Event review: PR and The Visual

Last month the research network I co-direct, the Network for Public Relations and Society, held its annual conference, PR and the Visual: Exploring Identity, Space and Performance.

LCC have made a short video of the event embedded above and I’ve embedded a great Storify from the Twitter back-channel of the day below.

However, if you want a more detailed account of the really, genuinely inspiring and exciting topics discussed on the day take a look at my post on the Network’s blog or have a read of the post from LCC’s communications team.

Don’t forget you can sign-up to Network’s mailing list to receive infrequent news and updates here.

Enjoy!

Bridging PR practice and academia: a BledCom addendum

CIPR President, Stephen Waddington, gave his keynote presentation at BledCom this morning. He covered how PR academics and practitioners must work more closely – principally to develop PR’s professionalism project.

In creating his presentation Stephen canvassed the views of a range of PR academics and practitioners, including Richard Bailey, Heather Yaxley, Liz Bridgen, Stuart Bruce as well as myself.

Bridging the gap between practice and theory in PR and communication is something our research hub, the Network for Public Relations and Society, has been thinking about for a little while – see Sarah R-B’s recent post here. To respond to Wadds’ questions I called on the expertise and insight of fellow network members, Sarah Roberts-Bowman (who also co-founded the Network) from London College of Communication, UAL and Sarah Williams from the University of Wolverhampton.

Together we shared our collective vision with Wadds – some of which he used in his keynote. In the interests of sharing and adding to the debate I have posted our complete thoughts below:

Q. Which other management professionals in your view benefit from a positive interchange between academia and practice?

Most – if not all – of the major ‘professions’ develop through a very close, symbiotic relationship between practitioners and academics/academia. The obvious ones are medicine, engineering, the law where a ‘holy triumvirate’ between practice, governing bodies/institutes and academics/researchers seem to operate. The obvious benefits of this set-up is that it enables – and ensures – that such professions continue to evolve strategically, identifying changes in the external and internal environments of the sectors and then creating new, adaptive regulations, practices, approaches, etc. It means that they can stay ahead of the curve in an age that moves fast and in wholly unexpected directions.

If you’re looking to management sectors then I’d argue that the management consultancy field is one obvious area that is not afraid to engage with academia – and has arguably created an academic field of study to maintain a strong market position as well as client efficacy! It’s interesting as you could argue that in many respects these consultancies are – on some levels – the closest to PR when PR can operate at the level at which it should: strategic business consultancy.

At a more granular level, we only need to look at a more direct competitor to PR, the marketing sector, to see how much more closely academia could be integrated within PR. For instance, at the CIM the work of academics and practitioners is much more closely aligned. Both practitioners and academics are involved with curriculum development at the CIM, so the training/education curriculum for practitioners is designed and managed by academic tutors and practitioner examiners. The CIM also funds academic research projects to explore, develop and understand emerging issues in the sector.

Drawing on personal experience from Network members, the CIM’s process of bringing practitioners into the qualifications and education section of the institution seems to work well. But this works because the CIM’s education division is sizable and, perhaps more importantly, organised in accordance with standard university academic practices so it seems to work as a forum for bringing practitioners and academics together to share ideas, knowledge and foster greater understanding about the benefits both sides bring to the industry.

Q. how might we practically go about improving relations between the two constituencies within the public relations business?

Part of the problem with the relationship between PR academics and practitioners can, perhaps, be linked to the industry-industry bodies-academia framework:

1) there is a general misunderstanding, lack of awareness or even mistrust between practice and academia

2) there is a lack of leadership among industry bodies

3) academia has arguably not engaged as much as it could with the industry/industry bodies – or, at least, engaged on terms that industry / industry bodies have shied away from, e.g. critical accounts of diversity, power, etc.

Looking at each of these separately in more depth:

1) For whatever reason the PR industry has mostly not felt the need to explore the wider world through academic research in the way other professions/industries have. This could be due to a lack of clear identity due to the diversity of roles, tasks, departments PR is spread across, a lack of engagement by academia or perhaps a short-term focus on driving results/revenue (due to a high volume of low margin work – particularly among agencies) which has meant losing sight of the bigger economic, business, societal, etc picture (and I, personally, would err on the latter)

2) This situation among practitioners hasn’t been helped in recent years by the PRCA and CIPR. Speaking from our experiences of the CIPR (sorry, Wadds – we don’t have as much insight into the PRCA but they’re as guilty I would imagine!) as far as we know no – or very little – new research is funded and tends not to be advertised widely to academic institutes, rather a smaller network of established (dare I say, often ‘on side’) friends. The CIPR used to hold an academic conference but this is no more and I can’t recall any dissemination of the resulting materials within the industry. Training is good but isn’t aligned – as far as I can tell – with wider academic institutions.

