APM Scottish Conference 2016

1. Jenifer Stirton
Chair, Chartered Institute
of Public Relations, Scotland

2. I used to work
here…...my first
day at work.

3. Now I work from
here….

4. In this fast changing world of digital and social
media and increasing numbers of people with
access to mobile platforms it’s important that the
communication skills in play are up to date and leading
edge if you are to achieve project objectives. This
means looking wider than the traditional PR and
communications skills and channels you might use.
Interpreting data and having measurement and
evaluation in place will play a key role in delivering and
demonstrating success.

5. The Communications Process

7. Media and comms versus non-media and comms activity, by time of day
Among adults aged 16+ in Scotland

8. Use of mobile applications

9. Take-up of smartphones in Scotland: 2011 – 2016
Adults 16+ (%) / percentage point change in take-up of smartphones since H1 2015

10. Most important device for accessing the internet in Scotland

11. Activities conducted online by internet users in Scotland

12. EVALUATION, EVALUATION, EVALUATION….
Evaluation should be seen as a key part of the
communications process, and not a bolt-on at the
end. At a bare minimum, organisations should
ensure they have ways for measuring how they
perform across all their channels how informed
their staff are, and how campaigns are performing.

13. Marketing

14. GCS Model

15. Malcolm Gladwell is credited with popularising the
10,000 hour rule….......10,000 hours of practice to
achieve any mastery of skill....
Has to be 10,000 hours of “deliberate practise”
(Ericsson and Pool)
SO WHAT HAS THIS GOT TO DO WITH PR, SOCIAL MEDIA,
DIGITAL, SEO TRAINING….?

16. CONTINUING
PROFESSIONAL
DEVELOPMENT
… enables learning to become conscious and proactive,
rather than passive and reactive..

18. Model of Communications Capability
18
The model has three components:
1. Strategy and Planning – is Department undertaking
right kind of communications activity?
2. People and Resources – does Department have the
right skills to deliver?
3. Implementation – is communications activity
effective and efficient?
Strategy and
planning
Implementation
People and
resources
Output
• Performance: How does the Department compare against government’s vision of
what is expected from a ‘good’ communications organisation?
• Action plan: Against the model, where is the Department currently performing well,
and how does it need to improve its communications capability in the future?

19. SO?........
The PR/Marketing/Communications environment
has changed dramatically. There has been a
convergence of disciplines, with new and different
ways of communicating different and sometimes
complex messages to the different audiences. As a
PR/Comms professional keeping pace with these
changes is crucial to avoid de-skilling
The pace of change is challenging, but also
exciting.