chief-mouser

46. Been there, done that.

47. Social media BAU
If you can’t

48. Even humble tea cakes can tell stories

49. 49

50. 50

51. 51

52. 52

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

54. The challenges of social media BAU*
• Demand for market specific language content
• No respecter of boundaries
• No respecter of brands

55. Market specific language content

56. BAU* The social world respects no boundaries

57. BAU* Merciless ridicule of poor execution

58. 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

59. Thanks
@njones

60. LYNDA REDINGTON
HEAD OF CORPORATE & COO
THE LEXIS AGENCY

61. Evolution or Extinction
Jason Gallucci
CEO
The Lexis Agency

62. Huge Threat, Huge Opportunity
PR Skill should dominate marketing for the next 10 years
Most PR agencies will go bust

63. FAD OR FOREVER?
• PC & Smartphone
• Social Media
• TV Fragmentation
• Cost Per Reach
• Viewing Behaviour Change
• Trust
• Influencers
• Engagement

65. 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

66. PAID MEDIA = ADVERTISING?
OWNED MEDIA = DIGITAL?
EARNED MEDIA = PR?

67. Pre Social Age
PAID MEDIA
Owned Media
Earned Media
Post Social Age
EARNED MEDIA
Owned Media
Paid Media
Marketing has Flipped
Well, it will do over the next few years.

68. 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

69. Battleground
Who creates the catalysts?
Do we design them or just “PR them?”

70. CMO test: Define PR Skill
Reputation Management?
Comms?
Publicity? (in print editorial?)
Spin?
The relationship between a brand
and its publics?

71. 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

72. 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)

73. Strategy, Creativity or Activation?
Activation Areas:
PR (publicity)
Social
UX
Digital Build
Content
Experiential
Design
CSR
POS
DM
Who’s in control?

74. We need to differentiate between Strategy,
Creativity and Activation
Earned Media Strategy
Earned Media Creativity
Influencer ID
PR (publicity)
Social
Experiential
UX

75. Our DNA
Why will they care?
Why will they share?

76. 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

77. 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

78. 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!

79. Data
• Metrics are dead, long live data
• Give them a dashboard
• Enable them to crow – easily

80. Educate
• Help clients with their own careers
• Pick your battles
• Be bold and go to the top (if you are ready)
• Save them money

81. Keep evolving
“Transient Dogmatism”

82. The Stakes
Increasing and Significant Earned Media Budgets
Decreasing PR Budgets

83. 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

84. 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

85. DAVID MARTIN
SKILLS DEVELOPMENT SCOTLAND

86. Scotland’s Creative Industries
& Skills Needs
David Martin, Key Sector Manager – Creative Industries
david.martin@sds.co.uk @creativeSDS
SDS - CIPR 2014

87. 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

88. 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

89. Scaleofthesector
/growthambition
Reviewevidence
ofskillsneeds
Identifyskills
prioritiesforgrowth
Testwith
industry
Securebuy-infor
SIPActions
Assesssupply
sideconstraints
PublishSIP
/ActionPlan
Gapfilling
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

90. • 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

91. 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

92. • 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

93. 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

94. 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?

95. 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

96. JOHN HEUSTON
CITY OF GLASGOW COLLEGE

97. © City of Glasgow College
Charity Number SC0 36198
Future Proofing: An FE perspective
John Heuston
City of Glasgow College
@adprJohn

99. HND Advertising and Public Relations

101. 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)

102. 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)

103. The real destinations.
• 3x1
• Aura PR
• Weber Shandwick
• Parlez Media
• Pagoda PR
• Edrington

104. 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

105. Thank-you.
• @adprJohn
• John.Heuston@cityofglasgowcollege.ac.uk
• 0141 271 6218
• 300 Cathedral Street, Glasgow G1 2TA

106. LET’S BREAK FOR 20 MINUTES

107. 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

108. Help, Support and Develop Directors
and provides:
- A range of services & facilities
- Events & Contacts
- Lobbying & Representation
- Professional Development
IoD in Scotland exists to:

109. •IoD Core Activity
•Companies
•Third Sector
•Public Sector
•Scotland’s future
Competent Boards and NXDs are key for:

110. Boards have to know about –
•Corporate Governance
•Legislation
• Fiduciary behaviour
•Health and Safety
•Bribery
•Compliance
•Commerce
•Industry specific knowledge

111. Boards have to know about –
•Strategy
•Environment
•Social media
•Politics
•Risk
•HR
• Etc., Etc.
and
Now you want to add PR!!!

112. 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

113. 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!

114. Boards should be on top of –
•Reputation
•Image
•Corporate Governance – in practice
•Crisis planning
•Business Continuity
and they need help to do it!

115. 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

116. 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!

117. 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!

118. 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

119. THANK YOU FOR COMING TO
“FUTURE PROOFING” AND FOR
YOUR PARTICIPATION TODAY
LET’S NETWORK!

120. FUTURE PROOFING
BROUGHT TO YOU BY
Tuesday, 11 March
Blythswood Square Hotel, Glasgow