This document provides an agenda and overview for the Public Relations Institute of Ireland's annual conference in 2013. The one-day conference featured over 15 speakers discussing topics related to the evolving role of PR professionals in an increasingly digital and fragmented media landscape. Speakers included representatives from RTÉ, BBC Northern Ireland, the Irish Independent, and companies like Dell, Glanbia, and Electric Ireland. Panel discussions focused on the future of journalism, the role of social media in communications strategies, and how to define and practice PR in today's media environment. The goal of the conference was to provide PR professionals with insights and best practices for maximizing opportunities and staying relevant amid ongoing changes in media and communications.
Another Day, Another Default Judgment Against Gabe Whitley
PRII Annual Conference 2013: PR at the Media Crossroads
1. Public Relations Institute of Ireland – Annual Conference 2013
Clyde Court Hotel
PR AT THE MEDIA Ballsbridge
Dublin 4
CROSSROADS Thursday 25 April 2013
Kevin Bakhurst Professor John Horgan
Managing Director of News & Current Affairs, RTÉ Press Ombudsman
Paddy Cosgrave Ann O’Dea
Founder, Web Summit series and F.ounders CEO, Siliconrepublic.com
Dr. Gavan Titley & Dr. Roderick Flynn Georgina Bowes
Centre for the Study of Media, Power and the Public Head of Digital Communications, Glanbia Consumer Foods
Kay McCarthy Gareth O’Connor
Managing Director, MCCP – THE PLANNING AGENCY Social News Specialist, garethnews.com
Stephen Jio Edel McCarthy
Social Media and Community Manager, Dell Digital Marketing Manager, Electric Ireland
Stephen Rae Lisa Clancy
Editor, Irish Independent Director of Communications, GAA
Angelina Fusco
Editor TV News, BBC Northern Ireland
www.prii.ie / Our hashtag is #PRIIconf13
In association with Supported by
2. Media fragmentation
is here… and it’s here
to stay
The pace of change in the public relations and
communications industry continues unabated. Every
month – every week even – ushers in a new wave of
challenges.
With a plethora of platforms now available for sharing,
influencing and engaging online, professional
communicators need to be increasingly agile when
it comes to devising and executing their PR and
communications campaigns. Meanwhile, the traditional
media’s requirement to put news out faster is adding
fuel to an already fast-burning fire – and that’s before
factoring in the dynamic of citizen journalist.
PR at the Media Crossroads explores the evolving
role of the PR professional in this complex, but exciting,
media landscape and offers insights on delivering for
clients, both internal and external, in the context of a
new reality.
Timely and topical content, coupled with a great line-up
of speakers, makes our 2013 conference a must-attend
event if you want the inside scoop on the tips and tricks
that will help with your communications initiatives and
maximise opportunities for hard-earned column inches,
“shares”, “likes”, “retweets”, “pins” and more.
I look forward to seeing you at the conference – it’ll be
a great day.
Niall Quinn, MPRII
PRII President
3. PROGRAMME FOR THE DAY
Conference Chairperson: Matt Cooper, Journalist & Broadcaster
8.30-9.20 Registration the field for BBC News, including the 9/11 attack, the
Inauguration of President Obama, the Paris Concorde
crash and the 1997 Hong Kong handover. He was
9.20-9.30 Niall Quinn MPRII, President PRIII also a member of the BBC’s London 2012 Olympics
Opening address management team and on the BBC Director General’s
leadership group.
9.30-10.05 Dr. Gavan Titley & Dr. Roderick Flynn, Centre for the
Study of Media, Power and the Public 10.40-11.10 Coffee & Networking
Media shake-up and shake-out: How
11.10-11.45 Panel discussion: Stephen Rae, Irish Independent;
PR practitioners can stay relevant in
Angelina Fusco, BBC Northern Ireland; Professor
the new reality John Horgan, Press Ombudsman; and Ann O’Dea,
Siliconrepublic.com
Dr. Gavan Titley is a media sociologist. He is a
Lecturer in Media at the School of English, Media and
The journalists’ views on the future of
Theatre Studies at the National University of Ireland,
Maynooth. His research predominantly focuses on journalism
media, politics and racism in Europe, and his books
include Broadcasting in the New Ireland (2010), The • What is journalism now?
Politics of Diversity in Europe (2008) with Alana Lentin, • How are journalists approaching news gathering
and a forthcoming book, Hate Speech, Online (2013). and reporting?
• Are the days of investigative journalism dead?
Gavan has contributed to a wide range of edited • How are consumption patterns changing?
books and publications. He is also a regular • Is the PR-journalist relationship still as important
contributor on political issues to radio and television as it used to be?
in Ireland, and contributes to The Guardian’s • How will media be funded in the future?
Comment is Free. With Roddy Flynn, he coordinates • Fallout of the Leveson enquiry: Will it impact on
the newly established Centre for the Study of Media, our model of regulation?
Power and the Public.
Stephen Rae was appointed Editor of both The Irish
Dr. Roderick Flynn is a full-time Lecturer at the Independent and Independent.ie in September 2012.
