As the campaigning continues, we caught up with election candidate and Admiral’s chairman, Stephen Waddington, to find out why he is standing for president and his promises to the profession.

Fit for the future

I am standing for President of the CIPR because I believe the public relations profession stands at a moment in time.

1. We have a real opportunity to assert our value as a management discipline that enables organisations to engage in a two-way conversation, and ultimately a relationship, with its audiences.

2. We also have the opportunity to improve the reputation of our industry via professional development.

I’m standing on a commitment to 10 words and 10 pledges for a future-looking Institute committed to professional development.

Media fragmentation

This election has become polarised between change brought on by media fragmentation and the traditional roots of public relations practice.

My view is that public relations has never had such a compelling opportunity to assert its value. We are helping organisations engage with internal and external publics in two-way dialogue.

We work in an editorial environment, listening and creating a narrative to enable organisations to engage with their publics.

Increasingly thanks to developments in measurement and evaluation we can put a number on the value that we deliver to an organisation, making public relations more compelling than ever.

Professional development

Many of you as members will never see the CIPR’s London-base. The CIPR’s strength lies in its members in the nations and regions.

I’m a member of the North East group. I live in Northumberland and work in London and across Europe. I’m proud to have been nominated by members from around the country.

I know personally that my skills, strengthened through professional development at the CIPR – in my case Continuing Professional Development (CPD) and Chartered accreditation – have a direct impact on my income and my career success.

That’s a story that we need to tell to both practitioners and employers. As President, I will make sure every member, no matter where they are, gets the value from membership of the CIPR.

Member engagement

Throughout this election, I have been staggered by the engagement with both members and non-members. I have been listening carefully and engaging directly. It is a very clear example of how our profession is changing.

What is clear is that addressing how the CIPR continues using social media, will drive member engagement locally, regionally and internationally.

As President I will engage directly with members and industry colleagues through monthly discussions. I’ve proposed Twitter but will use whatever media the majority of members prefer.

I will continue to engage with the profession through writing, speaking and blogging.

Please join with a growing number of members who want to see us embrace change, deliver for members and be the go to organisation for professional communicators.

Stephen is ready to fulfil his promises.  If you’re a member of the CIPR and can vote, please do. Don’t forget, #vote4wadds. 

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‘I think it shows shocking ignorance about the courage and heroism involved in rescuing the islands from an illegal invasion,’ said veteran Simon Weston, ‘John Lewis ought to hang its head in shame at this appalling insult.’

A Falkland Island’s Government spokesman was also quoted, expressing his disappointment at the insensitive inaccuracy and the Daily Mail describes the ‘fury over ‘Malvinas’ globes on sale’. Yet with little more than a cursory examination, it appears that the error was found only on a particular batch of globes which differed from the sample that had been approved for production. As soon as the error was spotted, a new stock of globes was ordered. It is unfortunate for John Lewis that these islands in the South Atlantic marked the thirtieth anniversary of their liberation from occupation last summer, that inhabitants voted to stay British in a referendum in March and that the death of Margaret Thatcher renewed interest in the conflict. The topic was therefore deemed newsworthy by the news editors; a quick and easy decision for them but one that may have a long lasting effect on the John Lewis brand.

For a national institution like this, being called ‘unpatriotic’ is damaging and will have kick-started a crisis communications strategy set up specifically to minimise the impact. They only have to think back to Gerald Ratner’s use of the word ‘crap’ about his own products, Tesco’s casual interpretation of the term ‘beefburger’ or the effect of Starbucks’ tax evasion exploits. All had an effect on the companies involved but the crisis communication tactics were as different as the results: Ratner could not argue with what he had said and lost everything while Tesco published full page apologies in all national newspapers and Starbucks remained resolutely silent. Only time will tell what the long term implications will be for them.

