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PR Seminar (less TP)
- 1. WELCOME ABS PR SEMINAR WELCOME BY TOBY ROE Corporate Communications Director Ashridge and Chair of the ABS PR Network Prepared by Grayling for the Big Picture Meeting April 2010
- 2. PR skills in a changing landscape 27 September 2010
- 3. Me 11 years three agencies Cranfield Grayling A passion for learning
- 4. 30 minutes three objectives Reflect on your skill set How you develop yourself How we at grayling are developing our people
- 5. Change What new skills have you developed in the last two years? 1. 2. What skills are you currently developing and why? 1. 2.
- 6. The work we have done Recruited Head of Learning & Development Invest more in developing skills, behaviours, aptitudes and knowledge required Competentcy Framework – PRCA Learning to learn + CPD + Diploma Why? Opportunity knocks Shake-out
- 10. Priorities for PR Professionals Creativity – a process Digital – blogging/social media/SEO Writing & presenting Leading & managing Business & strategy
- 11. Keep your skills up to date by ... Networking/events/conferences Reading (trade journals) Dedicating time to learning – doing culture Unlearning Investing in core skills – writing, presenting Spend time with your agency Benchmark against other professionals How do you learn?
- 12. Two skills you will develop in the next 12 months What ........................................................................................................................................................................................ Why ........................................................................................................................................................................................ How ........................................................................................................................................................................................ Share...
- 13. Current Skills Needed by the PR Professional in a Changing Landscape Or put another way - ‘How to Get Headhunted’ – 10 things you need to be doing – and now! JULIAN GOLDSMITH Managing Director Dialogue Europe Ltd 27/9/10
- 14. Ten Tips - Overview 1. Be vital - reputation is everything 2. Invest in your career – ‘old dogs/new tricks’ 3. Networking – get out & about, like today 4. Invest in relationships – beyond the Dean 5. Develop a rich experience – 5 year tenures
- 15. Overview ( Contd...) 6. Show progress – success metrics 7. Develop your own brand – by-lines to blogs 8. Innovate – what do you do differently? 9. ‘Elevator pitch’ - develop your own USP 10. Compelling CV - your chance to impress
- 16. Be Vital · Research ( and anecdotal evidence ) shows one of main things keeping Vice-Chancellors/Deans awake at night, is reputational risk · Recognise your importance to the business school and go the ‘extra mile’ to achieve · Don’t do a good job but then forget to quantify and play-back the value of what you do · Success metrics are vital but rarely seen/heard · What % of coverage was on message?; what % improvement of coverage Y-on-Y over last 5 years?; what improvement in blog coverage...?
- 17. Invest In Your Career · If pressure to step-up performance does not come from above, it should come from you · Keep learning new things – keep trying to adopt new skills even if not at first always obvious · Everyone here have an up-to-date LinkedIn profile? · Invest time and effort to go to trade body (e.g. CIPR events) as well as ABS ones · Physician-heal-thyself – get new, additional qualifications
- 18. Networking ‘ Not what you know, but who you know!’ – in physical and internet world Often doesn’t come naturally as PR/comms people walk one-step behind the Dean Keep in touch with past Deans/key Faculty A diligent headhunter will be asking your peer group about you, so you need to be known Two-way street – use it know who else is on their way up – you could be a vital ‘source’
- 19. Invest In Relationships As well as external networking, be vital in build Dean’s profile – good profile features win prizes! Who are your ‘ rock stars ’? – you all have them and their day comes Work with them in advance; build their trust; push them hard and shine in reflected glory Behind every guru there’s a PR/comms person ‘peddling’ hard
- 20. Develop A Rich Experience Jobs for life are gone but a constant job-jumper is bad news too Secondments into businesses with close relationships to the business school?; maybe a short period at the Department of Education? Could you do a job swap with a business school (as students do after all), so you can talk about role of PR/comms in a North American or Far Eastern business school?
- 21. Show Progress Where you have been somewhere for a long time, show clear progression: PR Exec/Officer to PR Manager; to Deputy Head of Comms... If promotion is hard (where you are), can you demonstrate clear achievement/best-practice...? Too many candidates are too vague about progress and achievements and are not showing a USP Develop anecdotes that underpin your progress; can you tell a story about what you have done? Have success metrics to hand from coverage to ‘hits’
- 22. Develop Your Own Brand Should be easy yes? Or too focused on building school’s / Dean’s / Faculty’s to think of your own?! Should you be where I’m standing talking to your peer group – or on larger stages? You ghost articles for others, shouldn’t you be writing articles/blogs under your own by-line? From attitude to appearance to ‘glass’ overflowing/ empty, your brand arrives before you do
- 23. Innovate Easier said than done but a chance to really add to your own brand and wider reputation What could any of you here be doing differently in the day-job that would stand you out? Keep challenging your team to think in new ways Get under-the-skin from undergrads to MBA alumni – how do you reach/influence them? Alumni could well be a future employer themselves, or at least their organisations!
- 24. Elevator Pitch In media training sessions, you tell the Dean/Faculty to have a sharply-honed message; points of differentiation - does your own career? We might be pretty good if asked what makes your own business school better than others – but can we do this for ourselves? Develop your own ‘USP’ refine, up-date, refine and practise Expertise in crisis comms, web innovation...?
- 25. Compelling CV Career progression starts and ends with a good CV Don’t be lazy, adding on ‘new bits‘ now and again – review, keep it tight and punchy Does it tell-a-story? Would you call you for interview? Does it achieve impact within five seconds; easily assimilated within 30 seconds? Does it maximise you - your work, past experience, personal achievements? Will an RPO (recruitment process outsourcer), also hiring admin, HR, IT... get it?!
