Making the most of your Award
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Slide deck used at the Princess Royal Training Awards 2018 recipients' workshop. What's the value of the Award beyond the prestigious accolade? Find out how the Award can help you get an edge: -Recruitment and retention -Brand visibility and awareness -Grow your network through our Alumni These slides also include media and PR tops tips to help you spread the word about your win.
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Making the most of your Award
- 2. Welcome! Sally Eley, Director of Corporate Relations Michael Osbaldeston, Special Adviser Polly Adamson, Communications Executive Laura Mountain, Communications Manager Remi Ogunleye, Awards Executive Julia Bena, Awards and Events Executive
- 3. Agenda for today 4 10.30 - Arrival and welcome 11.10 - Workshop - The value of awards 11.50 - A look at best practice with Clarkson Evans 12.15 - Lunch 12.45 - PR and communications top tips 1.30 - Workshop - Making the most of your award 2.15 - The Ceremony briefing 2.30 - The Alumni network 2.40 - Questions and wrap up 3.00 - Refreshments and networking
- 4. To enable people, organisations and economies to develop their skills for growth About us Our purpose is at the heart of everything we do…
- 5. Our virtuous circle 6 City & Guilds Group Reinvest surplus ‘Purpose programmes’ Raise awareness
- 6. Our purpose led programmes 1. Social investment and sustainability: • UK and international bursaries • Skills Development Fund 2. Awards and recognition • Princess Royal Training Awards • Fellowships 3. Advocacy • Apprentice Connect • Alumni - Princess Royal Training Awards 7
- 7. Objectives of the workshop ♦ Understand what achieving the Princess Royal Training Award means to you ♦ How to make the most of your award ♦ An opportunity to get to know some of this years’ other recipients ♦ Prepare for the ceremony and answer your questions ♦ Discover the Alumni network and its benefits 8
- 8. 1. The value of awards
- 9. The value of the awards 10 Nearly 50% attract and recruit high calibre candidates 40% evidence to senior leadership about the quantifiable impact of training 70% benchmark training / learning and development against other organisations 92% external validation of their training provision
- 10. Breakout activity 11 What does the Princess Royal Training Award standard mean to you? What other awards have you achieved?
- 11. A look at best practice 12 Elaine Hodgin, Head of Sales and Marketing Clarkson Evans
- 12. Princess Royal Training Award OUR CATALYST FOR TALENT ACQUISITION
- 13. WHO ARE CLARKSON EVANS? Award-winning electrical contractor that specialises in wiring new homes
- 14. WHO ARE CLARKSON EVANS? Rigorous assessment process Royal seal of approval Exclusive recipients and very few from construction industry Most prestigious award ever won
- 15. SINGING FROM THE ROOFTOPS ABOUT OUR AWARD Monthly staff video announced award win reinforcing quality employer of choice Motivational for lecturers in in-house training team INTERNALLY
- 16. SINGING FROM THE ROOFTOPS ABOUT OUR AWARD Contacted careers advisers, local MPs and customers STAKEHOLDER DIRECT MAIL CAMPAIGN Contacted referral organisations such Oxfordshire Apprenticeships to tell them about award win
- 17. SOCIAL MEDIA SINGING FROM THE ROOFTOPS ABOUT OUR AWARD
- 18. PRESS RELEASES SINGING FROM THE ROOFTOPS ABOUT OUR AWARD
- 19. DIGITAL & PRINT SINGING FROM THE ROOFTOPS ABOUT OUR AWARD Added to award section of website & history ‘timeline’ of company Annual Magazine Apprenticeship Recruitment Brochure Review Sites Indeed & Glassdoor Reference PRTA
- 20. EVENTS SINGING FROM THE ROOFTOPS ABOUT OUR AWARD HOSTED WORKSHOP For would-be award entrants raising profile of company in wider business community + CONSTRUCTING EXCELLENCE EVENT
- 21. 12 MONTHS ON Still engage in discussion on social media regards to PTRA Throwback posts about our visit to St James’ Palace planned for November
- 22. Lunch
- 23. PR and communications Top Tips Laura Mountain, Communications Manager
- 24. Why use PR? PR can have many benefits to an organisation such as: 25 • Increases awareness of your organisation by reaching a large audience at a low cost • Allows you to build relationships with new stakeholders such as communities and businesses • Can help attract new business, employees, sponsorship etc.
