01  COMMANDING THE RESPECT OF THE BUSINESS COMMUNITY AND THE PITCH TO EMPLOYERS Francis Ingham

Demonstrating PR’s value, ethics and standards of practice to achieve our full potential
 

02  STRONG TOGETHER: WORKING TOWARDS A COMMUNITY OF THEORY AND PRACTICE IN PUBLIC RELATIONS Stephen Waddington

Exploring practical ways of improving the relationship between scholars and practitioners in public relations


03  WHAT BREXIT TAUGHT US ABOUT THE OPPORTUNITY FOR PR Rob Brown

PR and communications’ role as strategic lead; making sense of complexity, managing reputation and telling the organisational story
 

04  ECONOMICS, SOCIAL DIALOGUE AND PUBLIC RELATIONS Ezri Carlebach

By combining the strategic and social strands of public relations, PR professionals have the opportunity to become catalysts in realising the potential of economic activism and social dialogue
 

05  SERVING THE MEMBERSHIP: IS IT TIME FOR THE CIPR AND PRCA TO MERGE? Richard Houghton

Should we be represented by a single, unified trade body better able to address the needs of a sophisticated, professional and growing sector?


06  MAXIMISING THE TRUE VALUE OF MEANINGFUL CONVERSATIONS TO DRIVE IMPROVEMENT 
Matthew Hopkins

The value PR brings to an organisation, the weaknesses practitioners need to address and how to work more closely with the management team
 

07  FROM PURPOSE TO PERFORMANCE: A RADICAL APPROACH TO STAKEHOLDER ENGAGEMENT Sean Trainor

Corporate public relations has the opportunity to take a strategic leadership role by engaging key stakeholders around corporate purpose driving performance as well as reputation
 

08  CHARTING THE COURSE OR JUST KEEPING YOU AFLOAT: IS HUMAN RESOURCES TAKING YOUR BUSINESS WHERE IT NEEDS TO GO? Elizabeth Baines

Utilising HR in the drive to professionalism, improving standards and closing the gender pay gap
 

09  SOCIAL MOBILITY IN PR: A CAREER OPEN TO ALL Sarah Stimson

The PR industry needs to represent the publics it serves, however diversity is increasingly lacking. If the PR industry is serious about addressing social mobility there are easy, cost-effective ways to go about it
 

10  STITCHING TOGETHER GOOD CORPORATE BEHAVIOUR Karan Chadda

How do you do the right thing? Corporate social responsibility must become embedded within an organisation’s operational decision making or it will become a reputational liability
 

11  STORIES VERSUS FACTS: DO COMMUNICATORS HAVE A PERSONAL RESPONSIBILITY TO ENSURE THE PUBLIC ISN’T MISLED? Stuart Bruce

Every public relations professional should agree that it is absolutely wrong to lie on behalf of a client or employer. But where do the ethical boundaries lie between advocating the strongest case and misleading people?
 

12  CONTINUOUS PROFESSIONAL DEVELOPMENT (CPD): CAN IT HELP YOU IN A CHANGING WORLD? Sally Keith

CPD. Does it matter? What does it mean?
 

13  THE JOURNEY OF THE ENGAGED EMPLOYEE Bea Aarnoutse

From high-potential employees who make conscious choices, to employees who are passionate and contribute to success, to former employees who become ambassadors, attention to the total employee journey is the key to an aligned workforce
 

14  PREPARING FOR THE SKILLS GAP IN THE WORKPLACE OF THE FUTURE Tim Hudson

The evolution of the way in which organisation’s operate, and the world they operate in, calls for a shift in the skills we foster in young people and those we develop as practitioners

15  DELIVERING A 24/7 SERVICE; INTRODUCING AN AGILE MODEL IN PR Dualta Redmond

Capturing relevant information and developing it into intelligence and management information can help create a strategic framework that reduces the need for significant out-of-hours support
 

16  MANAGING THE INTEGRATION OF BUSINESSES: MERGING COMPANIES, DISCIPLINES, AND CULTURES
Ella Minty

Integration of tangible assets, equipment, and operational parameters can often be streamlined and rather easily achieved – the hardest, most challenging task in business mergers and acquisitions is the integration of cultures, mind sets, behaviours and values
 

17  EMBRACING AGILE STRATEGY DEVELOPMENT Betteke van Ruler and Frank Körver

Linear communication models are ineffective but remain widely used by public relations practitioners. Agile strategy development can revolutionise the comms function and strengthen the relationship with the management team
 

18  HOW TO AVOID #SOCIALMEDIAMELTDOWN Nathaniel Cassidy

Out of hours community management is something of a misnomer. There is no such thing as out of hours anymore and community management implies that online you have an element of control over social media beyond your own accounts. You don’t
 

19  A LISTENING AND INSIGHTFUL FUTURE: CHANGING PR PRACTICE TO DELIVER AUDIENCE LED COMMUNICATIONS Sarah Clark and Professor Jim Macnamara    

Just as the design world has used an audience led approach to develop more effective products, services and environments, so to must the PR industry think about how it adopts a culture of listening and audience immersion to develop the most impactful communications
 

20  SPEAKING THE LANGUAGE OF PROCUREMENT Tina Fegent

How to understand the role of procurement and build a relationship with the team to mutual, long-term benefit
 

