#FuturePRoof Edition Two
01 COMMANDING THE RESPECT OF THE BUSINESS COMMUNITY AND THE PITCH TO EMPLOYERS Francis Ingham
Demonstrating PR’s value, ethics and standards of practice to achieve our full potential
02 STRONG TOGETHER: WORKING TOWARDS A COMMUNITY OF THEORY AND PRACTICE IN PUBLIC RELATIONS Stephen Waddington
Exploring practical ways of improving the relationship between scholars and practitioners in public relations
03 WHAT BREXIT TAUGHT US ABOUT THE OPPORTUNITY FOR PR Rob Brown
PR and communications’ role as strategic lead; making sense of complexity, managing reputation and telling the organisational story
04 ECONOMICS, SOCIAL DIALOGUE AND PUBLIC RELATIONS Ezri Carlebach
By combining the strategic and social strands of public relations, PR professionals have the opportunity to become catalysts in realising the potential of economic activism and social dialogue
05 SERVING THE MEMBERSHIP: IS IT TIME FOR THE CIPR AND PRCA TO MERGE? Richard Houghton
Should we be represented by a single, unified trade body better able to address the needs of a sophisticated, professional and growing sector?
06 MAXIMISING THE TRUE VALUE OF MEANINGFUL CONVERSATIONS TO DRIVE IMPROVEMENT
Matthew Hopkins
The value PR brings to an organisation, the weaknesses practitioners need to address and how to work more closely with the management team
07 FROM PURPOSE TO PERFORMANCE: A RADICAL APPROACH TO STAKEHOLDER ENGAGEMENT Sean Trainor
Corporate public relations has the opportunity to take a strategic leadership role by engaging key stakeholders around corporate purpose driving performance as well as reputation
08 CHARTING THE COURSE OR JUST KEEPING YOU AFLOAT: IS HUMAN RESOURCES TAKING YOUR BUSINESS WHERE IT NEEDS TO GO? Elizabeth Baines
Utilising HR in the drive to professionalism, improving standards and closing the gender pay gap
09 SOCIAL MOBILITY IN PR: A CAREER OPEN TO ALL Sarah Stimson
The PR industry needs to represent the publics it serves, however diversity is increasingly lacking. If the PR industry is serious about addressing social mobility there are easy, cost-effective ways to go about it
10 STITCHING TOGETHER GOOD CORPORATE BEHAVIOUR Karan Chadda
How do you do the right thing? Corporate social responsibility must become embedded within an organisation’s operational decision making or it will become a reputational liability
11 STORIES VERSUS FACTS: DO COMMUNICATORS HAVE A PERSONAL RESPONSIBILITY TO ENSURE THE PUBLIC ISN’T MISLED? Stuart Bruce
Every public relations professional should agree that it is absolutely wrong to lie on behalf of a client or employer. But where do the ethical boundaries lie between advocating the strongest case and misleading people?
12 CONTINUOUS PROFESSIONAL DEVELOPMENT (CPD): CAN IT HELP YOU IN A CHANGING WORLD? Sally Keith
CPD. Does it matter? What does it mean?
13 THE JOURNEY OF THE ENGAGED EMPLOYEE Bea Aarnoutse
From high-potential employees who make conscious choices, to employees who are passionate and contribute to success, to former employees who become ambassadors, attention to the total employee journey is the key to an aligned workforce
14 PREPARING FOR THE SKILLS GAP IN THE WORKPLACE OF THE FUTURE Tim Hudson
The evolution of the way in which organisation’s operate, and the world they operate in, calls for a shift in the skills we foster in young people and those we develop as practitioners
15 DELIVERING A 24/7 SERVICE; INTRODUCING AN AGILE MODEL IN PR Dualta Redmond
Capturing relevant information and developing it into intelligence and management information can help create a strategic framework that reduces the need for significant out-of-hours support
16 MANAGING THE INTEGRATION OF BUSINESSES: MERGING COMPANIES, DISCIPLINES, AND CULTURES
Ella Minty
Integration of tangible assets, equipment, and operational parameters can often be streamlined and rather easily achieved – the hardest, most challenging task in business mergers and acquisitions is the integration of cultures, mind sets, behaviours and values
17 EMBRACING AGILE STRATEGY DEVELOPMENT Betteke van Ruler and Frank Körver
Linear communication models are ineffective but remain widely used by public relations practitioners. Agile strategy development can revolutionise the comms function and strengthen the relationship with the management team
18 HOW TO AVOID #SOCIALMEDIAMELTDOWN Nathaniel Cassidy
Out of hours community management is something of a misnomer. There is no such thing as out of hours anymore and community management implies that online you have an element of control over social media beyond your own accounts. You don’t
19 A LISTENING AND INSIGHTFUL FUTURE: CHANGING PR PRACTICE TO DELIVER AUDIENCE LED COMMUNICATIONS Sarah Clark and Professor Jim Macnamara
Just as the design world has used an audience led approach to develop more effective products, services and environments, so to must the PR industry think about how it adopts a culture of listening and audience immersion to develop the most impactful communications
20 SPEAKING THE LANGUAGE OF PROCUREMENT Tina Fegent
How to understand the role of procurement and build a relationship with the team to mutual, long-term benefit
21 STRENGTHENING CLIENT RELATIONSHIPS AND MANAGING RISK Farzana Baduel
Empowering your account handler and adding value to your client as senior management is a key way to strengthen and sustain client relationships
22 MANAGING CLIENT EXPECTATIONS Andrew Reeves
Solutions for managing financial negotiation and in particular over-servicing
23 STAFF SALARIES: HANDLING WAGE INFLATION AND SALARY BANDINGS Steve Earl
Managing expectations around wages requires transparency so that people understand fair pay and the path ahead, an awareness of individual motivations and for teams to be outward and well as inward-looking, so that they see salaries in context of what’s happening in the world around them
24 GROWING PAINS: MOVING FROM AN ENTREPRENEURIAL TO A PROFESSIONAL STRUCTURE Alicia Mellish
In order to grow a business with entrepreneurial roots, it is necessary to develop the established structure, moving focus and pressure away from the founding individual, in order to empower the team and ultimately realise the business’s true long term potential
25 COMPANY CULTURE: MANAGING STRESS, PRESENTEEISM AND MENTAL HEALTH Paul Sutton
Poor mental health is a burgeoning issue, with depression, stress and anxiety rife within the PR industry. Employers looking to proactively address the issue and create a healthy workplace have an action plan at their fingertips
26 WHY GREAT LEADERS ARE GREAT COMMUNICATORS Lucia Dore
To what extent is communication the key to a successful organisation and to great leadership? How does good communication make an organisation great? And what difference does good communication make to the implementation of a public relations strategy?
