cmi’s pr strategy for 2013-14 regional board webinar, 25 june 2013 patrick woodman – head of...
TRANSCRIPT
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: [email protected]
Direct: [email protected] – 020 7421 2704 [email protected]
Next week – join Zoia Wright, Campus CMI Manager, for webinar on Campus CMI
# Tuesday, 2nd July at 12pm
Thank you for listening!