- 26. Some Other CV Thoughts No strict rights nor wrongs, but some key guidelines… Save in Word (not a pdf please), using your name and ideally a date. e.g. John Smith CV – Sept10 No date of birth, no pic of yourself, no more than ‘.. over 20 years experience…’ even when 35! Contact details – mobile plus your own personal e-mail address (using your partner’s is naff) Home address up to you Start with 4-5 line summary profile, mention eye-catching former employers, include your USP(s); state key qualifications Chronology of employment/titles/dates… end with Education/Qualifications, then Interests and References Available Be ready to tailor to each specific role applied for
- 27. CVs – From Good to Great Is there a ‘thread’ running through most (if not all) of what you have done which shows a ‘logical’ progression? Can some past experiences be ‘retro fitted’ to illustrate different learnings and key competencies? Do you have multiple CVs (if only topping-and-tailing the intro 4-5 lines) for different employment opportunities? Does your CV convey not just your key responsibilities but main achievements, potentially using these as sub heads? What success metrics can you show? 10% year-on-year coverage increase; 20% more web site ‘hits’ Is it clear what you personally did; what the quantified outcome was; how this impacted the business school?
- 28. CVs – Great to Excellent It means more digging/researching, but the rewards are great… Can you put financial gains/savings to your work in things achieved or other things prevented? e.g. crisis management Can you talk about a Return on Investment (ROI) to what you do? Can you demonstrate strong team leadership? Are there any statistics showing people perform better/are more motivated working for you? Can you add web links to especially strong on/off line coverage or a YouTube video? Have you pioneered use of social media and/or established a successful digital strategy where you are/have been? Can you show close working/providing senior strategic counsel to senior leadership within the business school which has clearly been acted upon?
- 29. Questions Dialogue Europe Ltd Floor 4 / 28 Shelton St London WC2H 9JE +44 (0)7887 548503 [email_address]
- 30. Corporate Marketing; Positioning the c orporate b rand in new markets Bernard Carey
- 31. What is corporate positioning? What are we for? Who are we? Where are we going? Bernard Carey 19.04.2010
- 32. Corporate Positioning; New Market Mission: Does it fit? Biggest, first, best Vision: Is it credible, does it translate? Values: Do they match local aspirations? Do they create trust?
- 33. Stakeholders Someone who has an interest in, or an influence over the success of your company
- 34. Trust Track record Transparency Credibility Corporate responsibility Make a difference
- 35. Standardisation v Adaptation You cannot change who you are but you can change emphasis Are you pitching to several new markets at once? Or one at a time, selectively?
- 36. Market entry strategy Structure – own staff; representative in- house; agency Systems – devolved; shared; branding ; issues management Process – approvals; initiatives; crisis management
- 37. Market entry strategy PEST; political, economic, social, technological Porter’s Five forces adds environment Market, medium, message
- 38. Planning communications - market Demographics Psychographics Regulations Legal framework
- 39. We are all different What do USA, Russia, China and France have in common? Public Relations in Eastern Europe And in non-democratic countries Access to internet International media; BBC World Service; CNN; Russia today; Al Jazeera
- 40. We are all the same International media International markets/economy Ageing populations Maslow’s hierachy The internet
- 41. Planning communications - media Broadcasting Print media Direct mail Trade fairs Consumer shows Internet access - broadband
- 42. Planning communications - message Name Logo Taglines Mission, vision, values fit. Does the sentiment translate?
- 43. Case studies Tesco -USA entry Positioning - innovator, value, own brand Awareness - store location Message - intelligence-driven retailing Online selling Digital marketing
- 44. Case studies - Tesco “ Early on one of the things we said about establishing as a business was effectively to start having a conversation…we are an unknown, so lets be clear about… what we stand for and then lets continually demonstrate that… we’re living up to what we say we are doing… So that was a starting point in our, for want of a better word, strategy’ Simon Uwins, CMO at Fresh & Easy
- 45. Case studies - Tesco “ here… stuff written on blogs does get picked up quite a lot in newspapers … in fact newspapers here, much more so than in the UK, are very internet based … So for all these reasons we went ‘Ok, lets first have a go at starting up a blog’, because a blog is much faster moving, it would allow us to talk a bit, and it also felt very appropriate in this market.’ Simon Uwins, CMO at Fresh & Easy
- 46. Case studies - MINI The product – Car of the Century The icon – 60s Britain The brand - values The politics - British or German
- 47. Case studies - MINI Global brand – fun, adventure, genuine, individual, cheeky! Global positioning – love Showroom design – innovative, unique PR – creating a legend for the brand USA – local radio Continental Europe – posters
- 48. Summary Think global; BE local Plan, research, test, evaluate Be innovative, make a difference Be open, transparent Build TRUST
- 49. What can you do? Looking for allies and friends Looking for information and knowledge Understanding culture… … and differences
- 50. Corporate Marketing; Positioning the c orporate b rand in new markets Thanks for listening; have a good week. Bernard Carey FCIPR [email_address] www.marlinconsulting.co.uk
- 51. Further reading Heath R.L. (2001) “Handbook of Public Relations” Thousand Oaks, Ca. Sage Etaing J. and Pieczka M. (2006) “Public Relations. Critical debates and Contemporary Practice”. Mahwah, NJ. Erlbaum
- 52. PR CLINIC Prepared by Grayling for the Big Picture Meeting April 2010