Sarah Hall, editor of #FuturePRoof, was invited to speak at #PRFest about her efforts in reinforcing public relations as a management discipline. Read the latest from FuturePRoof www.prfest.co.uk

1. Public relations as a
management discipline
#PRFest
Sarah Hall - @hallmeister
15 June 2017

2. About me

3. 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

4. Why talk about PR as a management
discipline?Huge opportunity for the industry
Blurring of disciplines opening up new horizons
Other disciplines have previously eaten our lunch
If we approach PR as a management tool, it changes how we approach our
CPD
Brands need to reframe their approach to public relations; we are NOT just a
delivery function
PR delivers incredible value; we deserve more respect

5. Public relations today
Changes in politics, society, media and technology are affecting how business
and the wider industry operates
More than ever PR practitioners are needed to help navigate uncertainty
More than ever PR practitioners need the skills to operate at the top of their
game
We need to be the eyes, ears and conscience of the organisations we work
for
People expect more for their brand loyalty at times of upheaval and austerity

6. Public relations today
“[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

7. Organisation
ManagementSociety

8. Public relations today
Brand reputation is proven to be the one thing keeping CEOs up at night
Strategies need to allow for major change; plans must be agile and
responsive
Doing the right thing at the right time is ever more important
At a time of political upheaval, if a company isn’t living its values, it will be
judged against this
History is watching – think legacy

9. What’s your legacy?
Starbucks chair and CEO Howard Schultz on the Muslim Ban
“We are living in an unprecedented time, one in which we are witness to the
conscience of our country, and the promise of the American dream, being called
into question.
“These uncertain times call for different measures and communication tools
than we have used in the past. [We] will neither stand by, nor stand silent, as
the uncertainty around the new Administration’s actions grows with each
passing day.”

10. Convincing the management team
So how do we make the C-Suite appreciate the value of PR?
How do we increase investment into our services?
How do we make PR the lead discipline that others feed
into?

11. Convincing the management team
Reputation and long term relationships = PR’s job
The lifetime value of a customer is much greater than a one off
purchase and that’s what PR offers – as well as support to the wider
marketing function
Customers and their influencers need to be positioned at the very
heart of all activity
PR tells brand stories better than any other discipline can

12. Adding organisational value
Questions to ask to earn your place:
How are you helping the business achieve its objectives?
What value do you add in comparison to other marketing disciplines?
How are you reporting into the C-Suite? What are you asking of it?
Is the business helping YOU achieve your objectives? Data; business
models; team silos

13. Adding organisational value
Are your planning, audience insights and measurement and
evaluation robust enough?
Have you the appropriate skillset eg strategic planning and finance?
How can you position PR so it leads the communications function?
Does the management team truly understand PR’s role and if not,
how can you address this?

14. Adding societal value
Questions to ask:
Is your only brand purpose to make money?
How are you enriching lives?
What sets you apart from your customers?
How can you secure purchase loyalty and most critically, advocacy
How can you take the C-Suite on this journey with you?

15. The management demand is
there

16. Mark Evans, CEO, Telefonica
UK (O2)

17. Management demand

20. Craig Mackey, Acting
Commissioner of the Met
Police

21. Management demand

22. Management demand

23. Matthew Hopkins, Chief
Executive, Barking, Havering
and Redbridge University
Hospitals NHS Trust

26. James Crampton, Corporate
Affairs Director, Merlin
Entertainments Plc

28. Sir Philip Craven, IPC
President

31. Wrap up
The future looks bright for public relations where used as a
management discipline
Practitioners need to upskill accordingly and educate management
teams about its leadership role
Unparalleled opportunity as brands find their place within society
and look to maintain their legitimacy
Advocacy critical; influencer relations needed on a much more
granular level, implemented with long term view to relationship
building – very much PR’s job

32. 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
This is how practitioners can assert their value and the value of public
relations

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

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