- 25. Identify your audience Before starting any outreach , it is essential to understand who your target audience is you want to reach and why. Identifying the audience allows you to chose the correct media outlet. Examples of target audiences are below: 26 Customers Your business community Employees Other groups e.g. talent networks Senior management Local councils/ politicians
- 26. How to reach your audience The media focus on delivering news to the general public or a target audience. They can be broken down into four types: 27 Trade • Publications that are specific to different industry sectors such as education, HR, technology. For example: FE News, Times Educational Supplement, Personnel Today etc. Print • Local and nationals such as The Times, London Evening Standard, Manchester Evening News. Social/ online media • Ranging from online versions of newspapers to influential blogs – for example the NYTimes.com, The Huffington Post. Broadcast • Includes radio and television – for example BBC, ITV News, and local and national stations.
- 27. Selling in your story
- 28. What makes a winning news story? The reason a story runs in the media is because it has news value and is in line with the media agenda. Here are some examples of what makes a story newsworthy: 29 Unique Offers different insights into topical issues Simplicity Clear and uncomplicated story Human interest Affects real people’s lives Impact Relevant to many people
- 29. Top tips for pitching your story ♦ Contact your regional, local and trade press a week before the ceremony to let them know about the event and find out who the best person is to send the release after the event (we will provide you with a media list to help here). ♦ Follow up with an email pitch, explaining you spoke to them last week. ♦ Journalists receive hundreds of press releases a day so make your pitch stand out – but keep it simple. ♦ Use case studies/quotes in your release to build credibility and add the ‘human interest’ value to your story. ♦ Use photographs to illustrate your story – these will be available the day after the ceremony. ♦ Tailor your pitch; journalists can tell when you’ve sent a mass email! 30
- 30. Example pitch Hi Paul, Great to speak to you last week about the Princess Royal Training Awards. We attended the ceremony yesterday and it was a fantastic event. Overall [X] number of organisations received an award from HRH The Princess Royal at St James’s Palace. We were delighted to be awarded for our…[explain here in a sentence why you received the award] I have attached some images for you, and could get you a case study from one of our employees if that would be of interest? Feel free to give me a call on [insert number] Thanks 31 Copy your release at the end of your email – journalists don’t like opening word documents!
- 31. Press release 32
- 32. Case study – Green Lighting Green Lighting (Awards recipient 2016) are manufacturing and engineering SME based in Worcester with 15 employees. Here is an example of the press they contacted and secured coverage with: 33 Broadcast • Free Radio • BBC Hereford & Worcester • Radio Worcestershire Trade • The Manufacturer • Works Management • Manufacturing Today Print • Bromsgrove Advertiser • Cotswold Journal • Ledbury Reporter • Worcester News
- 33. Press coverage
- 34. Other channels
- 36. Social media We encourage all Princess Royal Training Awards recipients to tweet and share posts about their award on social media. Here are some draft tweets you can use: 37 Our training programme has received royal recognition through the #PrincessRoyalTrainingA wards, find out why here [insert link to website] Delighted to receive a Princess Royal Training Award from @CityGuildsGroup for our commitment to training and skills development #PrincessRoyalTrainingA wards We are thrilled to be one of the 48 organisations to receive a #PrincessRoyalTraini ngAward this year @CityGuildsGroup
- 37. Social cards 38
- 38. Social cards 39
- 39. Social cards 40
- 40. Making the most of the standard 41
- 41. Making the most of your award 42 What will you do? Social media Local media engagement Develop case studies Letter to local MP Share internally Web presence Engaging customers Display the mark
- 42. Other ways to showcase your Award Use the Princess Royal Training Award logo on your marketing materials. Here are some examples of where you can use the logo: 43 Your website’s homepage and intranet Vehicle and window signage Your office reception area Email signature and letterheads
- 43. The ceremony
- 44. Wednesday 31 October, 2018 45 St James’s Palace is the venue and security is tight You’re required to bring one piece of photographic ID (passport, photo driving licence) and one other proof of ID (bill, bank statement) Drinks reception on arrival at the Palace Following the awards presentation, a champagne afternoon tea reception will provide you with a networking opportunity Formal dress code No photography is allowed within the Palace – but we will have photographers in attendance.
- 46. Alumni network benefits Enhance your practice, skills and knowledge Meet like-minded people and raise your profile An exclusive channel to pursue your passion and interests
- 47. A content programme ♦ LinkedIn community: a collaborative channel with Alumni updates and L&D news ♦ A series of content-led events: talks, workshops and networking with your peers ♦ Newsletters: Alumni news roundups and fresh content from the L&D world.