Meanwhile, at John Lewis HQ no one could be expected to have anticipated this exact scenario but it is certain that a plan is in place for an unspecified eventuality that affects the reputation of the business. So far, a modest explanation of the error has been put forward, but, depending on the extent of the damage, it will be interesting to see what steps are taken next. If the reputational ripples spread no further, it would, however, be foolish to imagine that there has not been a huge amount of frantic activity behind the scenes. Sometimes the best result for a crisis communications consultant is that no news is good news.

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Some of the most common questions we’re asked by organisations relate to social media. Have you ever asked yourself which social media channels you should be using? How can you measure the effectiveness of social media on your business? What’s the best way to manage your social media profiles? If you have, you’re not alone . . .

With 800 million users on Facebook and 200 million on Twitter it is not surprising that businesses are increasingly interested in embracing social media as a business tool. We have certainly noticed a significant increase in our own clients’ willingness and desire to implement a strategy to make the most of the opportunities the twenty-first century phenomenon provides.

SociaLIGHT as a piece of research provides a benchmark against which all future development can be measured and gives executives the opportunity to measure their progress within their sectors and against their competitors.

We would like the launch of SociaLIGHT to go even further than this, however. We would like it to open up the debate; to encourage businesses to look at their own social media efforts in a critical light and encourage them to question whether they are missing out, whether they are doing enough and whether they are concentrating their efforts on the right platforms.

Whether business leaders like it or not, there is no escaping the reach of social media in the modern business world. A haphazard Facebook page and the occasional tweet is a good start but it falls woefully short of what the best practitioners are doing. For the few that are making good progress along the road to full integration, the whole corporate culture has demonstrably taken social media to its heart. For the rest, a change in mind set is necessary to progress to the next stage.

At Admiral we believe that no public relations campaign can ignore social media. As far as we are concerned, SociaLIGHT is just the beginning!

The post SociaLIGHT: An organisation’s journey through social media appeared first on Admiral PR and Marketing.

May 8 2013: Admiral PR today launches its first ‘SociaLIGHT Index’ which ranks the top 200* companies in the North East and North West of England according to their use of social media.

Giant sports firm Adidas tops the SociaLIGHT Top 200, closely followed by Newcastle United Football Club, Sage UK, Sunderland Football Club and Barbour. Unlike many of the companies analysed, Adidas performs particularly well on Google+, a relatively new social media network and also scores highly for how well it engages with people via its own website and Facebook and Twitter accounts.

The companies in the Index are scored by Admiral’s sophisticated measurement tool, SociaLIGHT, which examines over fifteen different social media and online ‘markers’ and ultimately awards companies a score out of 100 to indicate their success.

All the key social media channels are included such as Twitter, Facebook, Google+, YouTube and LinkedIn. Factors including the quality and quantity of content and user engagement are assessed together with the number and quality of backlinks to a brand’s website, plus the levels of its social media influence.

Georgie Cameron, founder and MD of Admiral PR said: “Businesses are increasingly understanding that social media has an important role in their sales and communications strategies, but many are not sure how best to use these channels and how to track their progress effectively. That is why we have developed SociaLIGHT.”

Nine firms out of the top 10 are selling their products and services to consumers, illustrating that consumer-focused companies are more advanced in their social media prowess than their counterparts.

Cameron continued: “On the whole, B2C companies have gone further with the adoption of platforms such as Google+ and YouTube in addition to Twitter and Facebook. “

An Adidas spokesperson commented: “It’s great news to top an index of this kind - focused entirely on how well we’ve utilised social media to communicate with our UK customer base. Although we could never have expected this a decade ago, the explosion of social media called for a change in strategy and has fundamentally transformed the way we do business.”

Cameron added: “The impact that social media can have is very often underestimated by a lot of organisations but things are beginning to change. SociaLIGHT gives companies an opportunity to see how they compare with their competitors and where progress can be made.”

Companies wishing to know more about SociaLIGHT should click here  where they can also request their score.

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Alternatively, for a fee, to find out how you or your competitors perform in the social media space or what the opportunities are for social media to help you to improve your customer service, online reputation or sales pipeline, choose from either a Silver, Gold or Platinum package.

