work – Ellie Lovell

So it’s my third week at Pickle Jar Communications and the first two weeks have been very busy and exciting! Here are some of the things i’ve been doing…

I flew up to Newcastle and spent two days in the office getting to know my colleagues and familiarising myself with client projects, systems and processes
I attended a workshop with clients in Oxford to help explore different content formats, content values, persona development, customer journey planning
I attended a workshop with City University in London to help inform the Social Media Strategy that we are preparing for them
I went to the Content Marketing Show in London and heard lots of different organisations, brands and agencies talking about how they are using content marketing and best practise.

And i’ve spent 5 whole days working from home without going mad! I’ve been analysing audience and stakeholder research, preparing a social media strategy, writing up findings from workshops, and writing website copy for an international school in America!

It’s involved a few calls on Skype and GoToMeeting and lots of collaboration on sites such as Realtimeboard, Slickplan, and Gathercontent!

Any tips for remote working gratefully received! Or if anyone wants to pop around for a “meeting” and a cup of tea, visitors to my “office” are always welcome!

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!

This afternoon I arrived home from a four-day conference in Brighton – the CASE Europe Annual Conference 2008. For those who don’t know, CASE is for Marketing, Communications, Fundraising and Alumni professionals in the Higher Education sector.

I haven’t got time to write about it all now (I need to catch up on some sleep and rest my brain) but I thought I would just list the sessions that I attended this week so that I could recap/reflect/review them in the future…

Why universities need to engage with the media
Tara Brabazon, Professor of Media Studies, University of Brighton

How do university leaders prevent the “wisdom of crowds” – of blogs, podcasts and social networking sites – from whimpering into mediocrity and banality? Since 9/11 there has never been a greater need for intelligent commentary by scholars to rebuild citizenship and a commitment to social justice. Join Tara to discuss the need to understand the impact of digitisation on the societies we serve.

Developing a brand-focused digital strategy
Helen Aspell, Head of Digital Marketing, University of Southampton; Dean Russell, Digital Marketing Consultant and James Souttar, Senior Brand Consultant, Precedent

Explore how the changing landscape of digital technologies will shape the agendas of brand development into the future. This session will present the results of the recent collaboration between Precedent and the University of Southampton, demonstrating how the adoption of technologies can be made easier with a consistent approach based on business objectives and audiences.

Consumer buying behaviour and the Higher Education decision-making process
Claire Brown, Director of Student Recruitment and Admissions and Matt Smith, Head of Student Recruitment Marketing, University of Liverpool

As prospective students adopt an increasingly consumerist approach to their decision-making in Higher Education it is important that universities understand their key choice criteria and how this may vary throughout the UCAS Cycle. Linking Kotler’s five stage consumer decision-making model to the UCAS cycle, this session reveals research which can be utilised to inform a recruitment marketing communications strategy.

Old school v new cool: How prospective students use traditional, modern and social networking media when picking their university
Eleanor Simmons, Associate Director – Higher Education, Opinionpanel Research

With the media available for prospective students to use when deciding which university to apply to ever increasing, this presentation looks at the role of modern and traditional media and the most recent addition: social networking sites.

CRM for student recruitment – A practical session on how to successfully select and implement CRM
Stephen Macdonald, CEO, Azorus and Susan Vercruysse, Assistant Register, Ryerson University

CRM can appear a daunting technology acquisition when in reality it is a platform to market your institution to today’s web savvy generation. Hear how Ryerson University, a Canadian university operating in an environment similar to the UK, has differentiated itself and gained a competitive advantage by delivering services over the web.

Crisis v “no comment” – how universities tackle the ethics of today’s media
Tara Brabazon, Professor of Media Studies, University of Brighton; Ann Mroz, Editor, Times Higher Education; Peter Slee, Deputy Vice-Chancellor (Student and Staff Affairs), Northumbria University; chaired by Ian Rowley, Director of Communication and Strategy, University of Warwick

Today’s media is 24/7 leaving Vice-Chancellors and their hard working press officers no let up from the constant demands for comments in newspapers, broadcast and online communications. In a world of no fixed deadlines three experts debate how to get the best out of the media and whether it is ever safe to turn off your Blackberry.

Internet search – the journey has only just started
Richie Jones, Creative Technology Director, Yucca

This session will deal with how people use search, how this has changed in the Google Age and what the future of search could be. We’ll survey paid search (PPC) and natural search (SEO), looking at how the two can be used strategically, and ways to rapidly improve your website.

