17 areas of development for public relations in 2017

wadds1Ahead of his latest lecture to PR students on Friday, February 10, our Visiting Professor Stephen Waddington explores some of the developments that students can expect to see in public relations in 2017. Each issue is the start of bigger conversation about the future of practice.



  1. The robots are coming

We’re starting to feel the impact of machines in at least three areas of public relations: content production; content distribution and publication; and workflow. Artificial intelligence is a growing issue in public relations.

  1. Algorithms and bubbles

Algorithms are commonplace for searching and organising how information is displayed. But be careful as they create bubbles that insulate us from contrary opinion. We need to work hard to break out of algorithmic bubbles.

  1. Over reliance on data

If you’re working on a campaign for 2017 use tools to establish a hypothesis and then put them down and go into the real world to talk, and more importantly listen to your publics.

  1. Rethink content formats

Most press releases aren’t written for the press. Instead they’ll be posted on a corporate website and carved up into a multitude of formats for customer emails and tweets. If press releases are your primary means of communication it’s time for a rethink.


  1. Internet shifts to video formats

2016 has seen innovation in virtual reality. Live video could be equally disruptive. It’s a powerful form of first person storytelling. Both Facebook and Periscope have invested in tools for video producers.

  1. Paying to play with influencers

Each new form of media from Snapchat to YouTube, and Instagram to Twitter, has given rise to a new breed of influencers. They provide a means of building trust with specific communities through third party storytelling.

  1. Representing the publics we serve

Public relations is a female-led industry yet there is a significant pay gap between in favour of men. Meanwhile 91 per cent of practitioners are white and 89 per cent identify as British. We need to better represent the publics that we serve.

  1. Social media monopolies

In the UK Google accounts for more than 85% of internet searches. Facebook has a strong and growing platform of services including Instagram and WhatsApp. Meanwhile Google+ has fallen by the wayside. LinkedIn, now owned by Microsoft, is pursuing an advocacy, content and learning strategy.

  1. Social media in the enterprise

The application of social media technologies internally within an organisation have shown early promise but adoption rates are low. Behaviour, culture and technology are all issues. Facebook’s Workplace offers a potential solution.

  1. Internet voice disintermediation

Amazon Echo and Google Home are internet connected devices which summon up services from the internet based on voice commands. They are set to bring about another wave of internet disintermediation.

  1. Corporate speak

Much corporate marketing remains focused on the organisation rather than the intended public. More enlightened organisations are using new media as a means of conversation.

12 Living your values: take back control and make America great again

Whatever your view of the EU Referendum or the US Election campaigns, they were both built on a solid message. Every campaign needs a clear purpose that can be summarised in a few words. Publics are looking for a point of view.

  1. Trump cycle replaces the news cycle

The Trump campaign during the US election turned the exploitation of the media into an art form. This wasn’t about news cycles, they’re long dead, but the Trump cycle. Opponents struggled to counter as Trump moved onto the next story.

  1. Integrated Measurement Framework

The Integrated Measurement Framework guides practitioners through a series of seven steps to create a measurement approach for a campaign. AMEC’s job for 2017 is to make its framework a standard in practice throughout the profession.

  15 Social capital: a community life force

Social capital isn’t something you’ll find on a profit and loss statement but it’ll be increasingly important for organisations seeking to build trust with their publics. Brands have an opportunity to help bring people together.

   16 Community of practice

A close working relationship between academia and practice is a hallmark of any professional discipline. In public relations this relationship is limited. We need to learn from the body of knowledge that academic colleagues are investigating and apply it to our day jobs.

   17 Are you any good?

How do you train in a profession where the skills you learn are likely to be outdated before you complete the qualification or training programme? Continuous professional development (CPD) integrated with your personal development is the only solution.

This post is based on a longer article and deck about public relations in 2017 that Stephen posted on his personal blog.

About Stephen Waddington

Stephen is a Visiting Professor in Practice at Newcastle University supporting the university and students through teaching and mentoring.

He is also is Partner and Chief Engagement Officer at Ketchum helping clients and colleagues to do the best job possible engaging with the public.



In conversation with: Oliver Cook


Oliver Cook has recently graduated from Newcastle University after studying an MA in Public Relations. In this interview, Oliver tells us all about his studies and how he is now looking forward to a successful career in PR.

Tell us a bit about yourself Oliver?

My name is Oliver, I’m 24 from Darlington. I’m currently doing a part-time internship at Northstar Ventures as a PR and Marketing Assistant. I also work part-time as a Barista at Starbucks UK.

What was your undergraduate degree?

I studied History and Philosophy at the University of Sheffield. A great city and would highly advise people to visit it, especially if they know people who live there.

Why did you choose to do a Masters? 