3) Academia has been developing some really interesting and innovative insights into PR int event years – but these have been emerging in areas that go beyond the standard, 80s/90s management approaches that informed practice. Rather, much contemporary work has challenged the industry on a range of issues, from the ethics of practice, PR’s wider societal role, critical accounts of diversity, etc. These need to be seen as useful/friendly challenges for PR to improve/adapt its position and operation to grow and thrive, rather than misinformed criticisms by academics

So….. if that’s the current situation, what’s the solution? Well……

Industry Bodies

Industry bodies need to implement support for existing examples of academia/practitioner collaboration form other sectors., such as aligning training/education curricula and outcomes with academic insights and best practice; funding research or building a research fund from third-party sponsors to proactively and strategically create opportunities for academics to develop and explore new areas for the industry. For the CIPR this sort of stuff was done under Alan Rawls, so it’s more a case of resurrecting than reinventing activities.

But it’s also about fostering and promoting greater relations/dialogue between the two fields and this will involve changing the PR industry’s mindset towards academia and academic research. This could be done by highlighting the benefits of engagement, such as adapting the industry to become more relevant and resilient to wider societal challenges; becoming more strategic; delivering better value for clients; winning bigger budgets,; etc. This is obviously a longer-term project/campaign that would require industry bodies such as the CIPR and PRCA in the UK to become involved, but it could be helped by lower-level activity to initiate and foster dialogue between the two constituencies… see below…

Practice

It’s hard to tell practitioners what they should be doing but they could definitely get more involved in academia. A number of opportunities exist with a range of benefits and on different levels of involvement. this could include: guest talks and lectures; offering work placements partnering with local universities to develop practitioner-in-residence schemes and even exploring / getting involved in more formal Knowledge Transfer Partnerships where both industry and academia get help to innovate with Government funding.

But I recognise that all of this is not seen or is not seen as a primary concern over winning and delivering fee-paying work! That’s where changing attitudes is so important (see above)

Academia

Likewise, academia needs to recognise the importance of industry to academic work – both in terms of teaching and learning and research – and not be scared of engaging with and addressing the day-to-day realities of the industry head on – i.e. recognising the commercial imperative or imperfect organisational set ups, practice, etc. Academics need to proactively seek to build relationships with industry beyond work placements. Where this happens real benefits can be observed. For example, at last year’s ‘PR and Disruption’ conference at LCC we targeted practitioners and academics for attendance and had great feedback from the benefits both found in meeting and ‘demystifying’ each others’ attitudes, ideas, etc, etc. There were some criticisms too – but that’s good to help bridge the perceived academic/practitioner gap. We’re hoping for the same at this year’s event.

Taking learnings from these results we (the Network for PR and Society) are planning on developing a more formal scheme to help bridge the gap based on creating an ‘Academic-in-Residence’. Many universities have ‘practitioner-in-residence’ to bring practice into the learning environment but we feel it should work both ways. This project is in development but we see it working as a sort of ‘adopt-an-academic’ which we discussed the other week whereby we collate and maintain a database of international academics listing their interests, publications, and desires to work with specific sectors, types of PR, etc.

The idea is that we can start building mutually beneficial relationships between academia and practice – academics get to share their findings/knowledge and industry gets to learn and even have bespoke research completed for their area of practice. Most PR practitioners don’t have the luxury of being able to step back from the day-to-day work to think about wider developments in the sector so this scheme seems like a real opportunity to start building relationships between the two and yield practical benefits for the industry.

It would be great to have such an initiative supported by industry bodies to help reach key practitioner constituencies with the Network for PR and Society tapping into it’s academic network. I could certainly see it being a really strong, initial tactic in a wider, strategic approach to bridge the academia/practice gap!

 

PR and the Visual: one-day conference, 9th July 2014

As I’ve blogged over at the (work in progress) Network for Public Relations & Society site we’re hosting a summer conference again this year.

