Ellie Lovell

For a while now I have been thinking about the final assignment as part of my CIPR Diploma – the Personal Project. This is a piece of self-directed research into a specific aspect of PR practice and/or theory. It will be a 6000 word research document including a literature review, primary or secondary research, and hopefully some interesting conclusions/implications for public relations.

Over the past few weeks I have been toying with a few ideas that are of interest to me…

1. City Image and Identity: A Birmingham Case Study

How do people develop their view of the city? And how can this be influenced by PR? Who are the Gatekeepers? Who controls the messages – organisations tasked with PR or media? How is the image and profile of a city co-ordinated?

This idea translates the theory of corporate image and identity, organisational culture/structure, the cultural web of the organisation and the organisation’s paradigm (the overall reflection of the culture) would look at how these theories might apply to the wider context of a city.

2. PR2.0: The importance of the web in Public Relations

My original thoughts for this project were something along the lines of: “The pace of change of web2.0 technologies and the growing role they play in people’s lives means that public relations practitioners must really understand these new communications tools and integrate them into their communications toolkit.”

I hadn’t really thought this project through to be honest, I find continual talk of ‘Web 2.0’ a bit tiresome now. I work in online communications and I love my job (and I love the internet) but Web 2.0 is not a new phenomenon and I don’t want to produce a piece of work that is repeating old news. I’m not playing down the importance of social media tools, online community etc but I want to produce a more timely piece of work that will say something relevant in the medium/long-term, not the short term.

3. The Relationship between ‘Brand’ and ‘Reputation’ (in Higher Education)

My latest idea (and possibly my current favourite) would consider the relationship between ‘brand’, typically a tool of marketeers, and ‘reputation’, the concern of public relations. Inspired by Chris Chapleo, Portsmouth University and Justin Shaw, Communications Management, I might go further and focus on the higher education sector and University brands. They presented preliminary findings of some research into “Successful University brands and reputation” at the CASE Europe Annual Conference in Brighton. Their research so far has been qualitative only and I would need to find out their plans for the rest of their research as I wouldn’t want to steal their idea.

Doing a bit of online research on the idea I found an interesting blog by Elliot Schreiber, Brands and Reputation. He says: A Good Corporate Reputation Starts with a Good Corporate Brand

Most communications professionals do not recognize that building a good reputation is directly linked to the relevance their corporate brand has with key stakeholders. Too often, public relations and communications professionals try distance themselves from the term brand, arguing that it is related to marketing and advertising and narrowly focused on products and customers. This is not and should not be the case.

I do worry that my tutor will think this last idea is too marketing focussed so I will need to ensure there is good relevant PR theory considering the relationship between brand and reputation without it just being a discussion of definitions.

So they are my ideas so far. I obviously need to give them some more thought and consider the PR theory that will form the basis for the research and then the original research that I can undertake to produce some new and interesting ideas to contribute to the PR profession!