Posts Tagged ‘Bournemouth Media School’
Recently, I undertook research with Dr Chindu Sreedharan, for the Institute of Public Relations on the skills and training needs of future senior communicators. It was a study amongst top corporate and consultancy communicators in Europe and North America to identify the skills future leaders needed, and training and education to prepare them. A video of my presentation of the report was recently made for the Public Relations Institute of Australia.
One of the key comments that framed the study came from a top European corporate communicator: “It’s no longer sufficient to have a communications background only. Senior communicators need to understand business environment and management styles to be seen as trusted advisors.”
This view that top-level communicators had to understand all the operations of a major organisation was widespread and pointed towards practice developments and education that focus on strategy development and the integration of communication objectives with organisational objectives and KPIs. The report had three groups of conclusions for early implementation:
- Communication strategy must be linked to or part of business strategy
- Communicators should understand the whole business environment, not just media and communication
- Operational experience needed; They need to speak language of the business
Training and Education
- Key subjects are business strategy, financial literacy, economics, public affairs and public diplomacy, and relationship management
- Stronger focus is needed on research and business analysis skills
Proof of Performance
- The ability to interpret and apply the most appropriate research methods is more important than technical measurement skills
- Evaluation frameworks need to be developed for judgement on organisational impact, not clip measurement
- Planning skills need improvement
The full report is available at: http://www.instituteforpr.org/ipr_info/future_leaders/
The “Responding to Extremisms: Media Roles and Responsibilities” conference is being at Bournemouth University on Friday July 15. It’s organised by The Media School in conjunction with Dorset Police. Speakers are from academia, the police, media and think tanks: Responding to Extremisms Conference programme. Register online at http://cerb.eventbrite.com.
It’s great to get recognition when it is well-merited. UK Communications Minister Ed Vaizey has told Parliament that Bournemouth University’s Media School is a world-leader: “It is one of the leading digital media centres, not just in this country, but, I suspect, the world.” He was commenting on the broad involvement of graduates, especially from computer animation, in the digital media sector.
BU is also a leader in public relations, having been one of the first UK universities to introduce a BA in Public Relations, and still attracts the best UK students.
The programme for the 2011 International History of Public Relations Conference is now available at http://blogs.bournemouth.ac.uk/historyofpr/2011/06/02/conference-schedule/. The conference commences at 1000 on Wednesday July 6 and continues to 1630 on Thursday July 7.
The keynote speaker, renowned PR historian Ray E. Hiebert, is followed by 30 speakers from 17 countries speaking on themes such as professional & practice, history & events, national histories, historiography, Proto-PR and theories of PR. The conference will also feature a Meet the Editors panel composed of editors of leading PR academic journals on its second day.
The registration for the conference is progressing well. There is a day rate of £140/person for UK delegates who are unable to attend both days: http://ihprc.eventbrite.com/
ROI or Return on Investment is a much-used public relations term. Its beginnings are in financial management but it’s less well defined in PR practice.
I’m researching into practitioner use and understanding of ROI and will report on my findings to PR Moment’s ROI Conference in February and other conferences in the coming year. I’ve prepared a short survey which will take 10 minutes to complete. It will give data and insights on which further research in the UK and other countries will be based.
As ROI is often a judgement on communication effectiveness, I hope you will take part in this very relevant study. Comments and feedback are welcome, too.
Is there a specific “PR personality”? I don’t think there is and the issue is debated in the latest PR Moment in Are you a natural at PR? It also features research from Bournemouth University BA Public Relations student, Shannon Bailey.