I enjoyed my time at Sheffield and would love to do it all again, however, I was rather disappointed to graduate with a 2:2, especially because nearly everyone I knew got a 2:1.

After Graduating, I had no idea what I wanted to do. After three months’ voluntary work in Sri Lanka with Project Sri Lanka, I immediately started working to save some money and decide what I wanted to do. I ended up at Starbucks and decided to take a year out to save for a trip around the U.S.

My American trip was one of the best things I have ever done, however after I had done it, I realised I needed to think about my career. Having a 2:2 degree is no terrible thing, and many go onto great success with one. However, I personally felt a good Masters in addition to my degree would catch the eye of an employer. However, the next step was to save up money to pay for a Masters and to actually decide what to study!

Why Public Relations?

I loved History and Philosophy, however I didn’t think doing a Masters in either subject would benefit me. I wanted to do something that would help me develop new skills and learn something new, rather than learning a period of history that I had already done in more detail.

I looked into Journalism; I love football and follow it regularly on many different media platforms, so debated whether to become a football reporter or writer. However, journalism is incredibly competitive now, with not a lot of opportunities available, so I looked elsewhere.


I then came across PR. I didn’t know much about it, but I knew that it was about the importance of reputation and how an organisation or person is perceived. Personally, I’m always aware of how I’m perceived by others, and hate being in people’s ‘bad books’. Additionally, working for a global brand like Starbucks, I was used to week in week out having to provide excellent customer service as to not negatively effect my store or the company’s reputation. Along with the writing and analytical skills I had gained from by degree, I felt PR looked a promising route to take.

Why did you choose to study at Newcastle study?

Firstly, through word of mouth. I had heard there was a good PR course there. I did some research, looked at the course myself and it looked very interesting. Not only was it PR that I would be studying, but also Media, which also looked interesting and appealing. All in all, I got the impression that I would learn a lot from the course, both knowledge and skills.

Another key factor for choosing Newcastle was location. I live and work in Darlington and couldn’t afford to pay for a Masters AND move away from home. Darlington is only a half an hour train commute to Newcastle, so I didn’t have to travel far to get to uni… It just meant I couldn’t roll out of bed ten minutes before a lecture!

What did you enjoy most about studying for the Masters?

I would be lying if I said I had not been anxious before starting it. Part of me was worried about discovering PR wasn’t what I wanted to do, or that I wouldn’t like the course. Especially as I was paying for it all out of my own (and family’s) pocket. However, thankfully this was not the case; I thoroughly enjoyed the course. I learned so much and I genuinely felt enlightened by the end of it. I perceived what I saw in the media completely differently, and learned just how important reputation was to an organisation.

I enjoyed learning about the theory of PR; the history of it and the key components of it. I enjoyed the media studies module learning how to analyse media; there was so much I was unaware of. I also had the option to take a degree module in advertising and consumption which was another highlight; I didn’t appreciate the amount of thought that goes in to making adverts.


The practical element was good too; I felt I was genuinely developing new skills by learning how to write a press release, how to plan a PR campaign, or how to react to a PR crisis. A special shout out also must go out to Laurel and Jonathan who taught the course. Laurel doesn’t talk at you in a lecture, she continually asks you questions, often regarding hypothetical situations to check our understanding of what we were learning and apply it. Jonathan was great to have as a seminar tutor too for the same reasons; always trying to encourage discussion and ensure we were understanding theory to be able to apply it to hypothetical situations.

Regarding doing a Masters itself, I found the seminars intellectually stimulating, they never felt like a waste of time. If anything, I wish they had been longer than they were! I enjoyed taking part in discussion and debate with lecturers who knew what they were talking about and could explain things clearly in an engaging way.

What did you find most challenging?

When writing essays, it was always a pain trying to ensure a good essay was under the word count. It meant ensuring that I was concise and selective with what I was writing. However, this was an important thing to practice as it is important to make sure what you write is concise when writing press releases, and especially tweets.

How did you manage the balance between work and studying?

I worked part-time at Starbucks throughout my whole year of study at Newcastle. I went down from 30 hours to 16. This meant balancing three days of work a week with travelling to Newcastle for lectures and seminars, as well as reading, researching and writing essays.

It meant often having to do a morning shift before an afternoon at Uni, or sometimes rushing from Uni to get back to work to do an afternoon shift. I often also had to work nearly every weekend, so days off to do academic work or socialise were a rarity.

This was probably the hardest part of my Masters, especially when doing my dissertation as ideally those extra days off would have made researching and writing less stressful. However I needed income and I wanted to continue my relationship with Starbucks, in case I had an opportunity to apply for a PR role with them. It also oddly provided me a distraction from University as sometimes you could think too much about academic work.

