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

1. WELCOME
TO
PRFEST 2018!
Friday, 15 June

2. Laura Sutherland FCIPR Chart.PR MPRCA
Founder, PRFest
Owner, Aura
@laurafromaura @AuraPR

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. Gayle Mann
Non-Executive Director
Entrepreneurial Spark
@Gayle_Mann
Lucy-Rose Walker
CEO
Entrepreneurial Spark
@LucyRoseW

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….

7. Rule #1

11. Trainugly.com

12. Rule #2

15. 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

16. Time to reach 50 million users…

17. 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

18. 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!

19. Rule #3

20. 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

21. Talk to us!
Lucy-Rose Walker @LucyRoseW
Gayle Mann
@Gayle_Mann
@ESparkGlobal

22. Emma Leech
Director of Marketing and Advancement
Loughborough University
@EmmaJ70

23. People Power in PR –
Advocacy, talent and
harnessing passion

24. Emma Leech,
Director of Marketing and Advancement
CIPR President-Elect 2018
@EmmaJ70

25. Ever had the feeling …

26. Sometimes it takes the smallest thing …

27. … to change the atmosphere

28. #Lborofamily

29. It’s all about the vision

30. What does talent look like to you
and what do you look for?

31. skills
passion
enthusiasm
creativity
teamwork
empathy
personality
experience
work ethic
networks
knowledge

32. Loughborough next generation
#Lborofamily

33. Top tips

34. Build belief

35. Lead from the front

36. Encourage advocacy

37. Be generous

38. Share learning and encourage growth

39. Be open

40. Share the love

41. Always say thanks

42. 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.

43. 20 MIN
BREAK

44. John Brown
Founder and MD
Don’t Cry Wolf
@BrownBare

45. YOUR
CHOICE!

46. LUNCH
1 HOUR

47. Andrew Bruce Smith
Director
Escherman
@AndiSmit

48. Google Analytics, Tag Manager and
Data Studio
Andrew Bruce Smith @andismit

50. 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

51. 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?

52. Create three basic initialViews:
• Raw data view
• Test view
• Master Data
Top set up tip

53. • Use site search reporting
• Link Search Console account
More set up tips

54. URL Destination Goals
• www.mysite.com/thankyou.htm
• Time on Site Goals
• Pages/Visit Goals
• Event Goals (PDF download, etc)
Goals!

55. • Goals + values = meaningful evaluation
• Unlocks metrics like value per visit
• Attribution analysis not possible without goals
and values
Why goals are vital

56. 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

58. Questions on GA?

59. GoogleTag Manager

60. • Container code
• Tags
• Triggers
• Variables
Key GTM concepts

61. Questions on GTM?

62. Google Data Studio

63. https://datastudiogallery.appspot.com/gallery

64. Questions on GDS?

65. Any more questions?

66. For further info
Andrew Smith
andrew@escherman.com
@andismit

67. Laura Sutherland FCIPR Chart.PR MPRCA
Founder, PRFest
Owner, Aura
@laurafromaura @AuraPR

68. Enterprise Social
Networking
Connecting people and organisations
@laurafromaura

69. Examples

70. What’s the purpose?
What problem are you trying to solve?
Develop goals e.g. learning tool, ideas hub,
improve collaboration…

71. Internal, external or mixed use?
Giving employees a voice?
Developing a specific community of volunteers?
Connecting freelancers?

72. 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?

73. 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

74. 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

75. Questions/discussion
@laurafromaura / @AuraPR
#lauratalk / #AuraTalk
PR Blog > aura-pr.com

76. 15 MIN
BREAK

77. Betsy Reed
Owner and Founder
Big Sky Communications
@reedoverthere

78. SKILLS FOR A BRAVE NEW WORLD:
COMMUNICATING SOCIAL
& ENVIRONMENTAL ISSUES EFFECTIVELY
Betsy Reed
Big Sky Strategy

79. Lend us your thoughts…
On your laptop or mobile go to
betsyreed.typeform.com/to/zJp8PK

83. 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

84. 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

85. 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)

86. 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.

87. A FRAMEWORK FOR EFFECTIVENESS

88. What’s your context?

89. What do you want or need
to achieve?

90. Who are your stakeholders?

91. What does good look like?

92. What could go wrong?

93. How can you build
the business case?

94. What good communication
approaches can you apply?

95. Execute your approach

96. 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

98. Keep in touch.
Betsy Reed
Betsy@big-sky.org
www.big-sky.org
LinkedIn & Twitter: reedoverthere

99. DISCUSSION &
ROUND-UP

100. HUGE THANKS!
THAT’S A WRAP!