Successful University brands and reputation
Professor Chris Chapleo, Senior Lecturer, Human Resource and Marketing Management, Portsmouth University and Justin Shaw, Director of HE Practice, Communications Management

What makes a “successful” brand in higher education? In this session Chris and Justin will present findings and discuss the implications of new Portsmouth University research into perceptions (within and outside the sector) of successful university brands. Delegates will also be able to explore reputation drivers for their universities as part of this session.

Harnessing technology to enhance your marketing and recruitment processes
Maggie Frantz, Head of Operations, Hobsons

This session will explore how universities in the UK, US and Australia are using technology to engage more effectively with prospective students. Maggie and a representative from a partner university will explore how CRM systems and innovative use of Web 2.0 technologies can enhance your marketing and student recruitment activities, to convert enquirers into enrolled students.

Closing Plenary
Leadership and team-building in a transcultural marketplace
J. Frank Brown, Dean, INSEAD

The ability to build teams is a necessary skill for a leader. In the international context, building teams with a global point of view is imperative. How do we help the people we work with to transcend the boundaries of discipline, context and country? And what results can we expect if we succeed?

I hate when blog posts start with “I haven’t blogged for ages” but I feel I need to say it! It’s been almost a month but I have been pretty busy! Very poor – especially since I was given a plug on Matthew Watson’s blog – I now have something to live up to!

So the month of July mostly consisted of my CIPR Planning Assignment but it was a massive relief to finally submit it and have it out of my life (unless of course I fail and have to re-submit!). Generally in life, I like situations when you know what the right answer or direction is – but this assignment was like feeling my way in the dark. There were so many options or possibilities that the ‘right’ answer was hard to find so who knows how I got on! Well, I guess I find out in mid-September! I am already thinking about the final project for the CIPR diploma – a 6000 word research project on a topic of our choice – but I will blog more about that another time!

Apart from that I have been enjoying having my social life back and have been to a few parties including Pickle Jar Communications 1st Birthday party and the University of Warwick’s Staff Summer Party. I have also celebrated Mom’s birthday and waved goodbye to my cousin Maria who was home for the Summer after three years living in Jakarta, and has now moved on to Singapore for two years! Plus it’s my own birthday tomorrow and on Sunday I am going to London for my friends daughters 3rd birthday. Then a week today (next Friday) my cousin is having a baby! There really is no rest for the wicked!

Work has also been pretty busy lately. People think that it’s quiet at a University during the summer months when there are no students around but they are quite wrong. There are lots of preparations to be made for new students especially with A-level results, clearing, confirmation, enrolment, preparations for induction etc. The University has also taken on a new enquiry management system to assist communications with prospective students and applicants so there is a lot of planning going in to that as well as the usual ‘comms’ stuff.

So after that re-cap, I think I need to change my approach to blogging and try a more little-but-often approach as this entry is far too long and boring…!

So I have resigned myself to the fact that, like April, July is going to be pretty much…

Where is my sunshine?

We received our CIPR planning assignment on Monday 30th June and progress so far has been slow. It’s a pretty tricky assignment and being busy with work I just haven’t made much headway with it so it’s time to knuckle down!

I have lots of things to look forward to in August so that should keep me motivated. I’m making a note of them here so that when I am struggling with the assignment and feeling miserable I can remind myself of the fun to come!

Saturday 2nd August – Leaving Party for Sam and Mark (colleague and her husband who are moving to Brighton)
Wednesday 6th August – Pickle Jar Communications‘ 1st Birthday Party
Thursday 7th August – University of Warwick Staff Summer Party
Saturday 9th August – Nottingham for final CIPR Diploma teaching session
Tuesday 12th August – Mom’s Birthday
Wednesday 13th August – Mom’s twin sister (Mag) coming over from Dublin
Saturday 16th August – My Birthday – there will be a whole weekend of celebrations for this but I haven’t got round to planning it yet!
Monday 18th August – Going to see Mary Poppins at Birmingham Hippodrome
Friday 22nd August – Cousin Laura having baby (if not earlier!)
Saturday 23rd August – Casey Leaver‘s 30th Birthday
Tuesday 26th – Friday 29th August – CASE Annual Conference in Brighton

EDIT: this list is not exhaustive – I shall be adding to it!

So, bring on August when I will feel more like this…

I can do anything if I try

EDIT: I also feel that August might need a theme tune so am open to suggestions…preferably in the form of links to YouTube please!