Practically, doing the course helped me apply PR and marketing skill running my store’s social media accounts.

What advice would you give to our current Masters students?

Plan your time well before an assignment. I felt I was quite good at this. I always ensured I had a week to do one, including research, looking for and choosing appropriate quotes, and writing it.

Regarding the actual dissertation, I would advise knowing what you want to be your topic for it, as the research is the most time consuming. However, I appreciate that new topics are constantly appearing out of nowhere. When I started choosing a topic, Brexit had just happened, and I was tempted to change my mind and choose that as my topic. However, try your best to have an idea, and then try to contact potential interviews as soon as possible.

I would also ensure you keep up to date with current affairs. Laurel and Jonathan would give us weekly pop quiz tests to check how are we all were of that week’s news events. I always knew most of the answers. My advice to easily keep up to date would be to follow news sources such as The Guardian, BBC News, Buzzfeed etc. on Facebook. You’re a lot more likely to see an article when scrolling through social media in your spare time as I’m aware it can be a bit overwhelming reading through a whole newspaper or news website. Additionally, the articles on social media will often be news stories being talked about the most, with the ability to see people’s comments; this is incredibly useful when analysing public opinion and how something or someone is perceived.

How did you land your position with Northstar Ventures?

After an intense summer completing and handing in my dissertation, I took a month to just relax and work part-time at Starbucks whilst going on a few trips away to socialise a bit. Some people job searched straight away, but for me personally I needed the break before looking for jobs.

Northstar Ventures came about after seeing a paid internship on the Newcastle University Careers Service site. Northstar is a venture capital firm which invests in innovative, high growth businesses and social enterprises across the North East. It provides entrepreneurs with the support they need to fulfil their ambitions and to achieve social impact through Northstar’s investments.

I knew of the company as Laura Richards worked there, who was a previous star student of the Media & PR course that I had just done, and had done a few informative talks for the PR students. The role was to be a PR and Marketing assistant working with her at the company. It was a fantastic opportunity to work and learn from an up and coming PR practitioner at a firm like Northstar (Laura has recently been awarded Outstanding Young Communicator at this year’s CIPR North East PRide Awards!).

I’m incredibly grateful that I impressed in the interview and have been given this opportunity to do a 10 week part-time paid internship at Northstar. I have already learned so much from Laura, and Northstar, and have got an idea of what working in PR and marketing in the real world feels like. It has been such a great experience.

What does your day involve?

Typically, my day involves first by checking emails, checking news for any coverage of Northstar or their portfolio companies. I am responsible for social media content and sometimes share relevant news, informing followers of local events, especially if events Northstar are involved in or linked with. If I do find coverage of Northstar or our portfolio companies, I will make sure it is tweeted about.

Other things I do is write press release or blog drafts drafts, which then may be tweaked when needed. However, Laura is very good at giving me useful feedback on what I write and I always take it on board. I already feel like I am developing my skills and improving in my role. I am then also tasked with sending press releases out, updating contacts and also to update the website when needed.

What aspects of your MA have proved most useful in your role?

The clearest example of using skills learned from my MA would be learning how to write press releases. In addition, it is not necessarily direct skills that I am applying to my role, but understanding why I’m doing what I’m doing and the importance it has.

How do you see your career progressing?

Now I officially have a Masters to put on my CV, in addition to great experience gained at Northstar Ventures, I feel this will be highly advantageous when applying for jobs. I love the idea or being in PR, marketing and advertising. I am trying to look into working at head office at Starbucks in a PR/marketing role. Due to the skills and knowledge I have gained and my experience working as a Barista, working face to face daily with their stakeholders, I feel I would have a lot to offer. However, I am perfectly willing to look elsewhere, whether that is in the North East, London, or even abroad (New York would be amazing, wouldn’t it?).

What is the best advice you can give for anyone considering a Masters degree?

Make sure it is something you are interested in. In my situation, I chose it to develop skills in a career I was interested in. Has it been worth it? Well right now I can only say that I have learned a lot. I’ll let you know in five years to see where it has taken me and confirm why someone should do a Masters.

 If anyone would like advice regarding their masters or PR, or to follow how my career after university goes, feel free to follow or/and contact me on Twitter (@OGMCookie) or email cookoliver@hotmail.co.uk.

To find out more about Northstar Ventures and what they do visit their website and Twitter profile @NorthstarVent.



In conversation with: Emma Coffield

Understanding the construction of artistic identity and how some people are recognised as artists and some objects/ideas and performances are recognised as art, while others are not, has led Emma to her current work exploring the spatial politics of art as well as young people’s engagement with contemporary art both in and out of the gallery space. In August 2016, Emma was appointed Early Career Academic Fellow in Media, Culture and Heritage.ecoffieldqa

Why did you choose to go into museum studies?

