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FUTURE PROOFING
BROUGHT TO YOU BY
Tuesday, 11 March, 2014
Blythswood Square Hotel, Glasgow
WELCOME!
CIPR Scotland Group Chair, Laura Sutherland
@laurafromaura
It’s time we looked to future proof our
profession....new ways of reaching audiences have
developed in the last ten years,...
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 migh...
 Speaker biographies on seats
 No planned fire alarms
 Help yourself to water
 Toilets outside the room in the corrido...
ROUTES TO PR
Professor Jacquie L’Etang and Dr. Mandy Powell
talk us through the recent research into senior
PR practitione...
PR Routes & Roots: hierarchical or
rhizomatic structure?
Enacting Communications Expertise Through Public Relations Practi...
Bird, Plane or Superman?
 Who is ‘senior’ and how is it made apparent?
 What is ‘senior’ expertise?
 What knowledge and...
What the doctor ordered?
 Project conceived as Knowledge Exchange – identifying a
need and working collaboratively to fin...
Research methodology: where are the
gaps?
 literature review
 exploratory and pilot
 qualitative social science
 multi...
From identifying deficits to mapping
assets
 from transmission to co-construction model
 knowledge about practice meetin...
Towards authentic and autonomous
professional education: Communities
of Practice
(a) from networks to knotworks
(b) import...
Towards authentic and autonomous
professional education: Reflexivity
(a) from calculative problem solving to meditative th...
PR professional bodies: fit for purpose?
“I just don’t think the profession has sufficiently
communicated itself as an act...
Theorising/Towards a systematic
understanding of learning in PR work
...
 where are the communities of practice practitio...
Futures?
 Shift focus from skills to thinking processes and critical
reflexivity
 The hidden value of senior PR knowledg...
Storied so far
IPRA Thought Leadership Series:
Wanted: A Community of Practice for Senior Public Relations
Practitioners
h...
WHAT THE FUTURE PR TEAM
MIGHT LOOK LIKE
Nick Jones and Lynda Redington talk about their
organisations and their teams – st...
NICK JONES
HEAD OF DIGITAL, VISA EUROPE
Visa Europe Confidential. This information is not intended, and should not be construed,
as an offer to sell, or as a soli...
Social Media BAU
• What is BAU?
• BAU for Visa Europe
• BAU for social media
• Social media strategy
• BAU*
BAU for the real world
Not unsettling
or distracting!
So is it this…?
Do what you do well and keep going
http://www.keepcalm-o-matic.co.uk/ for all your parodying needs
… or this?
BAU in my old job
Visa Europe’s BAU
BAU: big systems, big networks…
• 37Countries: Greenland to
Turkey
• 13.2bntransactions
• 35,000per second at peak
• 20mil...
BAU builds a big brand
MORE STATS!
15,000
Followers
Social
Media is
BAU for
Corp
Comms
BAU: an expanded Twitter footprint
@VisaEuropeNews
@VisaEuropeJobs
@VisaEurope_FR
@VisaEurope_DE
BAU: producing ‘glanceable’ content
MORE STATS!
BAU: Images that are findable and shareable
BAU: measuring and monitoring to understand
A strategy for a Future PR Team
Four part approach
• Review and revise our messages for digital edges
• Understand better how influence flows in this new ...
Revise and revise our messages
for digital edges
• Edges are the angles that cut
through
• They need to be honed regularly...
Using comms plans to pick the right stuff from
the digital smorgasbord
Create content
Pick channels
Tune timing
Handle int...
2. Understand better how influence
flows in this new world
• Develop strong insight into digital behaviour of our stakehol...
Who to trust?
http://www.brands2life.exvn.com/docs/Brands2Life_Oriella_Digital_Journalism_Study_The_New_Normal_for_News_Re...
Empowering employee advocates
@VEapprentices to @StevePerryVE
Understand how the influencers are measured
http://www.brands2life.exvn.com/docs/Brands2Life_Oriella_Digital_Journalism_St...
3. Tell stories made for a digital world
• Produce content that is interesting and compelling because it is: part a
strong...
Social media story telling BAU
Get a cat… that can dance
https://www.gov.uk/government/history/10-downing-street#larry-
ch...
Been there, done that.
Social media BAU
If you can’t
Even humble tea cakes can tell stories
49
50
51
52
4. Engagement: preparing for the big challenge.
Consumer and corporate comms connecting
The challenges of social media BAU*
• Demand for market specific language content
• No respecter of boundaries
• No respec...
Market specific language content
BAU* The social world respects no boundaries
BAU* Merciless ridicule of poor execution
Summary
• Social media is BAU
• There can be digital elements to many comms plans
• But remember they must be led by busin...