To get started, simply complete the form on our website or call us on 0191 222 0722. Either way, we will do the hard work for you.

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A picture speaks a thousand words…or so they say. And while there is no denying the truth of that statement, we at Admiral PR would like to add a proviso: the right picture speaks a thousand words; the wrong picture says something else entirely and none of it complimentary.

When the news of Margaret Thatcher’s death broke on Taiwanese television, the picture shown was of American actress Meryl Streep dressed in her role as the first female British Prime Minister. However many millions of images of the grocer’s daughter from Grantham might have been available on the web, they managed to choose the wrong one.

An American online publication shows us the perils of Google Image search when left in the wrong hands. The summary of the plot of Charles Dickens’ classic of English literature David Copperfield is accompanied by a photograph of the modern-day showman magician of the same name. Apart from the obvious amusement factor, the key point here is that it makes the writers look plain stupid.

A vicar once told me that he regarded it as his duty to point out potential problems with the names at children’s christenings. Sometimes, he said, couples did not realise that they had given their babies initials that would later embarrass them. Well, a good PR professional is in the same position. It is his or her job to look at everything with a forensic attention to detail, utilising their knowledge of all press sectors, to ensure that their client never says or does something that they might later come to regret. To this end, they sometimes have to impart difficult truths and clients need to be able to have enough trust in them to listen.

I suspect there are few brave enough to have a candid word with Kumbuka, but with his good looks and natural flair for PR that probably will not be necessary.

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We’re looking to recruit an experienced Account Manager to join the team at our head office in Newcastle upon Tyne.

Candidates should have at least three years’ agency experience covering B2B PR including professional and financial services.

If you’re looking for an exciting career and want to join a hardworking, dynamic team, we’d like to hear from you.

To find out more, please email your CV and covering letter to andrea.dixon@admiralpr.com

The post We’re hiring! appeared first on Admiral PR and Marketing.

Q. Why are you standing for CIPR President?

A. The public relations industry stands at a moment in time. We have a real opportunity to assert our value as a management discipline that enables organisations to engage with audiences in a two-way relationship and improve the reputation of the industry via professional development. I’m addressing both issues through a ten point pledge.

Q. How do you think your campaign is going so far?

A. The election has become polarised between modernity and the traditional roots of public relations practice. People are engaging in the debate in a way that they haven’t ever before. That’s fantastic. Ultimately the CIPR members that turn out and vote in the election will decide whether they believe that I am the right person for the job.

Q. Why have you stood as a candidate?

A. As the CIPR has modernised I’ve progressed from member to join the CIPR Social Media Panel (2010), the Council (2011) and most recently the Board (2012). Along the way I’ve completed Chartered Practitioner accreditation and written, spoken and blogged about the challenges that we face as an industry. Following changes to the election rules, it’s the right moment for me to stand.

Q. Why should members vote for you?

A. Two reasons: I believe that I’ve got the vision backed up with the practical commitment of my ten point pledges; and I’ve got the motivation, energy and commitment as a practitioner to take on the role.

Q. You’re a European director at Ketchum and chairman of Admiral PR. Have you not got enough to do?

A. My roles at Admiral PR and Ketchum mirror the challenges faced by the next President of the CIPR. Like many agencies and communication departments they are on a journey to addressing the evolution of professional practice brought about by the fragmentation of media. They too face competitive pressures from other disciplines and organisations.

Q. What do you see as the role of the CIPR?

A. The purpose of the CIPR is to help practitioners develop skills so that they become more valuable, are able to increase their earning ability, and broaden their career prospects. I can show a direct correlation between my skills and my income throughout my career. There’s also an important role in upholding professional standards through a code of ethics and rigorous complaints process.

Q. How are you going to help regional practitioners?

A. The CIPR’s roots as an organisation lie in its membership in the nations and regions. Its value is the sum of the members and the Charter. It is incredibly precious and must be celebrated, supported and nurtured. As President I’d be faithful to that vision and purpose and actively challenge the Board and the Council – the CIPR’s governing body – to do the same in every action taken on behalf of members.