Public Relations and The Visual: Exploring Identity, Space and Performance is a low-cost, one-day that mixes high-profile keynotes, academic presentations, practical case studies and hands-on workshops. All that for #50 (inc. VAT)! Why don’t you book now: http://bit.ly/ConferenceSignUp

Here’s the basic info:

  • Date: Wednesday 9th July 2014
  • Time: 10am – 4.30pm, followed by drinks
  • Venue: London College of Communication, University of the Arts London, Elephant and Castle, SE1 6SB

The overarching aim of the event is to encourage collaboration and partnership between practitioners and academics to develop new thinking and practice within the field.

Keynote speakers include:

  • Ian Burrell, Assistant Editor and Media Editor, The Independent – PR’s Identity in a Post-Clifford World
  • Glenn Tutssel, Executive Creative Director, Brand Union – Where Next For PR and Visual Communication

Panel discussions will feature case studies from Edelman, Wolfstar and Unity as well as academic papers covering:

  • Images of Public Relations in Popular Media – How is PR and its practitioners represented in fiction, television and film? What impact do these visualisations have on the way PR practitioners see themselves and the ways in which the public sees PR?
  • Public Relations Identity – How do PR practitioners view themselves? What are their identities and how do these shape contemporary professional and personal practice?
  • PR and Immersive Environments – How can PR practitioners use experiential tactics and performance as a communications tool? What role does creating new physical realities play in changing behaviour, beliefs and galvanizing word of mouth?
  • Branded Spaces: PR as Place and Space – How can spaces and objects be used as PR tools? PR practitioners are used to exhibition and event spaces but what more can be learned about the way the built and designed environment creates narratives?
  • Designing Stories: PR as Visual Communication – How can the relationship between PR and design be used to full effect? From graphic design to poster and film; from comics to animation; how can visual storytelling be used to persuade and stimulate relationships?

A series of practical workshops will also be available during the conference:

  • Film-making for PR
  • Creating Vines as branded content
  • Using animation in PR
  • Creative photography for PR

The cost for attending the whole day is £50 (inc. VAT) and has been kept deliberately low to encourage participation. The cost includes access to all keynotes, presentations, workshops, lunch and post-event drinks reception. Book your place now: http://bit.ly/ConferenceSignUp

Call for Papers: Public Relations and the Visual

Myself and fellow colleagues/members of the The Network for Public Relations and Society have been busy planning our Summer conference over the past few months and we’re delighted to reveal the date and theme of the event and issue a call for participation as well.

Titled Public Relations and The Visual: Exploring Identity, Space and Performance, the conference is a one-day event being held on Wednesday 9th July 2014 from 10am-4.30pm at London College of Communication, University of the Arts London.

The aim of the conference is to bring together PR industry experts and academics to explore and debate the role of visual dimensions in public relations theory and practice. From media representations of PR professionals to branded spaces; issues of identity and performance, the conference will explore these and other visual themes from a societal perspective.

Participants will explore a variety of viewpoints to conceptualise the industry and debate new ways of thinking about and visualising practice. The overarching aim of the event is to encourage collaboration and partnership between practitioners and academics to develop new thinking across the field.

We welcome proposals undertaking an analytical and/or critical examination of the PR industry and practice focused on any aspects of the visual or representational dimensions of public relations. Submissions can be made by individuals, groups or organisations.

Moreover, we encourage challenging and thought-provoking proposals from both practitioners and academics that seek to critique existing areas of PR and help the industry and practice move forward.

The event will be led by two keynote speakers (currently being confirmed) and two broad themes each containing three debates will be explored in greater detail during a morning and afternoon session.

We are looking for academics and practitioners from a range of disciplines who are interested in presenting 15-20 minute papers covering some of the following areas:

Stream 1: Visualising the PR Profession

a) Public Relations in Popular Media
How is PR and its practitioners represented in fiction, television and film? What impact do these visualisations have on the way PR practitioners see themselves and the ways in which the public comprehends PR? Does this change professional and personal identities and the way practitioners behave?

b) Public Relations Identities
How do PR practitioners view themselves?  What are their self-identities and how do these identities shape contemporary professional and personal practice? Moreover, what are the dominant and marginalised identities in PR and how do they shape the industry and the wider professionalisation project?

c) Visions of Future
 Practice
With the boundaries between PR, advertising, digital marketing and search engine optimisation blurring at a frenetic pace what does the evolving landscape of PR look like? Is it possible to sketch a vision for PR practice in a digital world? What knowledge, skills and competencies does such a vision require?

