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Stuart Bruce professional profile

Stuart Bruce professional profile



Stuart Bruce has more than 25 years' experience of award-winning corporate communications, public relations and public affairs. He is a regular media commentator and conference speaker on online PR, ...

Stuart Bruce has more than 25 years' experience of award-winning corporate communications, public relations and public affairs. He is a regular media commentator and conference speaker on online PR, online public affairs and corporate social media.



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    Stuart Bruce professional profile Stuart Bruce professional profile Presentation Transcript

    • Stuart bruce
      Corporate communications, public affairs, public relations and social media
    • Summary and highlights
      Founder and MD of Wolfstar, growing it into one of the UK’s largest specialist public relations social media consultancies
      Listed in PRWeek Power Book 2011 as one of the UK’s top 1% of most influential public relations people overall and first for online influence
      Recently led online PR and social media strategy and campaigns for Sony Ericsson, PayPal, Unilever, First Direct, HSBC, Carlsberg, World Vision, Philips, NHS and many others
      One of the world’s first public relations bloggers in 2003 and still one of the world’s highest ranked PR bloggers
      International PR and social media speaker at high profile conferences
      Director of Communications for Andy Burnham’s Labour Party leadership bid and Alan Johnson’s deputy leadership bid
      Founder member of the CIPR’s national social media panel
      Partnered with United Nations to conduct world’s first global research into how FT Global 500 use social media for CSR
      Winner of multiple PR awards and regular awards judge
    • Personal profile
      Some recent achievements
    • Wolfstar – founder and MD
      Managing director and co-founder of Wolfstar which in less than four years I grew into one of the UK’s largest specialist public relations social media consultancies
      Top 40 Digital Consultancy
      22 – top of table for specialist PR consultancies for the highest percentage of income derived from online PR
      Top 40 Technology Consultancy
      31 – largest outside of the London region
    • PRWeek Power Book 2011
      Listed in PRWeek Power Book 2011 of the UK’s top 1% of most influential public relations people and first for online influence
      First most influential PRWeek Power Book person online in the UK according to PeerIndex
      Second most influential PR person online in the UK according to Klout
      “The comms wunderkind is seriously web savvy, his CV reads like a top ten of all things tech.”
      Listed in every PRWeek Power Book since it started in 2007 (except 2010!). Online influence as measured September 2011.
    • Selected client experience
    • Award-winning peer recognition
      CIPR PRide | Best Use of Social Media | Sony Ericsson | Winner - President’s Grand Prix
      PRWeek | Best New Consultancy | Wolfstar | Highly Commended
      CIPR PRide | Outstanding Small Consultancy | Wolfstar | Winner - President’s Grand Prix
      CorpCommsDigi | Best Social Media Press Office | First Direct
      Communicate Digital Impact | Best Social Media News Release | Sony Ericsson and Dolce & Gabbana | Gold
      CorpCommsDigi | Best Agency with Integrated Digital Expertise | Wolfstar | Highly Commended
      Communicate Digital Impact | Best Social Media Newsroom | First Direct | Silver
      DADI | Best Use of Social Media | First Direct | Highly Commended
      PRWeek | Best Healthcare Campaign | Vibration White Finger Litigation Group | Winner
      PRWeek | Best International Campaign | AscomTimeplex | Winner
    • Best Use of Social Media
      The judges said: “Imaginative use was made of social media to compliment the PR launch. This strategy had a true global reach that was high impact, well executed and involved, and engaged the blogging audience it targeted. As a result it achieved excellent penetration. The objective of differentiating Sony Xperia against rivals was achieved. The judges particularly liked how bloggers ‘co-created’ the campaign, helping Sony Ericsson achieve recognition as a world leader in integrated corporate communications.”
    • Outstanding Small Consultancy
      The judges felt Wolfstar demonstrated outstanding achievements coupled with exceptional CSR for an agency of its size. The growth the consultancy has undergone since its inception is impressive and it is well on its way to meeting many if not all of its business objectives, particularly that of being a global agency. The campaigns Wolfstar chose to showcase in its entry simply underscored the judges strong feelings that this is a consultancy to watch!
    • UK and international conference speaker
    • Contribution to PR profession
      Founder national council member of the Chartered Institute of Public Relations’ Social Media Council
      Regular judge of PR and social media industry awards:
      Founding governing member of the Word of Mouth Marketing and Communications Association UK
      Lecture at universities and professional associations:
    • Senior political campaigning
      Director of Communications and Strategy for Andy Burnham MP in his bid to become Labour Party leader and the same role for Alan Johnson MP in his deputy leadership campaign
      Responsible for all aspects of communications and strategy including message development, broadcast and national media relations, issues management, speech writing, online and digital strategy, direct marketing, paid media and events
