1 | 04.07.2014
July 2014 BledCom
2 | 04.07.20142 | 04.07.2014
Bridging the gap between
academia and practice as a
hallmark of professionalism
Stephen Waddi...
3 | 04.07.2014
My journey to BledCom
Source: IrishFlyGuy / Flickr
4 | 04.07.2014
My goal as CIPR President
Source: Chartered Institute of Public Relations
5 | 04.07.2014
Motivation: a 100 year old issue
Source: Press release, Ivy Lee (Wikipedia)
6 | 04.07.2014
Our opportunity
Digital
Management
consultancy
Public relations Advertising
Brand vs.
stakeholder
relations...
7 | 04.07.2014
Issues facing the profession
Source: McKinsey and KPCB
8 | 04.07.2014
‘The restless practitioner’
Source: IPRA (accessed 1 July, 2014)
9 | 04.07.2014
Value of theory
“My own definition of theory is distilled
wisdom, and I debunk the theory/practice
divide t...
10 | 04.07.2014
Mars vs. Venus
Source: Greenbanana, Heather Yaxley (accessed 30 June, 2014) / Headline attributed to Prof....
11 | 04.07.2014
Critical thinking
“One of the problems is too many public
relations practitioners have the wrong
expectati...
12 | 04.07.2014
Other professional disciplines
“Most - if not all - of the major professions
develop through a very close,...
13 | 04.07.2014
Ambition for public relations
Source: 2014 Ketchum Leadership Communication Monitor (KLCM)
14 | 04.07.2014
Mutual respect
Source: Dutch artist, c 1500 - Morgan Library (Wikipedia)
15 | 04.07.2014
Share thinking
Source: PR Conversations (accessed 30 June 2014) / Toni Muzi Falconi
16 | 04.07.2014
Networking
Source: World PR Forum
17 | 04.07.2014
Applied research
“There is almost no interest or
engagement with research and no
investment. Compared with...
18 | 04.07.2014
Developing learning
Source: #EBookInADay project, Solent University, UK
19 | 04.07.2014
Conversion to practice
Source: Ketchum internship and graduate programme
20 | 04.07.2014
Residences
Source: Ketchum , Moscow
21 | 04.07.2014
Guest lecturing
Source: NEMO 2014
22 | 04.07.2014
Professional journey
“Anne Gregory and Paul Willis's Strategic
Public Relations Leadership […] draws on
pr...
23 | 04.07.2014
What now?
Engage as a single
community of practice
Be generous and share
work as widely as
possible
Exploi...
24 | 04.07.201424 | 04.07.2014
Thanks to the following people for contributions to this discussion:
Stuart Bruce, internat...
25 | 04.07.2014
Stephen Waddington
Ketchum
+44 (0) 7771 851407
wadds.co.uk
@wadds
Contact
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BledCom keynote: Engaging as a community of public relations practice

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This is a speach that I gave at BledCom in Bled, Solvenia on bridging PR and academia and practice to create a community of practice.

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BledCom keynote: Engaging as a community of public relations practice