Stream 2: PR as Visual Practice
a) Dramatising society: creating immersive environments
How can PR practitioners use theatre and performance as a communications tool? What role does creating new physical realities play in changing behaviour, beliefs and galvanizing word of mouth?

b) Branded spaces: PR as place identity and spatial communication
How can space be used as a PR tool?  PR practitioners are used to creating and using exhibition and event space but what more can be learned about the way the built and designed environment creates narrative and discourse?  How can this be used as a creative PR component?

c) Designing stories: PR as visual communications
How can the PR and design relationship be used to full effect?  From traditional graphic design to poster and film; from comic strips to animation; how can visual storytelling be used to persuade, influence and stimulate relationships?

If you would like to present please email: s [dot] collister [at] lcc [dot] arts [dot] ac [dot] uk by 30th April 2014 to express interest in participating. Fuller papers and presentations will be due by 31st June 2014.

Let me know below if you have any questions!

Launching the Network for Public Relations and Society

Last week we held a small event to officially launch a new research network based out of the Public Relations department at London College of Communications, UAL. The Network for Public Relations and Society aims to explore – academically and alongside practice – the social role of PR.

This is an area which has received renewed interest in recent years from scholars addressing the discipline from a range of perspectives united by the view that PR operates beyond the organisation in making, shaping and influencing society. These directions extend the more dominant and conventional academic accounts of PR as a management discipline. You can see more about how we contextualise our research areas in the Slideshare below:

The event featured a presentation by myself and my colleague, Sarah Roberts-Bowman, and some short talks from the University of Cambridge’s Dr Scott Anthony and our colleague from Central St Martins, UAL, Dr Paul Rennie, on some of the historical aspects of PR.

Paul, in particular, gave a fascinating account of the role posters played in the early era of PR focusing on the work of the artist (and LCC’s first ever head of design) Tom Eckersley. An exhibition of Tom’s work was on display at LCC and after the event guests were able to see some of the ground-breaking visual communications work which Tom created for the GPO, RoSPA, Ministry of Information, Shell and others.

Our other speaker, Scott Anthony, provided guests with a revisionist history of PR practice in Britain based on his fantastic book form last year, Public Relations and the Making of Modern Britain. Scott began by discussing how, contrary to earlier histories of modern PR which locate the discipline’s origins at the feet of early – mainly US – C20th capitalists, modern PR in a British context was initiated primarily by a group of “idealists” led by Sir Stephen Tallents.

These PR pioneers, Scott suggested, were “Asquithian liberals” who began their professional life attempting to counter the sensationalist and alarmist information presented to the public by the early press barons. More ideologically, as he makes clear in his book on the history of the PR profession in the UK, Tallents and his network of film-makers, artists and designers sought to conjure up and ‘project’ a vision of a progressive Britain where democratic enfranchisement, improving living standards and liberal values were at the heart of a new and exciting Britain.

PR’s practical role is this project, Scott argued, was more than news management – the perspective from which PR is all too often understood and practiced as today. Rather, PR began as a socio-cultural endeavour drawing in cultural and artistic avenues such as art, architecture, design, film, posters. Moreover, these weren’t seen as “instrumentalist” delivery channels or media platforms, they were a core constituent of what it meant to communicate publicly.

And while much of this early PR activity was located and sponsored by big, state owned organisations – the GPO, BBC, London Transport and Ministry of Information are obvious examples – the “social mission” of PR, as Scott described it, extended to corporations, such as Shell, BP, Guinness, Gillette, too.

Referring to the aim of his book, Scott remarked that its sought was to “recover the history of PR” as a practice that really mattered – socially, as well as personally, to the early British practitioners. This neatly captures, too, the aims of the Network for Public Relations and Society.

Although time and society has been transformed since Tallents’ day – the state-owned industries have disappeared, the public service role of local authorities has all but been obliterated, the role of the ‘public’ has been displaced or lost in many areas of society and the media – there is a growing impetus, we believe, to renew interest in and scholarship of a range of areas related to the ‘social’ role of PR.

The specific aims and scope of the Network can be understood in more detail in the slides above but we feel that areas of particular interest include: the interpolation of social theory in understanding PR; the exploration of the social history of PR (in a UK and globally comparative context); the role of PR in communicating socially aligned, as opposed to corporate, narratives (such as through social change and activist campaigns) and the increasing rise of social media and the expansion of the social into hitherto unexplored domains of public communication.