- 48. Join the community Improve your practice, skills and knowledge Meet like-minded people and raise your profile
- 49. Wrap up and questions
- 50. MAKE YOUR MARK!
Editor's Notes
- As a purpose driven organisation, we created the Princess Royal Training Awards to recognise excellence in the ‘skills world.’ The Princess Royal Training Awards are one of our core ‘purpose programmes.’
- £250,000 in bursaries awarded every year in the UK International bursary programme pilot in Malaysia and Sri Lanka £5 million Skills Development Fund for social projects that help people and communities to create long-term, sustainable change that improves prospects through skills development. £1.4m of SDF currently committed The Prince Philip Medal – awarded annually by our President Fellowships are awarded to exceptional people who have demonstrated excellence and can be considered role models for their profession Livery prizes Princess Royal Training Awards – annual awards programme to recognise, celebrate and promote the impact of outstanding training and skills development in the workplace
- Finding out what achieving the standard means to you and your organisation Talking about some of the other awards your organisation has Looking at PR and communication top tips to help you promote your achievement Providing you with a PR toolkit including press releases and social media support Hearing from a previous Princess Royal Training Award recipient and find out their top tips Providing you with an opportunity to network with other 2018 recipients
- Based on research conducted with Awards recipients 2016 and 2017
- We want to know what the value of having the Princess Royal Training Award standard is to you. We also want to know how these compare to any other awards that your organisation has achieved. Please do share your feedback on the PRTA process. Prompts: What do you value/don’t value Why the PRTA is worth it? Any feedback on the Awards?
- Some of this will be covered differently within the PR toolkit that will also be provided to you
- Once you have identified your audience, you need to think about the best way to reach them.
- There are many reasons why a story about receiving a Princess Royal Training Award will be newsworthy. Think about why you have received this award and how this will resonate with the reader: Has your training programme increased dementia awareness? Has it changed the culture of your organisation? Do you have a multigenerational workforce where 80 year olds and 18 year olds work together? You have all received an award because you have done something special, bring this out in the story.
- So you have your press release, now who to send it For the case study you could use someone who has been through your training programme and really benefitted from it – how did it change their life?
- In your pack we have provided a template press release for you, add the appropriate details and you are ready to start selling in your story. Press releases follow and ‘upside down pyramid’ format where the most important information is at the top. This template shows what to include, where.
- Think about who you might want to approach…. Green Lighting is a great example of a business going out and getting their own PR, they did especially well among regional/local press and got 10x pieces of coverage off the back of one press release they issued after the ceremony.
- Highlights from 2018 includes coverage across local sector trades and local media so far.
- Sharing a news story on your website is also a great way of informing people about your achievement. Many organisations who received an award in 2016 did this.
- Sharing images on twitter can make them more engaging, these are some samples of social cards we used last year and we will have similar ones available this year.
- Sharing images on twitter can make them more engaging, these are some samples of social cards that were created this year by your fellow recipients.
- Sharing images on twitter can make them more engaging, these are some samples of social cards that were created this year by your fellow recipients.
- BREAKOUT SESSION Not only PR – widen this
- Of course this is only a few ideas – the wold is your oyster!
- 1 - Everything we do as a Group is about skills development so we created the Alumni to provide you with opportunities to continue to grow. The content we select for you is meant to help you stay current with the latest thinking in workforce development. 2- Through an online platform and events you can meet colleagues who can help you work better and you can also help others by sharing best practice which helps you make connections that matter for your career 3- You can access the expertise of your fellow alumni but also be confident that the content we offer is relevant and credible thanks to the expertise that is held by all of City & Guilds Group businesses.
- A programme of content and events designed for you to connect, collaborate and learn. We’ll have an annual Alumni conference that will mix talks and workshops and will be followed by a reception We’ll send you 2 newsletters per year so make sure you read them and get up to speed with what’s been happening in the Alumni community. We’ve done some research with previous recipients to help us tailor a fit-for-purpose Alumni network. We’ve asked what were the themes and challenges that interests the L&D pros in the Alumni the most and these have come up. So these are the themes we’re focusing on in terms of content. Anything from talent acquisition, to sector skills gaps, to how to get up to speed with digital and technological advances.
- Make sure you join the LinkedIn network. LinkedIn doesn’t send automatic notifications very often so make sure you check in the Group often to avoid missing out. Think of it as a Facebook page or an Instagram profile. Please use this channel to share news, tips or a great article you’ve read. There are nearly 40 members already so it’s a great way to broadcast information or showcase your work or your organisation.