FiftyOneZeroOne

Posts Tagged ‘Education

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:

 Practice

  • 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/

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In a cross between crowd-sourcing and Eurovision voting, the 100+ delegates at the European Summit on Measurement in Lisbon voted for five draft statements of needs that may end up in the Measurement Agenda 2020.

This will be the next stage of international policy development in PR measurement and evaluation, following on from the seven Barcelona Declaration of Measurement Principles agreed last year.

The statements are:

  • Create and adopt global standards for social media measurement;
  • Identify how to measure the Return on Investment of PR [a crowd source suggestion];
  • Measurement of PR campaigns and programs needs to become an intrinsic part of the PR toolkit;
  • Institute a client education program such as clients insist on measurement of outputs, outcomes and business results from PR programs;
  • Define approaches that show how corporate reputation builds/creates value.

The statements will go to conference delegates in mid-July for further comment. They were chosen from statements prepared from responses to an informal survey of delegates and other practitioners undertaken in recent weeks.  The wide range of academic research on PR measurement wasn’t taken into account.

This seems to be a less-than-robust method of data collection for policy-making when, for instance, a Delphi study amongst leading practitioners could have developed the propositions with greater certainty of future application.  Perhaps Barcelona Principle 7: “Transparency and replicability are paramount to sound measurement “, should have been kept in mind.

 Last autumn (2010) saw the launch of Unplugged, when first year students at Bournemouth University (BU) volunteered to go without any media (other than a landline phone) for 24 hours. It was covered by a lot of media and BBC’s technology correspondent Rory Cellan-Jones reported it on the 10 O’clock News.

It was part of a worldwide experiment and the results have been posted at http://theworldunplugged.wordpress.com/. In them you’ll see the reactions of students, many of whom realised they were ‘addicted’ to media and had short-term withdrawal symptoms.

 There are many interesting outcomes: one was that the students perceived news as all information whether it is from Facebook, IM, Twitter, newspapers, online or broadcast. The more tersely delivered the better, hence the love of 140 character Twitter. This may have important downstream impacts on media literacy and consumption.

 The UK end of the study was run by Dr Roman Gerodimos and Shelley Thompson, a doctoral student, in BU’s Media School. They are now considering how to incorporate Unplugged in their teaching each year, as it provokes a strong reflection of “why do I engage with all these media” (often at the same time) and “is there another lived existence with less media”.

[This second update update includes two new novels on PR from 1948 and 1958 referred to in Marvin N Olasky’s Corporate Public Relations (1987, LEA) and a new paper on the history of film representations of PR from Australian academic Jane Johnston which was presented at the First International History of Public Relations Conference last year.]

In 2007, I asked PR educator colleagues in the UK for help in developing a list of films, television and radio programmes/series and books that either featured public relations as a core issue or referred to it in a passing way. They responded enthusiastically with suggestions that went back into the 1950s and forward to the present including films on current release and a soap opera set in a real PR consultancy in Manchester, UK. It was added to in 2008 with other references. Here’s the list we came up with – Can you add to it so that we have a world-wide resource on the visual and fictional presentation of PR?

FILMS:

Wag the Dog

http://www.imdb.com/title/tt0120885/

http://en.wikipedia.org/wiki/Wag_the_Dog

Thank You for Smoking

http://www.imdb.com/title/tt0427944/

http://en.wikipedia.org/wiki/Thank_You_for_Smoking

America’s Sweethearts

http://www.imdb.com/title/tt0265029/

The Sweet Smell of Success

http://en.wikipedia.org/wiki/Sweet_Smell_of_Success

 The Devil wears Prada

http://en.wikipedia.org/wiki/The_Devil_Wears_Prada_(film)

The Control Room

http://en.wikipedia.org/wiki/Control_Room_(film)

http://www.imdb.com/title/tt0391024/ 

Hancock (Alcoholic superhero cuckolds his PR man)

http://www.imdb.com/title/tt0448157/

http://en.wikipedia.org/wiki/Hancock_(film)