21  STRENGTHENING CLIENT RELATIONSHIPS AND MANAGING RISK Farzana Baduel

Empowering your account handler and adding value to your client as senior management is a key way to strengthen and sustain client relationships
 

22  MANAGING CLIENT EXPECTATIONS Andrew Reeves

Solutions for managing financial negotiation and in particular over-servicing
 

23  STAFF SALARIES: HANDLING WAGE INFLATION AND SALARY BANDINGS Steve Earl

Managing expectations around wages requires transparency so that people understand fair pay and the path ahead, an awareness of individual motivations and for teams to be outward and well as inward-looking, so that they see salaries in context of what’s happening in the world around them
 

24  GROWING PAINS: MOVING FROM AN ENTREPRENEURIAL TO A PROFESSIONAL STRUCTURE Alicia Mellish    

In order to grow a business with entrepreneurial roots, it is necessary to develop the established structure, moving focus and pressure away from the founding individual, in order to empower the team and ultimately realise the business’s true long term potential
 

25  COMPANY CULTURE: MANAGING STRESS, PRESENTEEISM AND MENTAL HEALTH Paul Sutton

Poor mental health is a burgeoning issue, with depression, stress and anxiety rife within the PR industry. Employers looking to proactively address the issue and create a healthy workplace have an action plan at their fingertips
 

26  WHY GREAT LEADERS ARE GREAT COMMUNICATORS Lucia Dore

To what extent is communication the key to a successful organisation and to great leadership? How does good communication make an organisation great? And what difference does good communication make to the implementation of a public relations strategy?
 

27  INTERNAL COMMS: LEARNING FROM THE PAST AND EMERGING TRENDS Rachel Miller

There is no such thing as pure internal communication any more. Professional communicators need to acknowledge the blurred lines between internal and external comms and fast. Discover why it’s important and the opportunities ahead
 

28  SEIZING INFLUENCER RELATIONS’ OPPORTUNITIES Scott Guthrie

Public relations is the natural home for influencer relations. Working with online influencers offers a massive business opportunity but only if practitioners embrace, evolve and push this fast-maturing discipline forward
 

29  HOW TO USE THE LATEST TECHNOLOGY TO ACHIEVE EMPLOYEE ENGAGEMENT Ciara O’Keeffe

The time has come for us to rethink our engagement approach and apply lessons learned from the consumer sphere. Mobile technology has already changed how companies do business but they have yet to exploit its many merits in the name of employee engagement
 

30  VIDEO AS A COMMUNICATIONS CHANNEL Dan Slee

Video has quietly been driving the arms race between tech companies and between social media platforms. That’s a race that communications teams can take advantage of
 

31  LIVE STREAMING TOOLS: A BEST PRACTICE GUIDE Leonardo Stavale

Live broadcast apps are the latest fashion when it comes to online communications. Learn how PR initiatives could – and should - take advantage of these tools utilising them in a strategic way
 

32  OVERHAULING PUBLIC AFFAIRS: MUCH NEEDED MODERNISATION Iain Anderson

Public affairs has a reputation issue and a modernisation drive is long overdue. Practitioners have to move away from the obsession with access and embrace new opportunities including grassroots campaigning and microtargeting
 

33  PUBLIC CONSULTATIONS: ENGAGING WITH YOUR AUDIENCE Emily Osborne

Public consultations are changing the way we make decisions. They’re no longer a tick box exercise for the public sector, but a way to engage with and have consequential conversations with our communities
 

34  HOW THE #FUTUREPROOF PR CAN EMBRACE THE OPPORTUNITIES OF SEO Darryl Sparey

PR practitioners need to have a more detailed understanding of SEO and the impact this has on the work they do. Combining this knowledge with the ability to measure its effectiveness creates a situation in which public relations teams can confidently ask for more budget and reduce the risk of SEO agencies securing the work
 

35  CROWDFUNDING: UNDERSTANDING, INFLUENCING AND MANAGING GROUP BEHAVIOUR Paul Cockerton    

What is crowdfunding? Why do most campaigns fail? Why shouldn’t you aim to raise a million? Discover tips learnt from raising over $30M for clients to manage a successful crowdfunding campaign
 

36  HORIZON SCANNING Stephen Davies

Technology continues to evolve at a blistering pace disrupting businesses, business models and entire industries. Artificial intelligence, augmented and virtual reality all offer opportunities for today’s public relations practitioner
 

37  CREATIVITY IN PR - ARE PRACTITIONERS SUCCESSFULLY HARNESSING THE POWER OF STORYTELLING AND NARRATION? Andy Green

Creativity is a key driver for change. Yet, the nature of doing creativity in PR needs to change in order to be effective
 

38  #FUTUREPROOFING COMMUNICATIONS EVALUATION Richard Bagnall

The #FuturePRoof project clearly shows how far the world of PR and communications has changed in recent years. But how is it best to measure effectiveness in this dynamic and complex environment?  
 

39   THE IMPORTANCE AND ART OF ARTICULATING THANKS: LESSONS FROM NON-GOVERNMENTAL             ORGANISATIONS (NGOS)  Dr Nicky Garsten, Dr Ed de Quincey and Professor Ian Bruce

Thanking helps organisations to build relationships. In particular, charities need to thank as they build up coalitions of interest around issues, and because in many cases they raise income. So what can be learned from some professional thankers, and scholars, in the NGO sector?