Key content creation and ethical roles for PR highlighted at inaugural Channel Islands PR Forum

Friday 16 October 2015

Public Relations professionals in the Channel Islands have the opportunity to be leaders in digital and international campaigns and play a key corporate governance role in the modern business, according to speakers at the first ever PR Forum to be held in the Channel Islands last month.

At the event, organised by the Channel Islands Group of the Chartered Institute of Public Relations (CIPR), entitled ‘Future Reputation’ and held at i2 in St Peter Port on 24 September, trends shaping the communications landscape globally were explored by a diverse line-up of visiting speakers from digital, international and academic PR practice.

The rapidly evolving digital communications environment was a central theme of the Forum and was debated in a panel session featuring Stuart Bruce (Principal of Stuart Bruce Associates), Steve Dunne (CEO of Digital Drums) and Andrew Bruce Smith (Managing Director of Escherman).

They argued that, with technology significantly shortening attention spans online, this presents a “golden opportunity” for PR practitioners to act as “content creators and storytellers” to engage with audiences in creative ways. Pointing to recent examples of ‘flogs’ (fake blogs) and manufactured online endorsements, they also added that technological advancements inevitably mean ethical boundaries will be pushed and that PR professionals have a responsibility to ensure ethical behaviour is maintained.

In other sessions, a number of the guest speakers also stressed the PR industry’s focus on professionalism and ethics. Paul Mylrea, Director of Communications at the University of Cambridge, emphasised the importance of integrity in building trust with senior figures within organisations, whilst lecturer Dr Jon White explored the role PR professionals could occupy as upholders of corporate governance within the modern organisation.

Dr White also explored the significance for PR professionals of an ongoing project by think tank Tomorrow’s Company, which found that 80% of the value of publicly listed companies is bound up in intangible assets, including their reputation. Dr Barbara Gibson and Eva Maclaine talked about the issues facing PR professionals working on global campaigns, highlighting in particular the need to fully understand cultural differences when involved in projects in overseas markets.

The event was introduced by Sarah Pinch, President of the CIPR, who emphasised the organisation’s current focus on ethics and gave an update on the work it was doing to address the identified gender pay gap in the industry, which she described as “unacceptable”.

Adam Riddell, Chair of the CIPR Channel Islands Group, said: “This was a fantastic first ever PR Forum for the Channel Islands, with our first class guest speakers sparking some really insightful and thought provoking debate about the future of PR practice. What was clear from the event was that ethics is increasingly forming the core of PR practice and that PR professionals have a growing opportunity to act as the ethical conscience of boardrooms.

“What also came across strongly was that communication through digital platforms is only part of the equation. Smart use of technology also requires intelligent content creation, the domain of PR practitioners, whilst complex cross-border communication ultimately requires a human appreciation of cultural difference. With such a rich landscape of innovative, globally focused businesses in the islands, there is a genuine opportunity here to become experts in international communication.”

The CIPR Channel Islands PR Forum 2015, which was sponsored by Orchid and had BL Magazine as its media partner, raised £155 through ticket sales for iProvision, the CIPR’s charitable fund for PR professionals in need. The event also formed part of national Ethics Month.