The China Syndrome

http://www.imdb.com/title/tt0078966/

http://en.wikipedia.org/wiki/China_Syndrome

Sliding Doors – key character works in PR

http://en.wikipedia.org/wiki/Sliding_Doors

http://www.imdb.com/title/tt0120148/

Bridget Jones’s Diary

http://en.wikipedia.org/wiki/Bridget_Jones’s_Diary

http://www.imdb.com/title/tt0243155/

Days of Wine and Roses

http://en.wikipedia.org/wiki/Days_of_Wine_and_Roses_(1962_film)

http://www.imdb.com/title/tt0055895/

Four’s a Crowd

http://en.wikipedia.org/wiki/Four%27s_a_Crowd

http://www.imdb.com/title/tt0030151/

The Man in the Gray Flannel Suit

http://en.wikipedia.org/wiki/The_Man_in_the_Gray_Flannel_Suit

http://www.imdb.com/title/tt0049474/

Phone Booth

http://en.wikipedia.org/wiki/Phone_Booth_(film)

http://www.imdb.com/title/tt0183649/

Primary Colors

http://en.wikipedia.org/wiki/Primary_Colors_(film)

http://www.imdb.com/title/tt0119942/

Sex and the City (movie)

http://en.wikipedia.org/wiki/Sex_and_the_City_(film)

http://www.imdb.com/title/tt1000774/

Waikiki Wedding

http://en.wikipedia.org/wiki/Waikiki_Wedding

http://www.imdb.com/title/tt0029742/

Jersey Girl

http://www.imdb.com/title/tt0300051/

http://en.wikipedia.org/wiki/Jersey_Girl_(2004_film)

The Island

http://www.imdb.com/title/tt0399201/

http://en.wikipedia.org/wiki/The_Island_(2005_film)

 In the Loop

http://www.imdb.com/title/tt1226…

http://en.wikipedia.org/wiki/In_the_Loop_(film)

 

DOCUMENTARIES AND POLEMICS:

Roger and Me

http://www.imdb.com/title/tt0098213/

http://en.wikipedia.org/wiki/Roger_&_Me

Century of the Self

http://www.bbc.co.uk/bbcfour/documentaries/features/century_of_the_self.shtml

http://en.wikipedia.org/wiki/The_Century_of_the_Self

The War Room

http://en.wikipedia.org/wiki/The_War_Room

Enron: The Smartest Guys in the Room

http://www.imdb.com/title/tt0413845/   

The Corporation

http://www.thecorporation.com/

http://en.wikipedia.org/wiki/The_Corporation

The War You Don’t See (John Pilger)

http://www.johnpilger.com/videos/the-war-you-dont-see-trailer

Steel City

http://www.abc.net.au/tv/documentaries/stories/s200734.htm

 

TELEVISION:

Absolutely Fabulous

http://en.wikipedia.org/wiki/Absolutely_Fabulous

http://www.bbc.co.uk/comedy/abfab/

Absolute Power

http://en.wikipedia.org/wiki/Absolute_Power_(comedy)

The Thick of It

http://en.wikipedia.org/wiki/The_Thick_of_It

Some Mothers do Have’Em

http://en.wikipedia.org/wiki/Some_Mothers_Do_’Ave_’Em – Series two, episode three – the public relations course.

Party Animals

http://www.bbc.co.uk/drama/partyanimals/

http://en.wikipedia.org/wiki/Party_Animals_(TV_series)

The West Wing

http://www.imdb.com/title/tt0200276/

http://en.wikipedia.org/wiki/The_West_Wing

Spitting Image

http://www.imdb.com/title/tt0086807/

http://en.wikipedia.org/wiki/Spitting_Image

Spinning Jenny – A new twist to PR film / TV with an interactive internet-based soap opera  set in Manchester’s Brazen PR and made by online entertainment service Manchester-live.tv

