Slides from the recent ABS PR Seminar, changing skills for changing times. Tracy Playe's can be downloaded from: http://prezi.com/ska23isrjrch/maximising-the-impact-of-social-media-engagement-on-small-budgets/

1. WELCOME ABS PR SEMINAR WELCOME BY TOBY ROE Corporate Communications Director Ashridge and Chair of the ABS PR Network Prepared by Grayling for the Big Picture Meeting April 2010

2. PR skills in a changing landscape 27 September 2010

3. Me 11 years three agencies Cranfield Grayling A passion for learning

4. 30 minutes three objectives Reflect on your skill set How you develop yourself How we at grayling are developing our people

5. Change What new skills have you developed in the last two years? 1. 2. What skills are you currently developing and why? 1. 2.

6. The work we have done Recruited Head of Learning & Development Invest more in developing skills, behaviours, aptitudes and knowledge required Competentcy Framework – PRCA Learning to learn + CPD + Diploma Why? Opportunity knocks Shake-out

7. Developing our people

10. Priorities for PR Professionals Creativity – a process Digital – blogging/social media/SEO Writing & presenting Leading & managing Business & strategy

11. Keep your skills up to date by ... Networking/events/conferences Reading (trade journals) Dedicating time to learning – doing culture Unlearning Investing in core skills – writing, presenting Spend time with your agency Benchmark against other professionals How do you learn?

12. Two skills you will develop in the next 12 months What ........................................................................................................................................................................................ Why ........................................................................................................................................................................................ How ........................................................................................................................................................................................ Share...

13. Current Skills Needed by the PR Professional in a Changing Landscape Or put another way - ‘How to Get Headhunted’ – 10 things you need to be doing – and now! JULIAN GOLDSMITH Managing Director Dialogue Europe Ltd 27/9/10

14. Ten Tips - Overview 1. Be vital - reputation is everything 2. Invest in your career – ‘old dogs/new tricks’ 3. Networking – get out & about, like today 4. Invest in relationships – beyond the Dean 5. Develop a rich experience – 5 year tenures

16. Be Vital · Research ( and anecdotal evidence ) shows one of main things keeping Vice-Chancellors/Deans awake at night, is reputational risk · Recognise your importance to the business school and go the ‘extra mile’ to achieve · Don’t do a good job but then forget to quantify and play-back the value of what you do · Success metrics are vital but rarely seen/heard · What % of coverage was on message?; what % improvement of coverage Y-on-Y over last 5 years?; what improvement in blog coverage...?

29. Questions Dialogue Europe Ltd Floor 4 / 28 Shelton St London WC2H 9JE +44 (0)7887 548503 [email_address]

52. PR CLINIC Prepared by Grayling for the Big Picture Meeting April 2010