Back to the Future of PR

Stuart Bruce FCIPR

@stuartbruce #MLleeds

@stuartbruce www.stuartbruce.biz www.stuartbruce.eu

Nobody trusts you anymore

@stuartbruce www.stuartbruce.biz www.stuartbruce.eu

Public relations is about reputation…

the result of what you do, what you say

and what others say about you

the result of what you do

@stuartbruce www.stuartbruce.biz www.stuartbruce.eu

Professionalism

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Qualifications and CPD

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Digital isn’t the biggest skill gap

“Strategy without tactics is the slowest

route to victory. Tactics without strategy is the noise before defeat.”

Sun Tzu, The Art of War

@stuartbruce www.stuartbruce.biz www.stuartbruce.eu

Mainstream media

still matters

Social media

MORE TIME SPENT ON SOCIAL SITES THAN MAINSTREAM MEDIA

SITES

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EC = MC

Every Company is a Media Company

@stuartbruce www.stuartbruce.biz www.stuartbruce.eu © Hugh MacLeod

@stuartbruce www.stuartbruce.biz www.stuartbruce.eu

Or you’ll end up here…

@stuartbruce www.stuartbruce.biz www.stuartbruce.eu

The difference between advertising and PR

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No instant success…

"If at first you don't succeed try, try and

try again.“Robert the Bruce

@stuartbruce www.stuartbruce.biz www.stuartbruce.eu

Understand measurement

1. Importance of goal setting and measurement

2. Measuring the effect on outcomes is preferred to measuring outputs

3. The effect on business results can and should be measured where possible

4. Media measurement requires quantity and quality

5. AVEs are not the value of public relations

6. Social media can and should be measured

7. Transparency and replicability are paramount to sound measurement

@stuartbruce www.stuartbruce.biz www.stuartbruce.eu

Any questions?

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