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PRFest - Friday, 15 June 2018

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The third Festival of Public Relations (PRFest) took place 14-15 June, 2018 in Edinburgh. It's the only event of its kind in the world.
Practitioners travelled to Edinburgh to continue professional development, by learning, sharing, collaborating and networking.
Friday's slides include:
- Lucy-Rose Walker and Gayle Mann - entrepreneurial mindset
- Emma Leech - Harnessing People Power in PR
- (John Brown's PDF will be uploaded separately due to the files not being able to be integrated within powerpoint)
- Andrew Bruce Smith - three sprints; Google Analytics, Data Studio and Tag Manager
- Laura Sutherland (PRFest Founder) - Enterprise social networking
- Betsy Reed - Communicating sustainability

For information about PRFest visit www.prfest.co.uk

Published in: Marketing
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PRFest - Friday, 15 June 2018

  1. 1. WELCOME TO PRFEST 2018! Friday, 15 June
  2. 2. Laura Sutherland FCIPR Chart.PR MPRCA Founder, PRFest Owner, Aura @laurafromaura @AuraPR
  3. 3. HOUSEKEEPIN G • No planned fire alarms • First aid, please report to ECCI front desk • Toilets out to the right of this room • Water and juice available at the back of the room – help yourself • All got your WIFI codes from reception? • Please use #PRFest • Speakers – please keep to time or I’ll be chasing you!
  4. 4. Gayle Mann Non-Executive Director Entrepreneurial Spark @Gayle_Mann Lucy-Rose Walker CEO Entrepreneurial Spark @LucyRoseW
  5. 5. Lucy-Rose Walker & Gayle Mann Entrepreneurial Spark @ESparkGlobal Mindset – The only tool you’ll ever need to succeed in life, the universe and everything….
  6. 6. Rule #1
  7. 7. Trainugly.com
  8. 8. Rule #2
  9. 9. The Results… • The Worlds Largest Free Business Accelerator • Launched 13 Accelerator Hubs across the UK • Supported 3868 Start-ups • 87% Survival Rate • Over £651M in Turnover • Raised £251M in investment • 2000+ corporate staff trained
  10. 10. Time to reach 50 million users…
  11. 11. Our companies can’t keep up…… IN THE LAST 15 YEARS, 52% OF FORTUNE 500 COMPANIES HAVE DISAPPEARED 1955 VS 2017 Avg life expectancy 75 years Avg life expectancy 15 years
  12. 12. What’s next? As weird becomes normal and normal becomes something for the history books we find ourselves living in a world of ambiguity, volatility and uncertainty Thinking like an entrepreneur is the answer!
  13. 13. Rule #3
  14. 14. Mindset Rules to Live By #1 Get out of your own way #2 I can’t do that… yet #3 Progress is impossible without change
  15. 15. Talk to us! Lucy-Rose Walker @LucyRoseW Gayle Mann @Gayle_Mann @ESparkGlobal
  16. 16. Emma Leech Director of Marketing and Advancement Loughborough University @EmmaJ70
  17. 17. People Power in PR – Advocacy, talent and harnessing passion
  18. 18. Emma Leech, Director of Marketing and Advancement CIPR President-Elect 2018 @EmmaJ70
  19. 19. Ever had the feeling …
  20. 20. Sometimes it takes the smallest thing …
  21. 21. … to change the atmosphere
  22. 22. #Lborofamily
  23. 23. It’s all about the vision
  24. 24. What does talent look like to you and what do you look for?
  25. 25. skills passion enthusiasm creativity teamwork empathy personality experience work ethic networks knowledge
  26. 26. Loughborough next generation #Lborofamily
  27. 27. Top tips
  28. 28. Build belief
  29. 29. Lead from the front
  30. 30. Encourage advocacy
  31. 31. Be generous
  32. 32. Share learning and encourage growth
  33. 33. Be open
  34. 34. Share the love
  35. 35. Always say thanks
  36. 36. Emma Leech BA (Hons), MBA, Found.Chart.PR, FCIPR, Dip CIPR, Dip PR (CAM), FCIM, FIIC, FIoD, FRSA, FInstILM, FCMI, MPRCA, MInstF, CIPR President-Elect 2018 E.J.Leech@lboro.ac.uk | @EmmaJ70 Thank you and questions.
  37. 37. 20 MIN BREAK
  38. 38. John Brown Founder and MD Don’t Cry Wolf @BrownBare
  39. 39. YOUR CHOICE!
  40. 40. LUNCH 1 HOUR
  41. 41. Andrew Bruce Smith Director Escherman @AndiSmit
  42. 42. Google Analytics, Tag Manager and Data Studio Andrew Bruce Smith @andismit
  43. 43. What is the PRIMARY purpose of the site/campaign e.g. orders, leads, brand awareness, etc?Who are we targeting and what do we want them to do? Primary purpose = macro conversion Supporting purposes = micro conversions e.g. email newsletter sign up, brand awareness, etc The BIG Question
  44. 44. Page tagging. Javascript code. Google AnalyticsTracking Code (GATC). Search for analytics.js/gtag.js (or use Ghostery of GoogleTag Assistant). GoogleTag Manager recommended for implementation. Cookies are not programs: • Small text files that store information. • Cookies critical to GA. No cookies, no tracking. How does GA work currently?