Thanks
@njones
LYNDA REDINGTON
HEAD OF CORPORATE & COO
THE LEXIS AGENCY
Evolution or Extinction
Jason Gallucci
CEO
The Lexis Agency
Huge Threat, Huge Opportunity
PR Skill should dominate marketing for the next 10 years
Most PR agencies will go bust
FAD OR FOREVER?
• PC & Smartphone
• Social Media
• TV Fragmentation
• Cost Per Reach
• Viewing Behaviour Change
• Trust
• ...
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...
PAID MEDIA = ADVERTISING?
OWNED MEDIA = DIGITAL?
EARNED MEDIA = PR?
Pre Social Age
PAID MEDIA
Owned Media
Earned Media
Post Social Age
EARNED MEDIA
Owned Media
Paid Media
Marketing has Flipp...
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
Battleground
Who creates the catalysts?
Do we design them or just “PR them?”
CMO test: Define PR Skill
Reputation Management?
Comms?
Publicity? (in print editorial?)
Spin?
The relationship between a ...
Internal Structures
Big brand organisations have been built around advertising for the last 50
years
They have not been bu...
Who is “Lead” Agency?
Advertising has lead for 50 years (and are trying to adapt to keep
CONTROL).
Ad agencies serve 2 fun...
Strategy, Creativity or Activation?
Activation Areas:
PR (publicity)
Social
UX
Digital Build
Content
Experiential
Design
C...
We need to differentiate between Strategy,
Creativity and Activation
Earned Media Strategy
Earned Media Creativity
Influen...
Our DNA
Why will they care?
Why will they share?
Give PR a Makeover
Own the skill of 3rd party influence across ALL channels
Own the skill of Story Creation and Placement
...
Talent
• Invest in credible talent on a par with Adland
• Who can you put around the table in a head to head?
• We recentl...
Stay on speed
• What is working, what is not?
• Know New Campaigns, New Technology, New Trends
• We have a creative hub th...
Data
• Metrics are dead, long live data
• Give them a dashboard
• Enable them to crow – easily
Educate
• Help clients with their own careers
• Pick your battles
• Be bold and go to the top (if you are ready)
• Save th...
Keep evolving
“Transient Dogmatism”
The Stakes
Increasing and Significant Earned Media Budgets
Decreasing PR Budgets
Money where my mouth is
In April 2014 we are becoming a new collective of agencies under one roof.
100 people, £10m in fee...
PR PROFESSIONALS AND
THE FUTURE
John Heuston talks us through what FE is teaching
its students and how they link into futu...
DAVID MARTIN
SKILLS DEVELOPMENT SCOTLAND
Scotland’s Creative Industries
& Skills Needs
David Martin, Key Sector Manager – Creative Industries
david.martin@sds.co.u...
We work in partnership with the sector to:
• Enable people to reach their potential
• Make skills work for employers
• Imp...
Gathering intelligence on the skills demands of
employers:
• Partner insight
• Working with employers & representative bod...
Scaleofthesector
/growthambition
Reviewevidence
ofskillsneeds
Identifyskills
prioritiesforgrowth
Testwith
industry
Secureb...
• Diverse range of sub-sectors with main areas of growth in digital
• Dominated by micro-businesses with high levels of fr...
Skills Development Scotland CIPR 2014
Drivers:
• Digital technology
• Globalisation
• Uncertainty
• Consumer behaviour
Dem...
• 20,000 students in Higher Education and 38,000 in Further
Education
• Growing focus on entrepreneurial skills, but still...
Addressing the digital agenda
Developing industry readiness
Developing leadership and business skills
New approaches to de...
SDS - CIPR 2014
SDS & CIPR Scotland:
A new skills partnership
• Do you recognise the patterns and issues I have described?...
Working with national and local partners to invest in employers:
• Modern Apprenticeship programme
• Employer Recruitment ...
JOHN HEUSTON
CITY OF GLASGOW COLLEGE
© City of Glasgow College
Charity Number SC0 36198
Future Proofing: An FE perspective
John Heuston
City of Glasgow College...
HND Advertising and Public Relations
Key skills.
• Press conference
• Media release
• Damage limitation
• Partnering with Kelvingrove, The Big Issue
• PR campa...
Destinations.
• Glasgow Caledonian University
• (Media & Communication. Marketing)
• -------------------------------------...
The real destinations.
• 3x1
• Aura PR
• Weber Shandwick
• Parlez Media
• Pagoda PR
• Edrington
Let’s talk.
• We’d like to invite you to:
• Work with us on assessments. Feeding back to them.
(STV, Big Issue)
• Shape th...
Thank-you.