Want to know what it’s like studying for the CIPR Diploma…? Well I may have bored you enough already with my discussion of the first assignment (the Critical Reasoning Test) but no sooner had we received our results we were given the details of our second assignment, the Planning Assignment.

I can’t really complain – the deadline for the first assignment was the 29th May and I have done very little studying since then but the trouble is that when the assignment details are released there is approx three or four weeks of (almost) hell trying to complete it! I am the type of person who likes to agonise over these things and I do generally aim for perfection so I probably make it harder than it needs to be but I can’t help who I am!

The first assignment tested academic understanding of theory. The next assignment is putting the theory into practise by developing a step-by-step communications plan in response to a crisis or issue. The main plan is 3000 words long and should be accompanied by a 2000 word rationale explaining the theory behind your chosen approach to the task. The deadline is 1st August so it’s a good job I didn’t have much planned for July!

CIPR Diploma Unit 2.2 – Planning Assignment

Aims: to encourage students to demonstrate their ability to apply planning theory acquired in Unit 2.2 to practical public relations activities

Objectives: to produce an action plan and rationale for a charity launching a campaign in the face of competition from a similar campaign launched by a private sector organisation. The plan should detail key issues and develop a strategy for maintaining reputation in the long term.

Scenario: you are the Director of Public Relations and Fundraising for a leading charity devoted to research into the causes of heart disease. Approaching the end of a two-year planning period, you are one month away from the launch of a new campaign, entitled ‘Let’s Kill Heart Disease’. The campaign aim is to raise the equivalent of £3 million over the next two years for distribution to the charity’s medical research units throughout your country.

During your regular Monday morning staff update session, one of your junior press officers mentions that a friend of hers who works for a leading cereal manufacturer has mentioned that her company’s new Corporate Social Responsibility initiative is remarkably similar to your campaign. Entitled ‘Stop Heart Disease. Dead’, the company has set a fundraising target equivalent to £1 million over the next 12 months. The funds raised will be distributed among scientists from anywhere in the world submitting successful funding bids that involve research into the heart-health benefits of cereal. The company has significant backing from a range of existing celebrity endorsers, and will be using high-impact TV and billboard advertising to publicise its campaign.

You are due to present to your charity’s board of directors in two days time, where you will be required to provide:

A step-by-step plan to manage communication around this issue, providing a clear list of actions in order of priority and a summary of content for any written communication outputs
A proposal to establish an issues management group, to monitor opportunities and threats, build and maintain the charity’s reputation in the longer term
A rationale for each step of your approach

So, that’s the task… now to start planning…

P.S. This blog post is not a true reflection of what it is like to be studying for the CIPR Diploma as the opening sentence suggests… you should read the rest of my blog for a fuller picture ; )

Today I found out the results of my CIPR Diploma CRT (Critical Reasoning Test) and was delighted to find out I passed with a distinction.

I was a bit hesitant to post my assignment on my blog before receiving the results for fear that it wasn’t any good but now I can share my work without worrying so much. I am sure that there are many people who have an opinion on the role of PR in the blogosphere and may disagree with some of the viewpoints in my assignment so feel free to share…

There is an increasing number of individuals and organisations entering the “blogosphere”, where reputations are played with by almost everyone, from anonymous mischief makers to the openly concerned. Your CEO has heard that her name has been mentioned in an anonymous blog and she wants to retaliate.

Before you advise her as to what is best to do, write yourself a reflective paper about public relations and the “blogosphere”.

The 21st century has seen the development of many new communications tools on the internet, and a massive rise in the number of people publishing content online. Web applications such as blogs, wikis and social networking sites have become increasingly popular, and faster broadband connections have made access to these tools more widely available. These advances in digital technology, and the new audiences they bring present fresh challenges for public relations and prompt us to reconsider more traditional theories of public relations as well as assessing the challenges and opportunities that these tools present. This paper is designed to reflect on some of these existing theories and their application to the blogosphere, consider possible applications of the tool in PR, and analyse case studies demonstrating good and bad practice. In order to give a broad consideration of PR and the blogosphere, it may not be possible for a thorough analysis of all aspects of theory relating to blogging, but the flowing discussion should provide greater understanding of the blogosphere and it’s relevance to public relations.

Ellie Lovell

Week 3 as a Pickle

I haven’t blogged for ages…

Looking ahead…

Planning the Planning Assignment

PR and the ‘Blogosphere’

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