Master slides from Scotland's first PR festival. 16-17 June. www.prfest.co.uk #PRFest The festival was designed to help practitioners in Scotland learn, share and be inspired by leading developers, thinkers, doers and from those who are leading the way.

2. Welcometo
Scotland’s
firstPRfestival!

3. Laura Sutherland
Founder of The PR Fest, Chief at Aura

4. 128 attendees
31 speakers
3 workshops
6 volunteer students
Learning, sharing &
collaborating
Networking
CPD points

5. Teamwork begins by building
trust. And the only way to do
that is to overcome our need for
invulnerability.
Patrick Lencioni

6. Effectively, change is almost
impossible without industry-
wide collaboration, cooperation,
and consensus.
Simon Mainwaring

7. You need to be aware of what
others are doing, applaud their
efforts, acknowledge their
successes, and encourage them in
their pursuits. When we all help one
another, everybody wins.”
Jim Stovall

8. Iain Valentine
Managing Partner, Whitespace

9. Dan Slee, Comms2point0
Chair of ‘PR for social good’ panel

10. Iain Valentine
Managing Partner, Whitespace
Clare Smith
Chief Marketing Officer, Scottish
Government
Ann Rowe
Head of Communications &
Marketing, SCVO
Ross McCulloch
Director, Third Sector Lab
Louise Macdonald
CEO, YoungScot
Carolyn Mitchell
Digital Leader,
South Lanarkshire Council

11. Frederik Vincx
CEO & Founder, Prezly

12. Stella Bayles
Director, Coverage Book

13. Sarah Hall
#FuturePRoof Editor

14. #FuturePRoofing
public relations
Sarah Hall
16 June 2016

15. About me

16. About me
First North East public relations practitioner to get Chartered
Editor of the industry-wide, global community project #FuturePRoof aimed at
asserting PR's value as a management discipline and the role it plays in
achieving organisational success
Policy director for the PRCA and global body ICCO
In 2014 awarded the Sir Stephen Tallent’s medal by the CIPR for exceptional
achievement in PR practice
Digital marketing certificate from Google, MA in Marketing from Northumbria
University’s Newcastle Business School and BA (Hons) in French and Media
from Leeds University

17. Today’s agenda

18. About #FuturePRoof

19. About #FuturePRoof
A handbook for senior practitioners
looking at the changing face of the
industry
The story of public relations as a
management discipline
www.futureproofingcomms.co.uk
@WeArePRoofed

20. About #FuturePRoof
Since launching, over 2000 combined
downloads and book sales
Policy director for PRCA and ICCO – current
project on mental health
Speaking gigs in NE, NW, heading to South
West and Channel Islands
Regular podcast
#FuturePRoof 2 spec underway

21. Back to the future
In 1999, Dr Jon White presented a paper to the Swiss Public Relations
Society that stated the future was bright for PR practitioners.
This was dependant on practitioners recognising ‘the opportunities
presented by the environment and management needs’ and ‘taking
steps to educate and train themselves’, as well as making ‘full use of
communication technology, to provide reliable, if not indispensable,
services to managers as they seek to deal with complexity and
manage successful businesses.’

23. The challenge today
No need to redefine public relations – we need to reframe our approach
The role of public relations professionals is to find organisational purpose,
agree and test company principles and keep the publics that the business is
there to serve front of mind

24. A public relations role
“<Organisations> are being forced to re-think
their purpose and how they gain and maintain
their legitimacy not only with their immediate
stakeholders, but to society more widely.”
Professor Anne Gregory

25. We need to #FuturePRoof PR
Public relations is a powerful management tool and the department that
organisations should appoint to lead the wider marketing function
But this still isn’t happening
According to a report called Exploring Strategic Risks by Deloitte and Forbes
Insight, 40 % of executives cite reputation as the number one boardroom risk
Why not? We are stuck in a loop

29. The challenge today
To improve our value as practitioners, we need to shift away from tactics and
outputs and think holistically about the business benefits that public relations
can bring
How does our work help an organisation achieve its objectives? How can we
report our results in Board speak?
Talking about public relations as a management discipline changes what we
do, how we talk about it and the approach we take to our continuous
professional development
It changes how employers see us and the worth they accord to our work

30. The challenge today
“PR’s place should always be in the room
if not at the table when organisations are
making critical choices. That place, recognised,
consulted and included as a business discipline,
has to be earned but it is essential to have for
PR to fulfil its purpose.”
Mike Love

31. Are you any good?
Good public relations consultants need to have strategic, leadership and
ethical capabilities
We need to understand how organisations work and hold management and
financial qualifications or have completed non-executive director programmes

32. Are you any good?
“There are very few standards in public
relations. It’s surprising for a business
that is tasked with the critical role of
managing the reputation of an organisation.”
Stephen Waddington

33. Are you any good?
There’s no excuse for us not to be delivering at the top of our game
The Global Alliance Global Body of Knowledge (GBOK) project continues to
move forward with the establishment of a competency framework which maps
from entry level upwards
Individuals need to take personal responsibility and not rely on their
employers to set their training needs, equally employers need to invest
appropriately in staff training and development

34. Your call to action
Reframe public relations as management discipline in your own head
Read #FuturePRoof – www.futureproofingcomms.co.uk
Check out www.globalalliancepr.org and ensure you have the skillset to
deliver at the highest level
Tell everyone who will listen why PR should form part of the strategic
management function and its importance to organisational success
That’s how the future will remain bright for public relations practitioners

35. Thank you – any questions?
Sarah Hall
sarah@sarahhallconsulting.co.uk
www.sarahhallconsulting.co.uk
07702 162 704

36. Join the #FuturePRoof
community
www.futureproofingcomms.co.u
@WeArePRoofed
Look up the Facebook
group

47. Stephen Hull
Editor-in-Chief, The Huffington Post UK

48. John Brown
PR Consultant & co-author, ‘PR &
Communication in Local
Government’
Mainsponsors

49. Sarah Chisnall
Founder & Director,
InsightScotland
Elaine McKean
Managing Director, Indigo
Alastair Ross
Head of Public Policy, (Scot,
Wales & N. Ireland)
Association of British Insurers
Mainsponsors

50. Video in PR workshop

51. PR census 2016 results

52. Speed networking!

53. Drinks!
Sponsors