If you would like to find out more or get involved drop me an email s [dot] collister [at]. lcc [dot] arts [dot] ac [dot] uk. If you’d like to be kept informed of developments please sign up to the Network’s mailing list: http://eepurl.com/Ljt-j

We look forward to hearing from you!

Infographic: A History of Social Media

Chris from Prohibition PR has put together this handy infographic providing a history of social media and outlines some of the big game-changing moments in this blog post.

It contains some surprises – who knew Tripadvisor launched the same time as Friends Reunited? – and a few blasts from the past. Ning or Friendfeed, anyone (both still live, btw)?

Thanks to Chris for a nifty resource (I’ll be using for teaching my students!).

Report: PRCA State of Digital PR

I’m really late getting around to posting this, but last month Ketchum’s Danny Whatmough presented the findings of the PRCA’s State of Digital PR report.

The report, which surveyed 136 agency and in-house teams, highlights a number of key themes which for those in and observing the UK’s PR industry should make interesting findings.

It’s a good report but at the moment I just want to pull out a couple of revealing results:

  • Nearly half (46%) of PR practitioners surveys spend only 1-10% of their budget on digital
  • The top activity that measly budget is spent on is web design and build
  • Followed by social media monitoring
  • … and then SEO

I find this interesting partly as while optimists might say that PR is adapting is also highlights the fact that the core digital services undertaken by PR agencies overlap with wider – perhaps more specialised – sectors.

Great that PR is competing on more levels, but does it have the specialist knowledge to compete and win? See my previous post about PR, social media and specialisation.

LCC Guest Lecture Series 2013-14

I’m a bit late posting this as our first guest lecture with Visa Europe’s VP of Digital Corp Comms, Nick Jones, is next week (still a few free tickets left) but nevertheless, our 2013-14 Guest Lecture Series is ready to roll.

I’m really pleased with what is an excellent line-up – full details below. All events are FREE and open to the public but booking is essential so we can get enough wine in! Eventbrite links will be made available a month ahead of each of the events.

Finally I would like to say a MASSIVE thank you to Adam Parker and Lissted for kindly supporting us and helping make such an awesome series possible.

 

Academia and Practice: Where next?

I was away in Sweden at Philip Young’s NEMO organised Flashpoint conference last week and was lucky to listen to some excellent academic papers, and more importantly become involved in an ongoing debate about the need to bridge the currently yawning gap between PR academia and practice.

Since returning there have been a number of blog posts pop up raising a range of issues which I broadly support. I won’t cover them off here but would urge you to go and take a read and participate for yourselves – there’s loads of comment and discussion going on.

Firstly of all the University of Wolverhampton’s Sarah Williams posted on the difference between academics and practitioners. This was followed up by Stephen Waddington’s post on the need for academia and practitioners to work together to support a “maturing profession” – a perspective followed up by Stuart Bruce’s in his post.

This is all great stuff, and an important marker for integrating theory and praxis. But…. the most important question is: what is to be done?

Most of the posts mentioned offer some thoughts and here are a few of my own:

  • Regular event(s) led by industry and academia to push forward greater interaction, debate and overcome the fear of the other
  • Some form of jointly agreed agenda that can identify and articulate some of the more common needs and demands for both areas
  • A forum to foster ongoing debate – online or otherwise
  • PR Week to carve out a niche to discuss developments and expose the agenda to a wider audience
  • Some level of engagement among high-profile employers, government, big agencies, etc
  • Some level of engagement from industry bodies

 

Share This Too launched

Share This Too

The start of term is looming and preparation and planning is underway. That’s why it’s taken me a week to get around to posting about the launch of, Share This Too, the second social media handbook published by Wiley.

Written by the CIPR‘s Social Media Advisory Panel and a range of practitioner friends there’s a  pretty impressive array of topics covered, including:

  • Creating content frameworks
  • Analysing online audiences and planning
  • Gamification
  • Content curation
  • Community management
  • And loads more

My chapter looks at the rise of big data and how data mining can be used to plan and deliver strategic PR activity. It looks at this practically using a case where data was used to identify potential consumer issues for an organisation before they become full blown complaints. By being able to ‘predict’ and address these issues the organisation aimed to reduce its workload.

I conclude by arguing that this kind of innovative, data-led PR can help the PR discipline achieve a more strategic position – both within organisations and within the wider business and marketing consultancy industries.

Sounds good doesn’t it? Don’t let Brian Solis’ foreword put you off, go and get a copy from Wiley or Amazon.