27 INTERNAL COMMS: LEARNING FROM THE PAST AND EMERGING TRENDS Rachel Miller
There is no such thing as pure internal communication any more. Professional communicators need to acknowledge the blurred lines between internal and external comms and fast. Discover why it’s important and the opportunities ahead
28 SEIZING INFLUENCER RELATIONS’ OPPORTUNITIES Scott Guthrie
Public relations is the natural home for influencer relations. Working with online influencers offers a massive business opportunity but only if practitioners embrace, evolve and push this fast-maturing discipline forward
29 HOW TO USE THE LATEST TECHNOLOGY TO ACHIEVE EMPLOYEE ENGAGEMENT Ciara O’Keeffe
The time has come for us to rethink our engagement approach and apply lessons learned from the consumer sphere. Mobile technology has already changed how companies do business but they have yet to exploit its many merits in the name of employee engagement
30 VIDEO AS A COMMUNICATIONS CHANNEL Dan Slee
Video has quietly been driving the arms race between tech companies and between social media platforms. That’s a race that communications teams can take advantage of
31 LIVE STREAMING TOOLS: A BEST PRACTICE GUIDE Leonardo Stavale
Live broadcast apps are the latest fashion when it comes to online communications. Learn how PR initiatives could – and should - take advantage of these tools utilising them in a strategic way
32 OVERHAULING PUBLIC AFFAIRS: MUCH NEEDED MODERNISATION Iain Anderson
Public affairs has a reputation issue and a modernisation drive is long overdue. Practitioners have to move away from the obsession with access and embrace new opportunities including grassroots campaigning and microtargeting
33 PUBLIC CONSULTATIONS: ENGAGING WITH YOUR AUDIENCE Emily Osborne
Public consultations are changing the way we make decisions. They’re no longer a tick box exercise for the public sector, but a way to engage with and have consequential conversations with our communities
34 HOW THE #FUTUREPROOF PR CAN EMBRACE THE OPPORTUNITIES OF SEO Darryl Sparey
PR practitioners need to have a more detailed understanding of SEO and the impact this has on the work they do. Combining this knowledge with the ability to measure its effectiveness creates a situation in which public relations teams can confidently ask for more budget and reduce the risk of SEO agencies securing the work
35 CROWDFUNDING: UNDERSTANDING, INFLUENCING AND MANAGING GROUP BEHAVIOUR Paul Cockerton
What is crowdfunding? Why do most campaigns fail? Why shouldn’t you aim to raise a million? Discover tips learnt from raising over $30M for clients to manage a successful crowdfunding campaign
36 HORIZON SCANNING Stephen Davies
Technology continues to evolve at a blistering pace disrupting businesses, business models and entire industries. Artificial intelligence, augmented and virtual reality all offer opportunities for today’s public relations practitioner
37 CREATIVITY IN PR - ARE PRACTITIONERS SUCCESSFULLY HARNESSING THE POWER OF STORYTELLING AND NARRATION? Andy Green
Creativity is a key driver for change. Yet, the nature of doing creativity in PR needs to change in order to be effective
38 #FUTUREPROOFING COMMUNICATIONS EVALUATION Richard Bagnall
The #FuturePRoof project clearly shows how far the world of PR and communications has changed in recent years. But how is it best to measure effectiveness in this dynamic and complex environment?
39 THE IMPORTANCE AND ART OF ARTICULATING THANKS: LESSONS FROM NON-GOVERNMENTAL ORGANISATIONS (NGOS) Dr Nicky Garsten, Dr Ed de Quincey and Professor Ian Bruce
Thanking helps organisations to build relationships. In particular, charities need to thank as they build up coalitions of interest around issues, and because in many cases they raise income. So what can be learned from some professional thankers, and scholars, in the NGO sector?