http://www.manchester-live.tv/spinningjenny.html

http://www.youtube.com/spinningjennytv

PoweR Girls

http://en.wikipedia.org/wiki/PoweR_Girls

http://www.mtv.com/ontv/dyn/power_girls/series.jhtml

Sex and the City

http://en.wikipedia.org/wiki/Sex_and_the_City

http://www.imdb.com/title/tt0159206/

Spin City

http://en.wikipedia.org/wiki/Spin_City

http://www.imdb.com/title/tt0115369/

The Spin Crowd 

http://uk.eonline.com/on/shows/spin_crowd/index.html

http://www.imdb.com/title/tt1684855/ 

http://en.wikipedia.org/wiki/The_Spin_Crowd

PR (CBC, Canada)

http://www.imdb.com/title/tt0244356/

http://en.wikipedia.org/wiki/P.R._(TV_series)

Kell on Earth – Kelle Cutrone’s series about her fashion PR agency, people’s republic

http://www.bravotv.com/kell-on-earth

http://en.wikipedia.org/wiki/Kell_on_Earth

 

BOOKS:

Christoper Buckley (1994) Thank you for Smoking. Harper Perennial. ISBN 0679431748;

Paper back Random House ISBN 0812976525

Alistair Campbell (2007) The Blair Years. Random House. Paperback August 2008, ISBN 0099514753

http://www.timesonline.co.uk/tol/system/topicRoot/Alastair_Campbell_diaries/ 

http://en.wikipedia.org/wiki/The_Blair_Years

Eric Dezenhall (2004) Jackie Disaster: A Mystery. St Martin’s Press. ISBN 0312307713

http://books.google.com.au/books?id=hHAMHQAACAAJ&dq=Eric+Dezenhall&source=an&hl=en&sa=X&oi=book_result&resnum=5&ct=result

Anonymous [Joe Klein] (1996) Primary Colors. Grand Central Publishing, ISBN 0446604275

Graham Lancaster (1997) Grave Song. Coronet. Paperback ISBN: 0340667117.

David Michie – Conflict of Interest, Pure Deception, Expiry Date

http://www.davidmichie.com/index.php

http://www.twbooks.co.uk/authors/davidmichie.html

Daniel Price (2004) Slick. Villard. ISBN 1400062349

J.B. Priestley. (1996 reprint). The Image Men. Mandarin ISBN 0749322969

Mimi Thebo (2002) The saint who loved me. Allison & Busby. ISBN: 0749005041

Sloan Wilson (1955; 2002 reprint) The Man in the Gray Flannel Suit. Four Walls Eight Windows/ Capo Publishing. ISBN 1568582463

Charles Harrison (1948) Nobody’s Fool. Henry Holt. ASIN: B000I1UAO

Robert van Riper, (1958) A Really Sincere Guy. David McKay ASIN: B0007E5TB4

 

RADIO:

Absolute Power

http://www.bbc.co.uk/radio4/comedy/absolute.shtml

http://www.imdb.com/title/tt0386149/

 

ARTICLES:

Johnston, J. (2010) A history of Public Relations on screen: Cinema and television depictions since the 1930s. Proceedings of the First International History of Public Relations Conference, Bournemouth University, July 8-9, 2010. pp. 188-209. Available at: http://media.bournemouth.ac.uk/downloads/IHPRC-2010-Proceedings.pdf

Miller, K. (1999) Public Relations in Film and Fiction. Journal of Public Relations Research, Vol 11, No.1, pp. 3 – 28

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.

Our new visiting professor at the Bournemouth University Media School, Anthony Lilley of Magic Lantern productions, gave his inaugural lecture on the future of the media last night. It’s a complex and challenging outlook in which the ability to gain and hold attention will be paramount.

Here’s the podcast of the presentation, http://www.cemp.ac.uk/activities/inaugurallecture.php

 

I have just started a research project for the Institute for Public Relations, sponsored by Coca-Cola, on the skills and competencies needed for senior corporate communicators and PR advisors, looking five to 10 years ahead.

Here’s the URL to the Institute for Public Relations website on which I discuss current communication scenarios and the future needs for developing top communicators. http://www.instituteforpr.org/digest_entry/2015s_top_communicators_new_skills_and_expertise_required/ What’s your view on this?


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