  45. 45. Create three basic initialViews: • Raw data view • Test view • Master Data Top set up tip
  46. 46. • Use site search reporting • Link Search Console account More set up tips
  47. 47. URL Destination Goals • www.mysite.com/thankyou.htm • Time on Site Goals • Pages/Visit Goals • Event Goals (PDF download, etc) Goals!
  48. 48. • Goals + values = meaningful evaluation • Unlocks metrics like value per visit • Attribution analysis not possible without goals and values Why goals are vital
  49. 49. Configure campaign tracking: Common misbelief that GA automatically identifies different traffic sources like email, paid search, banner ads, etc. NO! YOU (or your client) must configure GA to identify these traffic sources properly. Configure tracking
  50. 50. Questions on GA?
  51. 51. GoogleTag Manager
  52. 52. • Container code • Tags • Triggers • Variables Key GTM concepts
  53. 53. Questions on GTM?
  54. 54. Google Data Studio
  55. 55. https://datastudiogallery.appspot.com/gallery
  56. 56. Questions on GDS?
  57. 57. Any more questions?
  58. 58. For further info Andrew Smith andrew@escherman.com @andismit
  59. 59. Laura Sutherland FCIPR Chart.PR MPRCA Founder, PRFest Owner, Aura @laurafromaura @AuraPR
  60. 60. Enterprise Social Networking Connecting people and organisations @laurafromaura
  61. 61. Examples
  62. 62. What’s the purpose? What problem are you trying to solve? Develop goals e.g. learning tool, ideas hub, improve collaboration…
  63. 63. Internal, external or mixed use? Giving employees a voice? Developing a specific community of volunteers? Connecting freelancers?
  64. 64. We work in PR – apply the same theory It comes back to knowing your audience and knowing your goals… What do people care about? What do they need?
  65. 65. 1. Define the problem you’re solving 2. Define what you want to achieve 3. Research 4. Development 5. Test 6. Guidance - tools 7. Phased launch 8. Leadership to demonstrate commitment to making it work Example from a membership organisation
  66. 66. Impact Cut down on emails All stored on one platform Better discussion and participation Better connecting staff and volunteers Opportunity to ‘recognise’ – one of the top motivations at work
  67. 67. Questions/discussion @laurafromaura / @AuraPR #lauratalk / #AuraTalk PR Blog > aura-pr.com
  68. 68. 15 MIN BREAK
  69. 69. Betsy Reed Owner and Founder Big Sky Communications @reedoverthere
  70. 70. SKILLS FOR A BRAVE NEW WORLD: COMMUNICATING SOCIAL & ENVIRONMENTAL ISSUES EFFECTIVELY Betsy Reed Big Sky Strategy
  71. 71. Lend us your thoughts… On your laptop or mobile go to betsyreed.typeform.com/to/zJp8PK
  72. 72. One-third of consumers now choose Brands they believe are doing social or environmental good. There is a €996 billion opportunity for brands who make their sustainability credentials clear. 2017 Unilever global survey
  73. 73. 2017 saw a precipitous drop in public trust around the institutions of government, business, media and NGOs. Silence is now deeply dangerous. Edelman 2017 Trust Barometer
  74. 74. WHAT IS SUSTAINABILITY? Sustainable development is the kind of development that meets the needs of the present without compromising the ability of future generations to meet their own needs. The Brundtland Report (1987)
  75. 75. WHAT IS GREENWASH? PURPOSEWASH? Making people believe a company, organisation or individual is doing something positive for the environment or society when they’re not.
  76. 76. A FRAMEWORK FOR EFFECTIVENESS
  77. 77. What’s your context?
  78. 78. What do you want or need to achieve?
  79. 79. Who are your stakeholders?
  80. 80. What does good look like?
  81. 81. What could go wrong?
  82. 82. How can you build the business case?
  83. 83. What good communication approaches can you apply?
  84. 84. Execute your approach
  85. 85. To be effective in communicating social & environmental issues, remember: • It’s now a core skill, and we all have a strategic role to play • It isn’t rocket science, but a conscious approach will help you to do it well - and doing it badly carries risk • Apply skills you already have: • Ask the right questions • Apply good communications principles • Understand the basics and keep learning IN SUMMARY
  86. 86. Keep in touch. Betsy Reed Betsy@big-sky.org www.big-sky.org LinkedIn & Twitter: reedoverthere
  87. 87. DISCUSSION & ROUND-UP
  88. 88. HUGE THANKS! THAT’S A WRAP!

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