The 2010 MIPAA Business Academy annual PR Masterclass: WORLD CLASS provided an insight into the skills and knowledge required for senior communicators, particularly in an environment where marketing and PR are harder to distinguish and global crisis can emerge from nowhere (with the added complication of online citizen journalists). See below for links to presentations and other discussion points from the event.
Professor Tom Watson, Bournemouth University Media School presented data highlighting the competencies required from future senior communicators - showing how a wide business understanding is critical to working at the “marzipan level”. Presentation: Senior Communicator of the Future
Simon Sproule, communications director, Renault-Nissan Alliance considered the need for a new hybrid senior communicator, able to manage both strategic marketing and public relations disciplines to achieve maximum return on investment in a global context. Presentation: A New Profession
General secretary’s notes on presentations/discussions:pr_masterclass.
A panel discussion moderated by AA President, Edmund King and featuring Scott Brownlee, General Manager, Press & Public Affairs, Toyota GB Limited, plus the other Masterclass speakers, looked at how to gain control and manage global reputational impacts.
Richard Griffiths Head of strategic media, Ketchum Pleon gave his thoughts into the strategic challenges presented by the emerging new media landscape (including the rise of citizen journalism).
