01 THE PURPOSE OF PUBLIC RELATIONS Mike Love
A view on the purpose of public relations. What it’s for, why we do it and how PR can contribute to the success of organisations and the people who work in them.
02 COMMUNICATING WITH CONSCIENCE; INFLUENCING ORGANISATIONAL LEADERS TO DO THE RIGHT THING
Professor Anne Gregory
Why the public relations industry must prioritise people over process, profits and power.
03 THE OPPORTUNITY FOR PUBLIC RELATIONS Dr Jon White
How public relations advisors can help business, political and other leaders deal with increasing complexity in the challenges they face.
04 DEFINING COMPETENCY AND SKILLS IN PUBLIC RELATIONS IS A CRITICAL ISSUE Stephen Waddington
Why competency frameworks are critical for benchmarking practitioners and continuous professional development.
05 THE VALUE OF PR Andrew Bruce Smith
The value of PR can and must be calculated in terms of its contribution to meaningful economic and societal impact. Anything less risks, at best, the marginalisation of PR or at worst, its obsolescence.
06 REPUTATION AND THE DIGITAL PLC Mary Whenman
In the era of the digital plc, reputation risk is now the biggest risk concern in the boardroom. UK businesses need five set attributes to be fit for purpose.
07 BUILDING A PR TEAM THAT WORKS Ross Wigham
Building a successful team that gels together and performs well is an intrinsically difficult task. Following key principles can ensure you have the right mix of skills, roles and responsibilities in a fast changing world.
08 UNDERSTANDING THE BASIC BUSINESS MODEL FOR A ‘TIME-BASED’ PROFESSIONAL SERVICE Neil Backwith
Only by understanding the connection between fees, time and resourcing can you properly control your profitability.
09 THE PRINCIPLES BEHIND MANAGING A SUCCESSFUL COMMS DEPARTMENT Ruth Allchurch
How to maintain best practice and profitability in a constantly evolving business landscape.
10 EVERYDAY PROFESSIONAL ETHICS FOR PR: TRUSTING DISCOMFORT Johanna Fawkes
Being ethical in PR needn’t be about who you work for or how you handle major conflicts, but can be how you go about your everyday work. This section looks at ethics in practice.
11 FUTUREPROOFING A PUBLIC RELATIONS AGENCY OR COMMUNICATIONS TEAM Jim Hawker
How PR professionals can equip themselves with the tools and mindset that the modern day practitioner needs, not just to survive, but to thrive.
12 CLIENT RELATIONSHIP MANAGEMENT: MANY HAPPY RETURNS? Steve Earl
We need, want and should even relish negotiation, budgeting and contracts, because they’re central ingredients in achieving happy clients and happy agencies.
13 WHAT CLIENTS LOOK FOR FROM A COMMS TEAM Alistair Smith
Navigating the client satisfaction challenge – how to agree shared goals, deliver on target and build a lasting relationship between a client and agency.
14 STAKEHOLDER MANAGEMENT: NOBODY LIKES SURPRISES Liz Davies
Ten top tips for good stakeholder management that will stand the test of time.
15 BUDGETING: WHY THE TIME HAS COME TO LOOK BEYOND HOURS Alex Myers
The key for the future of PR is not simply to predict and measure resource requirements better, but to reject the hourly-rate myth and use a new, ground up budgeting process.
16 MEASUREMENT AND EVALUATION John Brown
Communications reports that go beyond coverage numbers and share of voice in the media are far more useful documents to the C-Suite.
17 TECHNOLOGY, TOOLS AND WORKFLOW: MAKING SENSE OF THE MAZE Angharad Welsh
How to determine which technology, tools and work-flow are right for you and the organisations you work for before the smart work begins.
18 HOW AUTOMATION CHANGES PR WORKFLOW Scott Guthrie
Use automation to increase the amount of time you have to be human.
19 WHAT VALUE DOES PAID MEDIA HOLD FOR THE PR INDUSTRY? Stella Bayles
Paid media presents a huge opportunity for the future PR team if it’s part of an integrated paid, owned, shared and earned model.
20 AGILE WORKING Betteke van Ruler
Moving away from traditional planning processes can help practitioners become much more agile and deliver greater success with PR programmes.
21 BUSINESS DEVELOPMENT: HOW TO EMBRACE DIGITAL DISRUPTION AND DEVELOP NEW SERVICES TO MEET CHANGING CLIENT REQUIREMENTS AND GROW REVENUE Darryl Sparey
How the #FuturePRoof PR can utilise all the technology and tools that are both established and emerging right now, to get in front of their new prospects, tell a compelling story and win business.
22 INVESTING IN SUSTAINABLE PROFESSIONAL DEVELOPMENT Heather Yaxley
Continuous professional development is essential in an increasingly complex world. This chapter offers practical ideas and tools to create a learning culture, develop a learning and development strategy and demonstrate sustainable return on investment.
23 HOW TO GENERATE MORE LEADS AND WORK THROUGH YOUR NETWORK Jonathan Bean
How to build and utilise a network to generate new leads and work.
24 WORKING ACROSS INTERNATIONAL BORDERS Toomas Kull
What to consider when expanding a communications business internationally, opening a new office in a foreign market and when engaging with international clients.
25 DEVELOPING A CREATIVE MOVEMENT Simon Shaw and Richard Millar
From Bauhaus to Google; each are creative movements of their time with famous creative cultures, a magnetism for talent and unique and unexpected outputs. How can we develop our own Creative Movement for today’s communication landscape?
26 COMMUNICATING IN WAYS THAT DRIVE BUSINESS GROWTH Gini Dietrich
Learn what should be included in your communications plan that can be measured against business growth.
27 PRACTISING INBOUND PR: HOW COMMS TEAMS CAN PRACTISE WHAT THEY PREACH Iliyana Stareva
Inbound PR is not just about the media, it's about you doing your own PR with your own content on your own channels.
28 HOW TO ATTRACT THE RIGHT TALENT FOR YOUR BUSINESS AND HANG ON TO THEM Sarah Leembruggen
Learn how to achieve a clearly defined recruitment strategy and the processes needed in order to attract, hire and hold onto the cream of the PR professional crop.
29 THE FREELANCE ECONOMY: FROM REVOLUTION TO EVOLUTION George Blizzard and Nicky Imrie
This chapter explores the growing economy of freelancing and its impact on the global communications landscape. It covers the drivers behind this new ‘third way’ and how to manage dispersed teams, as well as practical tips and helpful technology.
30 BUILDING A MOTIVATED TEAM: THE DREAM HR MANIFESTO Jack Hubbard
If you want your employees to put their heart and soul into the company, the company must put its heart and soul into its people.
31 SURVIVING AND THRIVING IN PR Claire Murphy
How PR practitioners can develop more healthy and sustainable ways of working.
32 THE BUSINESS CASE FOR DIVERSITY Farzana Baduel
Businesses wanting to secure competitive advantage need to embrace diversity. BME inequality, gender imbalance and a lack of opportunities for the less fortunate are all issues the PR industry needs to get to grips with.
33 MIND THE PAY GAP: HOW TO ACHIEVE PARITY IN PR Sarah Hall
Ten steps we can all take right now to make parity in the workplace a reality.