    • Some world and UK firsts
      Started one of the world’s first public relations blogs in early 2003 and still ranked as one of the world’s top PR blogs
      Launched UK’s first local councillor blog and second politician in the UK (after MP Tom Watson)
      Created and directed one of the world’s first Twitter public relations campaigns in early 2007 for senior UK government cabinet member Alan Johnson MP
      Directed world’s first multi-country, multi-language social media newsrooms for Philips in Scandinavia.
      Led UK’s first social media newsroom for a regulated industry for bank, First Direct.
      Created UK’s first mummy blogger meet-up for Chuggington and the BBC
    • UN global CSR social media research
      Partnered with United Nations in New York to conduct the world’s first global research programme into how the FT Global 500 use social media to support corporate social responsibility
    • Skills and expertise
      Board level strategy and tactical management
    • Skills and expertise
      Communications strategy – public relations and corporate communications strategy, particularly integrating social media and online PR into the overall communications strategy
      Online public affairs and advocacy – utilising social media and online PR to achieve public policy goals by online intelligence and analysis, stakeholder relations and online advocacy campaigns that create real world action
      Social media strategy – never exists in isolation, I provide corporate communications focussed social media strategy, especially dealing with complex issues regarding ownership between corporate communications, marketing, digital, IT, and legal/regulatory risk departments
    • Skills and expertise
      Online issues management and crisis communications – Handling CSR, pressure group campaigns, product recalls, leaks and rumours etc. Based on more than 20 years’ experience of traditional crisis comms and more than 10 years’ experience of online crisis comms
      Online monitoring and analysis – Global and national social media audits to provide insight and intelligence to create corporate communications strategy, including on-going real-time monitoring and issues early warning systems
      Social media policies – Global social media policies for company wide use, as well as specialised guidelines for in-house and agency PR and marketing professionals
    • Skills and expertise
      Social media and online PR training and mentoring – running professional workshops for PR, public affairs and corporate communications professionals as well as one-to-one mentoring for c-suite and board level directors
      Modern media relations – helping in-house press teams modernise to deal with the new demands of online platforms of mainstream print and broadcast media as well as blogs and social media
      Tactical campaigns and activation – Wide range of practical social media and online PR experience and expertise including directing social website creation and management, blogger relations and outreach, social media newsrooms and releases, PR SEO, online events and online video production
    • What others say
      Some testimonials
    • Some testimonials
      “The comms wunderkind is seriously web savvy, his CV reads like a top ten of all things tech.”
      PRWeekPower Book
      “Thank you so much for all your hard work on the campaign. Your media and comms work was brilliant.”
      Rt Hon Alan Johnson MP, former UK government senior cabinet minister
      “Sony Ericsson is a master class into how you actually implement a global social media strategy.”
      Somesso Global Corporate Social Media Summit
      “Stuart is a PR professional who understands the digital age. He's an expert in word of mouth marketing. If I was launching a new product and wanted my customers to talk about it in their social networks, I'd hire him straight away.”
      Tom Watson MP, who was the world’s first Minister for Digital Engagement
      “Consistently delivered work that was of high standard and always solved the unexpected problems that arose. I felt confident that if I gave a project it will be done well, to plan and within the agreed budget. What more can you ask for? Innovative, passionate and responsive.”
      Simone Bresi-Ando, Global Corporate PR Manager, Sony Ericsson
      “Stuart’s knowledge and experience shine through… I wouldn't hesitate recommending Stuart.”
      Andrew Thomas, publisher, Communicate Magazine
    • Case studies
      Some examples of work I’ve led and directed
    • Corporate social media strategy
      “Sony Ericsson is a master class into how you actually implement a global social media strategy.”
      Somessoglobal corporate social media summit
      Led client strategy at Wolfstar which has been Sony Ericsson’s global social media agency of record since 2008 responsible for:
      Global corporate social media strategy
      Corporate social media activity
      Online media relations
      Blogger outreach and events
      Content creation and distribution
      Social media guidelines, policies and training
      Public relations support for marketing communications product launches
    • Audits, monitoring and analysis
      Led creation of an online framework to analyse online mainstream media, social media and social networks for corporate communications
      Identifies key influencer issues, sites and individuals to prioritise to promote and protect corporate reputation
      Real-time monitoring and analysis for issues and crisis management, as well as campaign measurement and evaluation.
