cmi’s pr strategy for 2013-14 regional board webinar, 25 june 2013 patrick woodman – head of...

CMI’s PR Strategy for 2013-14

Regional Board Webinar, 25 June 2013

Patrick Woodman – Head of External AffairsDana Dzubas – PR Manager

Agenda

Introductions

Track record: CMI’s PR in the last 12 months

CMI’s PR strategy for 2013-14# Reinventing management# Ethics: trust in the profession

Opportunities for the regional boards

How the CMI Press Office will support the regions

Forward schedule

Petra Wilton, Director of Strategy & External Affairs

The CMI External Affairs/Press team

Patrick Woodman, Head of External Affairs

Dana Dzubas, PR Manager

Joshua Atkins, External Affairs Officer

CMI PR – 2012-13

2,729

0

500

1,000

1,500

2,000

2,500

Volume

Num

ber o

f art

icle

s

The last 12 months

Bigger than Obama..?

Key route to building awareness and understanding of CMI

Thought leadership themes – “reinventing management” and “ethics: trust in the profession”

Drive CMI products/services, data capture, lead generation

Achieved over 2,700 pieces of coverage in 2012-13

2013-14: focus on improving understanding

Key target for 2013-14 based on Gross Rating Points (reach x frequency): target 2,250

The role of PR for CMI

2013-14: Key aims of our strategy

Market products & services, both for CMI and learning providers

Position CMI as experts – a source of relevant, proprietary knowledge with a vision for the future

Communicate ideas for tangible actions – both for employers and employees

Take management mainstream – into the widest possible range of media

Key audiences

P 9

Routes to audiences

P 10

Media coverage KPIs

P 11

26.5 exposures per manager

Thematic approach for 2013-14

P 12

Future of the profession

Management is rapidly changing – what was standard practice 20 years ago seems strange now.

Where will management go in the next 20 years, and how will we need to adapt to it?

What skills will be needed and how well is UK Plc positioned?

1. Reinventing Management

Monthly themes –blogs, online discussion

Management futures research – publication early 2014

Psychology of entrepreneurs v managers, for Global Entrepreneurship Week (18 Nov ‘13)

Thematic approach to events, speakers e.g. National Conference

Anthology – early 2014

2. Ethics – trust in the profession

Context of management scandals: banks, pharma, NHS (Mid-Staffs)

Only 34% of public trust business leaders to tell the truth (Ipsos Mori)

CMI reviewing Code of Professional Practice

Ethics

Build on MoralDNA research - explore how reactions to scenarios in professional and personal lives differ and make the business case for ethics

Get managers to think about their own behaviour via online scenario app and make them part of the solution through an consultation process on the Code of Conduct

Launch the new Code to all UK managers via an ePetition

Timings tbc with Professional Standards Committee – likely consultation from autumn ‘13, new Code launched spring ‘14

September

• W/c 6th – trade union research

• Likely launch of consultation on

code of practice

• Theme: the ethical manager

August

• W/c 5th – MLD health sector

paper

• W/c 19th – Gender salary survey

• Theme - diversity

November

• White paper for Equal Pay Day (7

Nov)

• Research on entrepreneurs’/

managers’ psychology, Global

Entrepreneurship Week (w/c 18th)

• Theme: entrepreneurship

July

• W/c 1st - Checklist book series

launch - summer holiday survey

PR story

• Conference Board White Paper –

w/c 15th

October

• MLD in the engineering sector

• Launch new Regional Boards

• National Conference and Awards

• Professions Week (21-28th)

• Theme: professionalising

management

Forward planning

How does regional PR fit?

Increase in organisational performance

Increase in people

performance

The last 12 months in regional press

Where are we now?

231 215179 166

132 130 118 116 11083

61 52 44

0

100

200

300

North West

West Midlands South East

Yorkshire & Humber

East of England

East Midlands

South West Scotland London Wales North East Ireland

Channel Islands

Strongly Favourable 53 52 31 37 33 38 22 15 23 19 13 2 8

Slightly Favourable 178 163 148 129 99 92 96 101 87 64 48 50 36

Slightly Unfavourable 0 0 0 0 0 0 0 0 0 0 0 0 0

Strongly Unfavourable 0 0 0 0 0 0 0 0 0 0 0 0 0

Total 231 215 179 166 132 130 118 116 110 83 61 52 44

Num

ber o

f art

icle

s

National stories, regional press

For instance...

PR opportunities for regional boards

Events with newsworthy topics/speakers – e.g. linked to monthly themes/research launches/consultation on code of practice etc.

Regional spokespeople for national launches

Appointments, local successes – e.g. Chartered Managers

Encourage participation by promoting events, awards, surveys via your social media networks – LinkedIn etc.

# Award winners, events and statistics from your patch are great stories for regional media, and the more we have to talk about the better!

Case studies of excellent practice – your employers, others from your network

Blogging – talk to regional media about writing one, and/or influencing others in your network to contribute too

…Anything else? You tell us!

Media training

Defined areas for comment

PR Toolkit# Template releases

# Regional media list

# Hints and tips

Regular coverage updates

What we can provide

Reviewing your questions

Press office: press.office@managers.org.uk

Direct: patrick.woodman@managers.org.uk – 020 7421 2704 dana.dzubas@managers.org.uk

Next week – join Zoia Wright, Campus CMI Manager, for webinar on Campus CMI

# Tuesday, 2nd July at 12pm

Thank you for listening!