Andy Green, FCIPR, author of Creativity in Public Relations, believes these are ‘sensational times’, which offer real opportunities for PR. “Everyone is faced with doing more for less, which requires flexible and creative thinking.

“In an age of disruption, we are forced to make changes – and challenge assumptions that limit us from finding new solutions. Creativity techniques help us to do that.

“Use the power of sagacity – that’s using hindsight in advance. When we look back, it’s easy to see the opportunities we miss at the time. Flexible thinking helps us see these Golden Swans – opportunities to do something different.

“It’s a time to be brave, to be 100% accountable and persuade others to invest in PR. Do your ideas highlight urgency and importance? Can the solution be implemented in small steps? Is the answer low risk – and will it deliver a quick win. Hit these five buttons to get your ideas adopted.”

Tony Spalding, FCIPR, chairman of Roadsafe and former PR chief at Ford, British Leyland and GM, says PR practitioners must make themselves indispensible to their bosses, by providing strategic advice.

“The aphorism ‘when the going gets tough, the tough get going’ could not be more apt for the challenges that lie ahead for the motor industry and for the communications teams in particular as they climb their way out of this horrendous recession. Reputations and brands will have to be rebuilt in the industry as it will have been reshaped by the collapse in profits, vanishing sales – and the demands of CO2 legislation in defining future products. PR communications has to play a major role in helping companies meet these challenges.

“There are five golden rules for PR – be active; deal only in facts; remember the human angle, respond fast and be professional. In PR we must be like Caesar’s wife and above reproach. The sphere of influence for PR is expanding – you need a wide range of media contacts, not just motoring; as well as understanding of issues that are of interest to politicians and civil servants. Being informed on a wide range of issues that affect the organisation strategically is one way of ensuring you are indispensable.”

Tim Zecchin, Senior Account Manager at Media Measurement recommends evaluation to help practitioners respond to the fastchanging PR landscape.

“There is a real lack of PR management reporting and senior execs are looking for proof of effectiveness before allocating budget. It is also impossible to plan strategically without reviewing the outcomes of previous activities. Evaluation enables you to know where you need to focus attention and so make best use of reduced budgets.

“Measurement need not be expensive – but it does need to be useful. The real value comes when analysing messages in context. Knowing how and where your message is coming across, and where it is not, enables PR to make a strategic difference to the reputation of an organisation and its brands, with identified target audiences.

Powerpoint presentation: andy_green