      Directedglobal and UK audits and monitoring for numerous clients including:
    • Online public affairs
      Appointed to conduct public affairs campaign to win UK government support for a new global initiative on infant mortality
      Campaign strategy was to create massive online ‘buzz’ in order to get oneof the three main UK political parties to contact the charity and request a meeting
      The 300 page report was analysed to identify to identify 15 different stories to give each target its own unique angle
      Pitched under an embargo so all stories would appear on the same day resulting in 13 of the 15 political blogs publishing a story
      Used banner advertising to provide link to full report, its main purpose was to get web traffic data
      Adverts were targeted so they only appeared on computers on specific IP addresses e.g. only on computers in the Treasury department or Conservative Central Office with unique advert for each IP address
      Negotiated live web chat with The Independent which resulted in 60,000 unique visitors
      Result of the online public affairs campaign was that by midday all three parties had called to request a briefing meeting
    • One of world’s first Twitter campaigns
      “Your media and comms work was brilliant and I’ve never been so well Twittered in my life!”
      Alan Johnson MP, former senior UK Government Cabinet member in four departments
    • Modern media relations
      Use search analytics to identify news and feature angles to pitch at online properties of mainstream media
      Provide interactive and multimedia rich content including web chats, video chats, Twitter chats, infographicsand video news releases
      Pitching and seeding stories via Twitter, blogs and social networks
      Examples include:
      Video chat with The Independent for First Direct on carbon reduction, resulting in the highest ranked item on Google News on the day the Copenhagen Climate Summit started
      Unilever’s Chief Financial Officer doing web chat with The Telegraph for quarterly financial results
      Seeding programme news for Discovery Channel on social media resulting in mainstream media coverage and 410% increase in viewers (separate case study)
      Partnering with The Guardian to publish a regular blog on development issues for World Vision
      Future of banking live webchat for First Direct with The Times
    • Online corporate relations
      After its success of using social media for product launches Sony Ericsson asked Wolfstar to lead using social media for a corporate announcement
      Kyte, a social live video streaming service, was used to host a video chat to make the global announcement of Sony Ericsson’s new sustainability strategy
      A mobile industry blogger was asked to chair the chat
      Questions were taken live from multiple social sources – Kyte chat window, iPadio audio blog, Twitter, the Sony Ericsson GreenHeart blog and web-based text message, the first time this had ever been done in the world
      The result was more than 200 questions submitted and more than 50,000 live video viewers
      Coverage was achieved in the Financial Times, Wall Street Journal, Treehugger (the world’s biggest environmental blog), Engadget (the world’s biggest technology blog) and hundreds of other media outlets
    • Social media newsrooms and news releases
      In 2008 created the world’s first multi-language social media newsrooms for Philips in Scandinavia
      In 2009 created the UK’s first social media newsroom in a regulated industry (financial services) for First Direct. Increased visitors from about 5-10 a week to 2,400 a week
      In 2010 developed Sony Ericsson’s global social media newsroom portal
      Award-winning social media news releases including beating Coca Cola to win award for Sony Ericsson and Dolce & Gabanna
    • Marketing communications
      The brief was to promote a documentary series on WWII London
      The in-house team had given an exclusive to the Mail on Sunday to run two days before the first programme aired
      However, the paper pulled the story, which is when Wolfstar was asked to help
      An exclusive clip of the first show (depicting a Nazi funeral in London) was given as an exclusive to Iain Dale (one of the UK’s highest read political blogs, but just as importantly read by lots of journalists)
      He published the video on Sunday afternoon. Other images were later made available to other media and blogs
      Within 48 hours the video was watched fully 16,724 times (and partially many more). The original story was viewed 111,021 times. Mainstream media also took the story off the blog and reused it including The Times, The Independent and ironically the Daily Mail
      The activity resulted in the programme being watched by 410% more viewers than other programmes in the series
      The activity by Wolfstar was the only promotion for the programme
    • Global product launch
      Social media strategy and implementation for the global launch of the Xperia X1, Sony Ericsson’s first smartphone launched in partnership with Microsoft
      Ran blogger outreach campaign and created the Xperiancers blogger resource centre which resulted in:
      More than 1.4 million mentions
      Almost ¾ million page views
      258,000 visitors, 222% more than similar sites
      from 192 different countries, speaking 111 different languages
      61st most viewed Science and Technology video of all time.
    • Contact stuart bruce
      +44 20 3239 1093 | + 44 7852 135456 | stuart@stuartbruce.biz
      Twitter stuartbruce | Skypestuartbrucepr
      Blog www.stuartbruce.biz | Consultancy www.stuartbruce.eu