PR Voice

Perfecting PR strategy

This week I chaired a CIPR one-day conference on ‘Perfecting PR Strategy’.

We had a great array of speakers. David Gallagher and Ruth Yearley from Ketchum told us not to be scared to develop a strategy – and not to be frightened to change it if it was not working. David Sanders of the Docklands Light Railway described to us how the DLR had gone about securing stakeholder buy-in from MPs down to local residents’ groups. Richard Lomas of Vocus spoke about developing a PR strategy in the multi-media world, whilst Metrica showed us how to measure and evaluate coverage.  A real-life example of developing a PR strategy on the hoof was provided by Daniel Zammit and Louise Oughton of Dacorum Boroguh Council – which had to deal with the Buncefield Oil Depot explosion in 2005. Fraser Hardie of Blue Rubicon talked about when a PR strategy has to change, and gave some real-life examples drawing on his work for blue-chips – including McDonalds. Finally, Nigel Sarbutts of Communique PR offered his advise on getting value out of branding.

By the end of the day the delegates certainly had a better idea as to how to go about developing, applying, adapting (where necessary) and tracking and evaluating a PR Strategy. For those who could not make this week’s conference – it is being repeated on the 24th September!

The Year Ahead

Let me start my first blog by paying tribute to my predecessor Tony Bradley. He has been an immensely hard-working and successful president – and he started this blog, which I am very pleased to have the opportunity to take on.

Each president traditionally starts off his or her year with an awayday. This is an opportunity for board members and senior staffers to indulge in a bit of blue skies thinking – and serious planning for the year ahead...