I didn’t! I originally trained in Fine Art at the Glasgow School of Art, then as an English Language teacher, and only after that started volunteering in museums and galleries. It seemed like the perfect job, so I did my MA here in Newcastle in Art Museum and Gallery Education and then worked as an intern in Glasgow for the Glasgow International Festival of Visual Art (GI), the CCA (Centre for Contemporary Arts), and worked in the Theatre Royal at night. While I was doing that I put in the PhD application – I’d enjoyed my MA so much I wanted to come back – but I never really felt like I was choosing one particular field of study. Museum studies is really interdisciplinary, and in my work I tend to lean on everything from art history to cultural sociology to geography, as well as museum studies of course.

What are your plans for your fellowship?

One of the best things about the fellowship is that I have time to dedicate to a new research project. It’s called ‘Geographies of Art: The Spatial Politics of Artistic Practice’ and it explores something that became clear during my PhD research: art isn’t either global or local – or somehow placeless. Instead, artists are making all kinds of complex decisions based on nuanced understandings and experiences that relate to place in varying ways– and I’m interested in that lived experience and its implications for practitioners. The key things for me at the moment are sorting out a schedule, finding opportunities to work with artists both in the UK and internationally, and writing! I’d really like to write a book…

We’ve love to hear what you’ve been up to over summer. What exhibitions have you seen that have sparked your interest?

Oh no, that’s such a difficult question! Helen McCrorie’s The Clock in Commune as part of the Edinburgh Art Festival is one of the best things I’ve ever seen, I finally got to the new Tate Modern and the Louise Bourgeois Artist Rooms exhibition there, and Jennifer West’s Flashlight Filmstrip Projections at Tramway (which is in the dark – visitors are given a torch) was a new one for me, but it was great to see people getting so involved in the materiality of the work. I’ve also been to a lot of really good (and free) events and film screenings at the CCA in Glasgow as part of their series looking at art and society, but the highlight is going to have to be the Hermitage in St Petersburg – I’ve wanted to see the golden peacock for such a long time!

Have you had a busy year with conferences? What’s been your personal highlight?

I went to two really great conferences recently. The first, Networks in a Global World, brought together qualitative and quantitative researchers interested in network analysis, and it had a specific set of panels that looked at networks in relation to art – so a perfect opportunity for me to find out about ongoing work around the world! There was also a fantastic keynote from Ronald Breiger, and I completely changed my mind about the value and application of quantitative data. We need more quantitative researchers in the social sciences! The second was at Heriot-Watt in Edinburgh, and was called Cultural Production: Diversity, Equality and Exclusion. There is a real urgency to this work and it can make for depressing reading at times, so it was great to meet so many people committed to change.

What books would we find on your desk at the moment?

My desk is covered with books at the moment (see picture) as I’m running a module later in the year that looks as art curation, and there are so many books to sort through to see if they might be good for the reading list! And then there are the books for my own research, and two new publications about artist-run initiatives… But these are all in my ‘to do’ pile (the ones I’ve read are either on the shelves or back in the library) so I’m afraid I can’t tell you much about them – yet!

As a teacher, what aspects do you most enjoy?

I tend to teach on the MA courses offered by MCH and a lot of our students are already in work or have extensive experience. We also attract students from all over the world, so when you are involved in a lecture or seminar where everyone starts sharing their expertise, that’s a fantastic feeling. I’m also really lucky in that I work on the exhibition module, where our students design and install a public exhibition. It can be quite an emotional process – there are so many decisions and practicalities to consider – but watching the work go up and everything come together is always so exciting. But I think my absolute favourite aspect is hearing what happens next. Our students have gone on to do some really amazing things, and that’s what it is all about in the end!

Thank you Emma.

More information on Emma Coffield’s current research can be found on her staff profile. Emma also co-convenes the Cultural Significance of Place group with Prof. Chris Whitehead and tweets @EmmaCoffield.  


Brexit After Party: Implications for Teaching and Research, Roundtable event


As part of the MCH Seminar series, our next event is on Wednesday, 12 October between 1pm and 2pm, and looks at the implications of Brexit for teaching and research.

Contributors: Areti Galani, Darren Kelsey, Majid Khosravanik, Rhiannon Mason

This event looks at how we might change what we teach and research as a consequence of Brexit and the numerous effects that it is having and will continue to have for higher education. The format is round-table with contributors offering some preliminary insights and then opening the discussion to the wider audience. We look forward to seeing you at this event which kicks off the MCH Seminar Series 2016-17.

Wednesday, October 12, 1pm – 2pm at Armstrong Building 2.90, Newcastle University 

Everyone is welcome, feel free to bring your lunch