PRCA – PR FOR THE FUTURE
15th February 2015
18.00 – 20.00
Liquid, 115 Edmund Street, Birmingham, B3 2HJ
Two of the most widely respected PR leaders in Europe will share their experiences and perspectives on the future of public relations in Birmingham on 15th February.
Alison Clarke and Adrian Wheeler have held some of the most prestigious jobs in PR and provided counsel to some of the world’s leading brands.
Addressing the issues and opportunities faced by both agencies and in-house teams, Alison and Adrian will share candid insights about how to improve time efficiency and productivity, and stay at the forefront of professionalism in our rapidly developing industry. They’ll also candidly answer your questions in a Q&A session.
Alison’s career has included being UK and Ireland CEO of Grayling, CEO of Weber Shandwick Asia Pacific, chairman of the PRCA and president of the CIPR. She has advised some of the world’s leading organisations, including Unilever, Diageo, British Airways, MasterCard, McDonald’s and Nestlé. Last year, Alison launched her own consulting business and is building a portfolio career as a non-executive director, senior adviser and communications strategist.
Adrian sold his agency to international advertising giant, Grey, in 1990 and spent the next two decades building GCI Europe into one of the most formidable PR consultancies in the EMEA region. He is a non-executive director to Liquid, London Communications Agency and Firefly Communications. He is also partner at Agincourt Communications and consultant at Gyroscope Consultancy and Best Communications, an Anglo-Czech PR firm based in Prague, where he lives. He is also a former chairman of the PRCA and board director of the CIPR.
Alison Clarke and Adrian Wheeler will each speak for 15-20 minutes about issues and themes which they think represent challenges or opportunities for PR practitioners in 2016 and beyond. They will then take part in an informal Q&A/discussion moderated by Lis Lewis-Jones.
What clients really want; how to develop an outstanding go-to-market proposition by discerning clients’ most important needs and offering solutions which are clear, different and compelling.
Becoming trusted advisors: managing client relationships so as to create genuine partnerships based on compatibility, confidence and recognised competence.
Employing stars: delivering best-quality service by hiring best-quality people, knowing that stars are likely to leave to set up their own firms. How to attract them and retain their loyalty.
Learning and using clients’ language. Most clients are paid and promoted because of their ability with maths. We are better at words and images. How to bridge the gap? (They won’t – we have to).
What matters most to clients? It’s not PR – it’s business results, usually expressed as financial goals. How can we predict and monitor PR’s contribution to clients’ financial objectives?
Keeping traditional and online/social media in perspective. TV, radio and print retain immense power. How conventional media relations can give PR programmes a competitive edge.
Ethics in PR. What are they, how do we take practical steps to ensure ethical conduct in our teams, how can we train employees to apply ethical rules to their professional practice?