  1. 1. 1 | 04.07.2014 July 2014 BledCom
  2. 2. 2 | 04.07.20142 | 04.07.2014 Bridging the gap between academia and practice as a hallmark of professionalism Stephen Waddington @wadds | #bledcom2014
  3. 3. 3 | 04.07.2014 My journey to BledCom Source: IrishFlyGuy / Flickr
  4. 4. 4 | 04.07.2014 My goal as CIPR President Source: Chartered Institute of Public Relations
  5. 5. 5 | 04.07.2014 Motivation: a 100 year old issue Source: Press release, Ivy Lee (Wikipedia)
  6. 6. 6 | 04.07.2014 Our opportunity Digital Management consultancy Public relations Advertising Brand vs. stakeholder relationships Source: Ketchum / Tomorrow's Company
  7. 7. 7 | 04.07.2014 Issues facing the profession Source: McKinsey and KPCB
  8. 8. 8 | 04.07.2014 ‘The restless practitioner’ Source: IPRA (accessed 1 July, 2014)
  9. 9. 9 | 04.07.2014 Value of theory “My own definition of theory is distilled wisdom, and I debunk the theory/practice divide to my first year students by explaining that every practitioner will have theories based on their own experience, but that research-based theory offers you the wisdom of many lifetimes, analysed and explained by researchers who are expert in doing just that.” Mel Powell, Manchester Metropolitan University
  10. 10. 10 | 04.07.2014 Mars vs. Venus Source: Greenbanana, Heather Yaxley (accessed 30 June, 2014) / Headline attributed to Prof. Dr. Bettre Van Ruler (Various)
  11. 11. 11 | 04.07.2014 Critical thinking “One of the problems is too many public relations practitioners have the wrong expectations and understanding of how public relations is taught at universities and therefore inevitably end up disappointed.” “Encouraging students to develop critical thinking and understanding will be far more useful in the long term to them as individuals, their future employers and the public relations profession as a whole.” Stuart Bruce, international public relations adviser and trainer
  12. 12. 12 | 04.07.2014 Other professional disciplines “Most - if not all - of the major professions develop through a very close, symbiotic relationship between practitioners and academics/academia.” “The obvious ones are medicine, engineering, and the law where a 'holy triumvirate' between practice, governing bodies and academics seem to operate.” Simon Collister, University of Arts, London
  13. 13. 13 | 04.07.2014 Ambition for public relations Source: 2014 Ketchum Leadership Communication Monitor (KLCM)
  14. 14. 14 | 04.07.2014 Mutual respect Source: Dutch artist, c 1500 - Morgan Library (Wikipedia)
  15. 15. 15 | 04.07.2014 Share thinking Source: PR Conversations (accessed 30 June 2014) / Toni Muzi Falconi
  16. 16. 16 | 04.07.2014 Networking Source: World PR Forum
  17. 17. 17 | 04.07.2014 Applied research “There is almost no interest or engagement with research and no investment. Compared with the US, Canada and Germany, where there is continuing investment directly in universities and in groups like the Institute for Public Relations, the UK shows little initiative or interest.” Professor Tom Watson, University of Bournemouth
  18. 18. 18 | 04.07.2014 Developing learning Source: #EBookInADay project, Solent University, UK
  19. 19. 19 | 04.07.2014 Conversion to practice Source: Ketchum internship and graduate programme
  20. 20. 20 | 04.07.2014 Residences Source: Ketchum , Moscow
  21. 21. 21 | 04.07.2014 Guest lecturing Source: NEMO 2014
  22. 22. 22 | 04.07.2014 Professional journey “Anne Gregory and Paul Willis's Strategic Public Relations Leadership […] draws on practitioner examples to inform the thinking, and digests academic insights in a useful format for practitioners.” “If only more academics would ditch conventions like Harvard referencing it would prevent them writing only for their peers and encourage them to communicate more widely.” Richard Bailey, University of the West of England
  23. 23. 23 | 04.07.2014 What now? Engage as a single community of practice Be generous and share work as widely as possible Exploit opportunities for joint endeavours
  24. 24. 24 | 04.07.201424 | 04.07.2014 Thanks to the following people for contributions to this discussion: Stuart Bruce, international public relations adviser and trainer Richard Bailey, University of the West of England Simon Collister, Sarah Williams and Sarah Roberts-Bowman, University of Arts, London Liz Bridgen, Senior Lecturer, De Montfort University Dr Jacquie L’Etang, Queen Margaret University Jason Mackenzie, Birmingham City University David Phillips, Escola Superior de Comunicação Social Mel Powell, Manchester Metropolitan University Dr Mandy Powell, Queen Margaret University Dr Catherine Sweet, Solent University Dr Jon White, University of Cardiff and University of Reading Tom Watson, University of Bournemouth Heather Yaxley, independent academic, educator, author and thinker
  25. 25. 25 | 04.07.2014 Stephen Waddington Ketchum +44 (0) 7771 851407 wadds.co.uk @wadds Contact

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