Q. What about addressing the geographic distance between Manchester, Newcastle and London?

A. Through the election process I have recognised that social media is changing how members want to engage with the CIPR through content, services and education. Addressing this issue will drive member engagement locally, regionally and internationally. I have proposed to connect directly with members and the broader industry through a monthly Twitter discussion.

The election for CIPR President for 2014 will take place from 7 to 21 May. You need to be a member of the CIPR to vote. The President for 2014 will be announced on 24 May.

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Jemima may not have intended her words to be preserved in such a fashion but, by choosing to express herself through the medium of Twitter, she broadcast 147 characters to her followers and, through the ripple effect that typifies cyber communication, to millions of others, finally finding them produced in print on the pages of a national newspaper this morning. She may have written her words on impulse but, like it or not, they are out there now, and there they will stay.

You see, Twitter presents us with a dichotomy: immediate permanence. Applauded for its immediacy, spontaneity and informality, the social media platform also provides a permanent log, preserving the random thoughts of millions of people. Even when a tweet is deleted, it is still on record because somebody somewhere made sure it was. Ask the football industry, where tweets are frequently withdrawn, but nonetheless remembered. The Twitter Dichotomy needs addressing but not just by celebrities whose reputations might be tarnished; as a medium favoured by business, Twitter presents reputational challenges for company managers as well. If a disaffected customer tweets a complaint it can be seen by all the company’s followers and, pretty soon, by many potential customers as well. And although it is desirable to promote relationships and interaction with customers through Twitter, company bosses do not want to see a squabble developing in full public glare. For an astonishing Twitter bickering session between Cineworld and a disgruntled customer, take a look at this: https://twitter.com/AlanBishop85/status/326722006869479424 which appeared earlier this week.

We advise clients to use Twitter as a signposting tool as much as a means of engagement, encouraging people to look at a blog, a website or a link. By the same token, we advise clients to apologise immediately for any error but when it comes to an exchange of personal information, to move the discussion from Twitter to direct mail. For this strategy to be effective, Twitter accounts need to be monitored regularly and responded to immediately. For many companies the job is assigned to a delegated individual or team, depending on the size of the business, and obviously other social media platforms are affected to some extent by similar issues so the management of Facebook, Google+, Linkedin and others  are best included within that portfolio.

Remember first impressions count. When Nancy Astor said to Winston Churchill, “Sir, you’re drunk!” he replied, “Yes, Madam, I am. But in the morning, I will be sober and you will still be ugly.” No company wants a prospective new customer’s first impression of them to be a squabble between an angry customer and a customer services worker broadcast in detail on Twitter. Or worse still, a complaint being ignored.

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In a series of laboratory tests a bunch of men were asked to look at photographs of women and asked to read a range of emotions on their faces from irritation to despair. One wonders if ‘does my bum look big in this?’ or ‘of course I don’t mind’ facial messaging was included. The conclusion was that men find it easier to read an expression accurately when it appears on another man’s face while a woman’s expression is very puzzling indeed. This may explain the gifts of household appliances at Christmas or the belief that women really do love watching men tinkering with cars. What the world will do with this startling bit of information is anyone’s guess but at least we now know that we weren’t just imagining it.

This week, we launch our SociaLIGHT Index for the North of England, which is the culmination of six months’ hard work analysing and investigating the social media performance of prominent businesses. As a specialist social media PR agency, we had long suspected that consumer-orientated companies were embracing social media to a greater extent than those with niche business to business models. What we have now is undeniable proof. That said, it’s never quite as simple as it at first seems and there are other interesting insights to mull over too.

With statistics at our fingertips we are able to lay down a benchmark of where companies in the north are on their social media journeys. We can see the early adopters, the followers, the reluctant participants.

To find out more about SociaLIGHT and our findings, keep an eye on our website, the printed and online media as well as Twitter, Facebook, Google+ and Linkedin.

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