• @adprJohn
• John.Heuston@cityofglasgowcollege.ac.uk
• 0141 271 6218
• 300 Cathedral Street, Glasgow G1 2TA
LET’S BREAK FOR 20 MINUTES
LEADERSHIP
Lead the way and others will follow. CIPR has a duty
to set professionals standards but how can get into
the bo...
Help, Support and Develop Directors
and provides:
- A range of services & facilities
- Events & Contacts
- Lobbying & Repr...
•IoD Core Activity
•Companies
•Third Sector
•Public Sector
•Scotland’s future
Competent Boards and NXDs are key for:
Boards have to know about –
•Corporate Governance
•Legislation
• Fiduciary behaviour
•Health and Safety
•Bribery
•Complian...
Boards have to know about –
•Strategy
•Environment
•Social media
•Politics
•Risk
•HR
• Etc., Etc.
and
Now you want to add ...
CIPR/IoD research
•89% believe comms integral
•56% don’t have comms or PR person at senior/board level
•Reports –
•34% to ...
CIPR/IoD research
•45% say it is on board agenda
•Only 33% saying occasionally on agenda
•Only 1/3 of Directors regularly ...
Boards should be on top of –
•Reputation
•Image
•Corporate Governance – in practice
•Crisis planning
•Business Continuity
...
A Good NXD is:
•A critical friend – a sceptical ally
•Strategic thinker
•An expert in something you need
•Not the same as ...
NXDs have to know about:
•Risk
•Vision
•H&S
•Values
•HR
•Compliance
•Finance
•Social Media
•Strategy etc. etc. etc.
Especi...
So can CIPR members help?
-Get involved
-Push your expertise and worth
-Join the IoD
-Get trained
-Move outside your comfo...
CIPR AFTER THE REFERENDUM
Alastair McCapra, Phil Morgan, David Watt and
Stephen Penman lead the panel. Your input is
requi...
THANK YOU FOR COMING TO
“FUTURE PROOFING” AND FOR
YOUR PARTICIPATION TODAY
LET’S NETWORK!
FUTURE PROOFING
BROUGHT TO YOU BY
Tuesday, 11 March
Blythswood Square Hotel, Glasgow
CIPR Scotland Future PRoofing conference presentations
CIPR Scotland Future PRoofing conference presentations
CIPR Scotland Future PRoofing conference presentations
CIPR Scotland Future PRoofing conference presentations
CIPR Scotland Future PRoofing conference presentations
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CIPR Scotland Future PRoofing conference presentations

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CIPR Scotland Future PRoofing conference presentations

  1. 1. FUTURE PROOFING BROUGHT TO YOU BY Tuesday, 11 March, 2014 Blythswood Square Hotel, Glasgow
  2. 2. WELCOME! CIPR Scotland Group Chair, Laura Sutherland @laurafromaura
  3. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 19. NICK JONES HEAD OF DIGITAL, VISA EUROPE
  20. 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
  21. 21. Social Media BAU • What is BAU? • BAU for Visa Europe • BAU for social media • Social media strategy • BAU*
  22. 22. BAU for the real world Not unsettling or distracting!
  23. 23. So is it this…? Do what you do well and keep going http://www.keepcalm-o-matic.co.uk/ for all your parodying needs
  24. 24. … or this?
  25. 25. BAU in my old job
  26. 26. Visa Europe’s BAU
  27. 27. BAU: big systems, big networks… • 37Countries: Greenland to Turkey • 13.2bntransactions • 35,000per second at peak • 20milliseconds to authorise
  28. 28. BAU builds a big brand
  29. 29. MORE STATS! 15,000 Followers Social Media is BAU for Corp Comms
  30. 30. BAU: an expanded Twitter footprint @VisaEuropeNews @VisaEuropeJobs @VisaEurope_FR @VisaEurope_DE
  31. 31. BAU: producing ‘glanceable’ content MORE STATS!
  32. 32. BAU: Images that are findable and shareable
  33. 33. BAU: measuring and monitoring to understand
  34. 34. A strategy for a Future PR Team
  35. 35. 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
  36. 36. 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?
  37. 37. Using comms plans to pick the right stuff from the digital smorgasbord Create content Pick channels Tune timing Handle interaction
  38. 38. 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
  39. 39. 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?
  40. 40. Empowering employee advocates @VEapprentices to @StevePerryVE
  41. 41. 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
  42. 42. 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
  43. 43. Social media story telling BAU Get a cat… that can dance https://www.gov.uk/government/history/10-downing-street#larry- chief-mouser
  44. 44. Been there, done that.
