The 2015 MIPAA PR Masterclass, attended by over 40 people, focused on the Road Ahead, a time of increasing congestion, convergence and questions about the continuity of traditional PR, marketing and journalism practices.
Feedback from the day provided a 100% recommendation to attend future MIPAA events – further insightful comments and testimonials are provided below.
Most highly praised was the keynote address by Ray Massey, Transport Editor at the Daily Mail – who proved to be exceptionally well placed to offer a strategic look at the relationship between PR, marketing and journalism in today’s multi-media world. Ranging from how he was inspired to become a journalist by movies, such as All the President’s Men and The Front Page, to his experiences in the US and Japan, Ray outlined how his classic training and background was the ideal foundation for the modern challenges of the online, global modern world. Using examples, Ray offered tips, advice and insight into how best to develop news stories that deliver commercial benefits.
The day started with academic insight in a presentation entitled Convergence, Computation & Continuity: Social, Ethical and Practical Challenges for PR by Simon Collister, Senior Lecturer in the School of Media at London College of Communication, co-founder of the Network for Public Relations and Society and published author in the area of social media. You can download his slides via this link: Simon_Collister_MIPAA
Tara Burns, Account Director at Man Bites Dog, explained the agency’s approach in Moving beyond funnel vision to show how to stimulate commercial conversations across the boundaries of sales, marketing and public relations through compelling campaigns built around issues that matter. Her slides can be downloaded via this link: Man Bites Dog MIPAA Presentation, with the agency’s model here: ManBitesModel
Three quick-fire ‘challenger’ presentations formed the Stand up for PR session:
- Sarah Roberts-Bowman, course leader for MA Public Relations at London College of Communication, and co-founder of the Network for Public Relations and Society, a research hub based at LCC argued for a closer relationship between PR practice and academia offering herself up for adoption as an Academic in Residence. Sarah is willing to share her extensive expertise to inform and guide practice, as well as offering insight into the latest thinking from research and academia, to MIPAA members. Sarah’s contact details can be found here: http://media-experts.arts.ac.uk/profile/sarah-roberts-bowman
- Simon Hughes, Head of Insight – Automotive, Kantar Media News Intelligence, outlined the approach being taken to launch the MIPAA Social Media Power Index. Based on initial recommendations from MIPAA members and other contacts, a conversation community comprising 22,000 Twitter users was identified, generating 200,000 separate connections that have been analysed to identify 100 top power players. A full analysis of these authoritative voices, and primary ‘connectors’ in the online motor industry communications community will now be undertaken to produce an in-depth ranking and profile of the top 100 power players. The aim is to publish the results in the run-up to the 2015 Geneva Motor Show.
- Alastair McCapra, Chief Executive of CIPR, argued that the challenges and consequences of automation offers a more strategic future for public relations. In a world where computers are increasingly replacing humans and journalism is criticised as churnalism, the new future for PR practitioners lies not in content production, but in adding strategic, value to organisations.
The PR Masterclass concluded with a debate and open floor plenary session around the increasing overlap between PR and journalism. “There are no benefits for the public in such convergence” was the main message from Simon Hinde, Programme Director, Journalism and Publishing at LCC, whose extensive media experience includes Which? Magazine, and senior editorial roles with national newspapers and online providers such as Yahoo!, AOL and Sky.
MIPAA’s PR Masterclass proved a great way to start the year with a fresh look at the increased blurring and overlap between what were once clearly distinct roads for PR, marketing and journalism.
- Informative, educational, entertaining – excellent networking
- Great opportunity to step away from my desk and think and learn about the broader picture and discussions that aren’t just about cars!
- For anyone working in PR, or just starting out, these events offer great insight into the profession. Also a great opportunity to share ideas outside the main presentations too.
- Absolutely invaluable. Always important to take time out of the business in order to look at bigger trends.
- A unique forum for the automotive industry
- In my view, MIPAA provides the most relevant forums for motor industry PR people at all levels
- A very insightful & informative masterclass that has given me a better understanding of the PR industry and how it is evolving
- You’ll learn nothing if you don’t go to MIPAA events
- Extensive mix of keynote speakers provides an extremely varied insight into the topic – nice to step outside the box!
- An eye-opening experience
- MIPAA is a great community of opportunity to foster & nurture talent in motoring comms
- MIPAA gives auto-industry professionals the perfect forum to learn and network and give voice to thoughts
- Always good insider tips, tricks & hints to give you pause for thought
- How much value can you place on one day of insight?
- MIPAA always runs excellent value events, packed with insightful content. I learn something at every MIPAA event
- It is interesting to speak with, and hear from, both automotive professionals as well as academics
- A range of perspectives that will help any professional guide practice!
- The quality & mix of speakers provides a unique insight into issues currently affecting PR practitioners in the motor industry
- Consolidated my understanding of PR and the industry
- Come for the personal development. Stay for the insight. Benefit from networking opportunities