Preparing for worst case scenarios, the role of communications in corporate responsibility, and the role of PR in reviving a brand were just a few of the topics on the agenda at the CIPR's National Conference yesterday. Held at Claridge's in London, over 130 delegates attended a mixture of speaker sessions and discussion groups. Judging by the positive feedback, the day was a great success, giving delegates much to take back to the office.
One popular discussion group focused on the role of PR in marketing. Inspired by the report commissioned by the CIPR’s Marcomms Group, 'A marketing communications scenario for 2010', this session focused on the suggestion that PR could position itself to become the prime driving force in marketing communications. Research highlights that of a total £2.4 billion marketing communications spend in the UK in 2004, 60% went to below-the-line elements including PR. The same research shows that PR is the second fastest growing area in this mix, something speaker Professor Philip Kitchen from Hull University Business School believes is a great opportunity for the industry.
In an age where consumers are taking control of the way messages reach them, thinking about how they are making sense of communications in the 21st Century is essential. Professor Kitchen talked about an integrated approach with the tools and techniques of PR recognised as a vital element of achieving marketing objectives. Discussion within the group centred on the often confusing distinctions made between the two disciplines, with many in agreement that the dividing lines can be artificial and political. It was felt that there was a need to lessen confusion between the two by clarifying to clients what PR can achieve and what marketing can achieve - but also a sense that only by placing PR professionals in the role of prime advisor on communications would fees and position be cemented.
Other discussion groups on the day included sessions on demonstrating how PR can add value, harnessing the power of lobbying and the concept of payment by results.
CIPR President Tony Bradley opened the conference looking at new developments in the public relations profession. Bradley has travelled extensively during his presidency and highlighted the importance of the CIPR’s international influence, especially in China’s growing public relations market.
Meanwhile, Paul Mylrea, Transport for London Group Media Relations PR Director, talked about getting the most from a PR Team. Mylrea said teams needed to common goals to work effectively. Amongst the tips he proposed to delegates was the idea of taking a gamble when hiring staff and not always appointing the safe candidate; being brave enough to have that management conversation with someone sooner rather than later when the team is not working; and going beyond the simple interview and involving other staff who will be working with the new person.
Paula Cummings, World Vision UK celebrity co-ordinator, also provided delegates with insight into the power of celebrities to promote campaigns: ”Love them, or hate them, celebrities are the currency of the lifestyle media,” she said.
Managing director Stephen Howard from Business in the Community closed the conference by challenging delegates to look at the way their organisations do business and see how they can add value to the community through their PR.
More information on the speakers can be found on the conference website www.cipr.co.uk/conference.
Hosted by the CIPR and in London for the first time on Monday 23 & Tuesday 24 June, at the InterContinental Hotel, Park Lane. This exciting and challenging two-day conference will bring together PR practitioners from across the globe to share best practice, exchange ideas and discuss common concerns. 
