Philip Sheldrake

Menu Close

Tag: cipr (page 1 of 5)

Learning to measure and measuring to learn

PR measurement and evaluation
The CIPR is in the process of updating its research, measurement and evaluation guidelines (PDF). The current edition is dated March 2011 and harks back to when I used to chair the CIPR's measurement deliberations; the current initiative is being led by Matt McKay and Martin Turner.

Here's a short but important extract from the current guidance:

Every organisation should have a mission (why we exist), values (guiding behaviour), a vision (what do we want to be), objectives (breaking down the vision) and strategy (how we intend to get there / achieve the objectives). Given that measurement isn't just the detached collection, analysis and presentation of data but a powerful management tool in itself, a powerful way to align each employee’s day-to-day activities with the strategy, this cascade must continue robustly, transparently and visibly.

People perform as they are measured, so the measures must drive strategically important behaviour.

And as each marketplace is unique and as your organisation is unique, your strategy will be unique. And so, therefore, will be the suite of measures you design, deploy and manage by.

Read more

Share This Too

Share This TooEver since we started the CIPR Social Media Panel we've been a pro-active bunch. I haven't got the stats to prove it, but I'd bet the panel is the most active CIPR group. We launched the successful "Social Summer" sessions, developed Wikipedia guidance (subsequently adopted by equivalent organisations in Canada, Australia and South Africa), created CIPR TV, published the CIPR Social Media Guidance, updated the CIPR's own social policy, published the CIPR Guide to Social Media Monitoring, and much more.

Social Summer was the genesis for the 2012 book, Share This, currently listed by Amazon amongst its UK Top 50 books in the PR category, and US Top 100. (Note to Amazon: PR is not a subsidiary discipline of Marketing, so the PR category should not be subsidiary to the Sales & Marketing category.)

Having had the distinct pain of editing Share This, Stephen Waddington demonstrated his masochistic side by proposing a follow up this year. Fortunately, Rob Brown volunteered as co-editor, and tonight is the launch party at the British Library of Share This Too.

Here's the blurb from the CIPR:

"The book is split into 33 chapters over eight topic areas, covering the future of public relations, audiences and online habits, conversations, new channels, new connections, professional practice, business change and opportunities for the public relations industry, and future-proofing the public relations industry.

"Each chapter has been contributed by one of the foremost experts in the given subject area, and the foreword for the book is from Brian Solis, digital analyst and author of What’s the Future of Business (WTF).

"Share This Too has been edited by CIPR Board Members Rob Brown and Stephen Waddington with contributions from Dominic BurchRobin WilsonGed CarrollKate MatlockAdam ParkerMark PackSharon O’DeaPaul FabrettiMichael LitmanRussell GoldsmithStephen DaviesScott SeabornDan TyteMatt ApplebyKevin RuckHanna BashaChris NortonBecky McMichaelRachel MillerStuart BruceRichard BaileyJane WilsonJulio RomoJed HallamKaty HowellGemma GriffithsPhilip SheldrakeRichard Bagnall Drew BenvieAndrew Smith and Simon Collister."

Share This, and Share This Too. Photo by Stephen Waddington.

What is social business?

[Originally written for the CIPR Friday Roundup.]

I've been writing Friday Roundups for five and a half years and this is my last one. The circulation has grown from eleven to nearly eleven thousand, we merged it into the CIPR three years ago, and I'm delighted it's carrying on in their safe hands.

We have covered the full gamut of PR topics in this time, but a tag cloud of the 275 roundups would probably need to render "social media" in font size 100!

Increasingly however accomplished social media practitioners are asking a most pertinent question – now what? Well, it appears the answer to that is acquiring the name "social business", and it's increasingly been my focus of recent times. You might say social media are the eggs in the social business cake.

I've tried to design one question to both convey what social business might be exactly and to give the person attempting an answer real pause for thought in relation to their own organisation. I think I'm making progress with the following question, what do you think?... Read more

How dare they!

[Written originally for the CIPR Friday Roundup.]

You should not make edits to a Wikipedia entry when you have a conflict of interest, as any PR practitioner does in relation to their employer or client. Simple.

CNET screenshot BP Wikipedia

This Wikipedia rule is reflected precisely in the CIPR's Wikipedia guidance, published by the social media panel last summer and supported by PR bodies in Canada, Australia and South Africa. (Although not yet in the US.) Read more

Do you believe it?

[Originally written for the CIPR Friday Roundup.]

The 2007 report from the Arthur W. Page Society, The Authentic Enterprise, identified four new leadership priorities and skills demanded of the Chief Communications Officer:

  • Leadership in defining and instilling company values
  • Leadership in building and managing multi-stakeholder relationships
  • Leadership in enabling the enterprise with ‘new media’ skills and tools; and
  • Leadership in building and managing trust, in all its dimensions.

