© 2009 CCgroup

Real Public RelationsKevin Taylor, 2009President, CIPRDirector, CCgroup

Surviving and ThrivingPublic Sector ConferenceEdinburgh, October 15

© 2009 CCgroup

What is real public relations?

• The planned and consistent programme of communication between an organisation and its publics

© 2009 CCgroup

What is real public relations?

• The planned and consistent programme of communication between an organisation and its publics

• Public relations is about reputation: An organisation’s reputation is the result of what you say, what you do, and what others say about you

© 2009 CCgroup

How some of our critics describe PRPublic relations works to control and limit the public's access to information about the rich and powerful

© 2009 CCgroup

Barack Obama's key climate bill hit by $45m PR campaignSurge in oil, gas and coal industry lobbying against Democratic leadership on 'cap and trade' legislation

America's oil, gas and coal industry has increased its lobbying budget by 50%, with key players spending $44.5m in the first three months of this year in an intense effort to cut off support for Barack Obama's plan to build a clean energy economy.The spoiler campaign runs to hundreds of millions of dollars and involves industry front groups, lobbying firms, television, print and radio advertising, and donations to pivotal members of Congress. Its intention is to water down or kill off plans by the Democratic leadership to pass "cap and trade" legislation this year, which would place limits on greenhouse gas emissions.

© 2009 CCgroup

Sophisticated media manipulation, fake grassroots campaigns, using third parties to separate the message from the self-interested messenger, delaying action with voluntary measures, co-opting possible critics; these are all commonly used tools and tactics of the lobbying and PR industry. They are employed by industries from car makers to energy companies, retailers to food manufacturers.

© 2009 CCgroup

What is real public relations?

• The planned and consistent programme of communication between an organisation and its publics

• Public relations is about reputation: An organisation’s reputation is the result of what you say, what you do, and what others say about you

© 2009 CCgroup

Plan your communications

strategically

PR as a window on the world

What you do… and what you say

• Involve PR in the decision-making– Understand how business decisions will be

seen– Think of the reaction as well as the action– Will this improve or build relationships

• How to announce– What do we say– Who should we talk to– Does anyone need a heads-up

© 2009 CCgroup

“I’m hearing good things about

you…”

What others say about you…

• Get the first two right and….– Word of mouth works in your favour– Comment and opinion can move in your favour– Staff, partners and suppliers understand their

role and become supportive

© 2009 CCgroup

Getting the message right

• Consistency is key across all audiences • Underpinned by your core values• Relevant to the audience you are

addressing• Remember the “Who, what, why, where,

when rule • Context is as important as content• Own the message – devolve the delivery

© 2009 CCgroup

It’s all about relationships

© 2009 CCgroup

It’s all about channels

© 2009 CCgroup

Raising standards

• Changing the reputation of PR• Increasing understanding of what we do• Education and qualifications• Ongoing development – life long learning• PR the benefits of PR• Improve our standards• Media relations can be good• Digital era opportunity

© 2009 CCgroup

The CIPR

• Qualifications awarding body• CIPR Diploma• Leading training provider• Code of conduct and ethical standards• Continuous Professional Development• Individual Chartered Practitioner status

© 2009 CCgroup

Real Public RelationsKevin TaylorPresident, CIPRDirector, CCgroup PR

Surviving and ThrivingPublic Sector ConferenceEdinburgh, October 15

Thank You!