  45. 45. Social media BAU If you can’t
  46. 46. Even humble tea cakes can tell stories
  47. 47. 49
  48. 48. 50
  49. 49. 51
  50. 50. 52
  51. 51. 4. Engagement: preparing for the big challenge. Consumer and corporate comms connecting
  52. 52. The challenges of social media BAU* • Demand for market specific language content • No respecter of boundaries • No respecter of brands
  53. 53. Market specific language content
  54. 54. BAU* The social world respects no boundaries
  55. 55. BAU* Merciless ridicule of poor execution
  56. 56. 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
  57. 57. Thanks @njones
  58. 58. LYNDA REDINGTON HEAD OF CORPORATE & COO THE LEXIS AGENCY
  59. 59. Evolution or Extinction Jason Gallucci CEO The Lexis Agency
  60. 60. Huge Threat, Huge Opportunity PR Skill should dominate marketing for the next 10 years Most PR agencies will go bust
  61. 61. FAD OR FOREVER? • PC & Smartphone • Social Media • TV Fragmentation • Cost Per Reach • Viewing Behaviour Change • Trust • Influencers • Engagement
  62. 62. 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
  63. 63. PAID MEDIA = ADVERTISING? OWNED MEDIA = DIGITAL? EARNED MEDIA = PR?
  64. 64. 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.
  65. 65. 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
  66. 66. Battleground Who creates the catalysts? Do we design them or just “PR them?”
  67. 67. CMO test: Define PR Skill Reputation Management? Comms? Publicity? (in print editorial?) Spin? The relationship between a brand and its publics?
  68. 68. 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
  69. 69. 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)
  70. 70. Strategy, Creativity or Activation? Activation Areas: PR (publicity) Social UX Digital Build Content Experiential Design CSR POS DM Who’s in control?
  71. 71. We need to differentiate between Strategy, Creativity and Activation Earned Media Strategy Earned Media Creativity Influencer ID PR (publicity) Social Experiential UX
  72. 72. Our DNA Why will they care? Why will they share?
  73. 73. 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
  74. 74. 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
  75. 75. 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!
  76. 76. Data • Metrics are dead, long live data • Give them a dashboard • Enable them to crow – easily
  77. 77. Educate • Help clients with their own careers • Pick your battles • Be bold and go to the top (if you are ready) • Save them money
  78. 78. Keep evolving “Transient Dogmatism”
  79. 79. The Stakes Increasing and Significant Earned Media Budgets Decreasing PR Budgets
  80. 80. 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
  81. 81. 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
  82. 82. DAVID MARTIN SKILLS DEVELOPMENT SCOTLAND
  83. 83. Scotland’s Creative Industries & Skills Needs David Martin, Key Sector Manager – Creative Industries david.martin@sds.co.uk @creativeSDS SDS - CIPR 2014
  84. 84. 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
  85. 85. 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
  86. 86. 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
  87. 87. • 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
  88. 88. 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
  89. 89. • 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
  90. 90. 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
  91. 91. 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?
  92. 92. 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
  93. 93. JOHN HEUSTON CITY OF GLASGOW COLLEGE
  94. 94. © City of Glasgow College Charity Number SC0 36198 Future Proofing: An FE perspective John Heuston City of Glasgow College @adprJohn
  95. 95. HND Advertising and Public Relations
  96. 96. 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)
  97. 97. 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)
  98. 98. The real destinations. • 3x1 • Aura PR • Weber Shandwick • Parlez Media • Pagoda PR • Edrington
  99. 99. 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
  100. 100. Thank-you. • @adprJohn • John.Heuston@cityofglasgowcollege.ac.uk • 0141 271 6218 • 300 Cathedral Street, Glasgow G1 2TA
  101. 101. LET’S BREAK FOR 20 MINUTES
  102. 102. 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
  103. 103. Help, Support and Develop Directors and provides: - A range of services & facilities - Events & Contacts - Lobbying & Representation - Professional Development IoD in Scotland exists to:
  104. 104. •IoD Core Activity •Companies •Third Sector •Public Sector •Scotland’s future Competent Boards and NXDs are key for:
  105. 105. Boards have to know about – •Corporate Governance •Legislation • Fiduciary behaviour •Health and Safety •Bribery •Compliance •Commerce •Industry specific knowledge
  106. 106. Boards have to know about – •Strategy •Environment •Social media •Politics •Risk •HR • Etc., Etc. and Now you want to add PR!!!
  107. 107. 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
  108. 108. 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!
  109. 109. Boards should be on top of – •Reputation •Image •Corporate Governance – in practice •Crisis planning •Business Continuity and they need help to do it!
  110. 110. 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
  111. 111. 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!
  112. 112. 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!
  113. 113. 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
  114. 114. THANK YOU FOR COMING TO “FUTURE PROOFING” AND FOR YOUR PARTICIPATION TODAY LET’S NETWORK!
  115. 115. FUTURE PROOFING BROUGHT TO YOU BY Tuesday, 11 March Blythswood Square Hotel, Glasgow

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