Building Belief - Arthur W Page SocietyThe report marked the beginning of a rethink at the Society that culminated last year in Building Belief: A New Model.

I'm a fan of the Society and made sure to reference the four leadership priorities in my book The Business of Influence. I'm slightly obsessed with defining the role, skills and traits of CCOs, if only because this matter appears to be mission critical when it comes to making an organisation fit for the 21st Century. If you share this interest, do take time to familiarise yourself with Building Belief if you haven't already done so.

As we approach the first anniversary of Building Belief, I'm very interested in gathering reports of the model in practice, particularly as it complements aspects of the Six Influence Flows model. If you have a story to tell in this regard, do please drop me a line.

Arthur W. Page Society Chairman, Jon Iwata, on Building Belief

Are you a professional or a user?

I've never been fond of the word 'user'? It lacks the caring qualities of a much more appropriate word, customer, and even evokes images of substance abuse.

On making this point, I'm asked what I'd call people benefitting from a service or application without handing over their hard-earned. Well, customers of course. In such situations they're simply paying with a different currency, such as their personal data and/or attention, which the supplier of the service does its utmost to monetize.

But in one instance, I like that evocation of substance abuse. Of addiction. Of misuse.

Do allow me to explain and let's see if I've just been critical of you or a colleague. Please go easy on me if I have, my intentions are honourable.

I had the privilege of speaking with 150 Masters students at Imperial College London yesterday, taking their Technology in Marketing module. All marketing activity in 2012 is underpinned or impacted by technology, and thousands of tech vendors tempt us with thousands of marketing and PR applications, tools and services. And we buy them. Lots of them. The question is, are you a professional or a user?

What's the difference?

Read more

The CIPR Friday Roundup +/- 5 years

[Originally written, obviously, for the CIPR Friday Roundup.]

The Kardashians first appeared in October 2007 just as it was becoming difficult to get a mortgage. I don't believe the two were related. I also sent out the first Friday Roundup... to eleven recipients.

Five years and 250 editions later (missing out the festive seasons), it's gone out to 9345 of you, which is fantastic. But let's look at some more interesting October 2007 facts, spanning the full gamut of topics we've covered here for PR professionals.

Facebook had just passed the thirty million user mark, approaching half that reported by MySpace. There were 350,000 of us on Twitter and ten million odd on LinkedIn – now half a billion and 175 million respectively.

There was no Kindle, no Android, no tablets, and no Justin Bieber. Nokia was number one in mobile phones, bigger than numbers 2, 3 and 4 combined. The Blackberry 8800 and the very first iPhone were the executive must-haves.

There was no FourSquare, Groupon, Pinterest, Instagram, Angry Birds, Prezi, Quora, Spotify, Mendeley, Blippar, Dropbox, Tweetdeck or Google+. And these were pre-Chatroulette days too, and pre-Barcelona principles come to that.

Read more

Internal communications discussed on CIPR TV

The latest episode of CIPR TV went out live yesterday afternoon, with plenty of interaction from the audience. The programme's guests are Jenni Wheller (@jenniwheller), Internal Communications Manager at SSP UK, and Mike Grafham (@mgrafham), Head of Customer Engagement at Yammer.

I think you'll agree the audience's questions and the guests' responses make for an interesting show. Rather than repeat anything covered in the show, I'll just take a few paragraphs here to make another observation.

Read more

FIR Interview: Neville Hobson interviews Stephen Waddington and me about Share This

Neville HobsonShare This, the new book from the CIPR Social Media panel and friends, is selling rather well indeed. Having shot straight in at number 1 on Amazon UK's best new business book releases, it now resides at number 13 in the Sales & Marketing category.

Wiley, the publisher, has taken more than a handful of bulk orders directly from PR agencies, which of course don't then register on the Amazon charts else I'm sure the book would be Amazon's number 1 of course!

Neville Hobson, of the massively successful FIR (For Immediate Release) podcast, invited Stephen Waddington and me to discuss the book's content, audience, and the panel's future plans. Follow the link to listen now.

FYI, you may recall Neville interviewed me once before at my book launch party last year.

(Photo credit: Neville Hobson presenting at SMPR2012 by Coopr PR Bureau.)

Share This: The Social Media Handbook for PR, by the CIPR Social Media Panel

Share This book cover

After three months of social collaboration involving two dozen authors, we're just a few days away from publishing Share This: The Social Media Handbook for PR (Amazon UK). The authors, all members of the CIPR Social Media panel or friends of, decided that that there was a need for a handbook that covers the full gamut of issues facing the PR practitioner in 2012.

Incredibly, Lord Sugar provides the endorsement for the front cover :-)

I'm delighted to have authored two of the chapters, Chapter 17 on real-time public relations, and the final chapter looking at the future, beyond social media.

Here's the introductory video featuring CIPR CEO Jane Wilson, and then the Table of Contents. Read the CIPR's press release here. Pre-order your copy today!

 

Read more