School of Communications, Dublin City University,
and co-director of the Centre for Media, Power and He is a member of INM’s management executive
the Public. group and is currently overseeing a major re-
organisation of the Independent’s content provision.
He is also lead investigator on the Media Ownership
Monitor project at DCU and previously chaired the He previously held the post of editor of the Evening
MA in Film and Television Studies. Herald, during which time it grew market share,
overseeing its evolution into a successful mid-market
His research interests include media and telecoms brand and the only daily paper to grow sales in 2012.
policy in Ireland, Europe and the US. The author of He also served as deputy editor, associate editor
two books and numerous journal articles, Roddy (news) and security correspondent.
has also been published in a variety of mainstream
publications including The Irish Times, Magill, Hot Stephen is a qualified barrister, criminologist and
Press and Film Ireland. graduate of the DIT School of Journalism. He is also
a former editor of the Garda Review.
10.05-10.40 Kevin Bakhurst, Managing Director News & Current Angelina Fusco is Editor of Television News at BBC
Affairs, RTÉ Northern Ireland.
Case study – RTÉ in crisis: In trouble Angelina has more than 30 years’ experience
leading a large team covering some of the most
financially and reeling from the aftermath
politically complex, editorially challenging and
of the Prime Time Investigates and Frontline sensitive stories in any part of Western Europe. For
debacles, where to next for the State the last 14 years she has been directly responsible
broadcaster? for the content of all BBC television news programmes
in NI, many of which have concerned stories which
Kevin Bakhurst was appointed to the position of have made world headlines.
Managing Director, RTÉ News and Current Affairs in
July 2012. Recently Angelina worked for 12 months as a trainer
at the BBC’s prestigious College of Journalism in
Formerly Deputy Head of the BBC Newsroom, Kevin London. Her role involved working with senior staff
oversaw BBC TV News, Radio News and the BBC from the BBC and other news organisations from
News website. He also played a lead role in creating around the world on issues such as editorial
the BBC Multimedia newsroom and the move by BBC leadership and editorial values. In 2012 she was
News to its new premises in central London. awarded an Ochberg Fellowship at the Dart Centre
for Journalism and Trauma at Columbia University’s
He was appointed Controller of the BBC News School of Journalism.
Channel in December 2005. Before that, he was
Editor of the BBC Ten O’Clock News programme for Professor John Horgan was appointed Ireland’s first
two years, which won several awards including two Press Ombudsman in August 2007.
BAFTAs, a Royal Television Society Award and an
RTS News Event award. Professor Horgan, who started his journalistic career
on the Evening Press in 1962 and subsequently
Kevin also worked on a number of major stories in worked as a staff journalist on the Catholic Herald
4. and The Irish Times, has been a frequent contributor
to a wide range of print and electronic media in Ireland 1.00-2.20 Lunch & Networking
and abroad. He became a member of Seanad Éireann
in 1969 and subsequently served in Dáil Éireann and
in the European Parliament. 2.20-2.55 Paddy Cosgrave, Founder of F.ounders and the Web
Summit series
He joined the staff of Dublin City University (then the
National Institute of Higher Education) in 1983 and “All it takes is one success”: Brand building
was appointed Professor of Journalism at DCU in in the digital age
1999. He has been a member of the Interim Radio
Commission, of the Commission on the Newspaper Paddy Cosgrave is a Political Science graduate
Industry, and of the Forum on Broadcasting. He is the of Trinity College Dublin. He is best known for his
author of a number of books on Irish media, and of a role in the development of the Web Summit series
number of political biographies. and F.ounders, an annual private gathering of some
of the world’s leading tech company founders
Ann O’Dea is co-founder, CEO and editor-in-chief described as “Davos for Geeks” by Bloomberg.
of siliconrepublic.com, Ireland’s leading online
technology and innovation news service, which In 2009, Paddy co-founded the Undergraduate
celebrates eleven years online in 2013. She is Awards of Ireland and Northern Ireland,
former editor-in-chief of Irish Director magazine a foundation that supports and celebrates
and businessandleadership.com, which she also outstanding undergraduate students throughout
co-founded. the island of Ireland.
He previously co-founded MiCandidate, a service
11.45-12.20 Kay McCarthy, Founder and Managing Director, that provided real time political content to media
MCCP – THE PLANNING AGENCY companies in 25 European countries. It was
acquired in 2009.
Defining PR in a world where brands need
to redefine their purpose Separately, Paddy has provided consultancy to
Hilary Clinton’s Senior Advisor on Communications
Kay McCarthy has more than 22 years’ experience and has advised the Chairman of the UN Global
in developing brand, communication and innovation Alliance on ICT and Development. In 2008 he was
strategies. selected by the UN as a Global e-Leader for Youth
and ICT.
She previously worked in research, planning and
senior brand management at Diageo on the Guinness
brand. She moved agency side to head up planning at 2.55-3.45 Panel discussion: Georgina Bowes, Glanbia Consumer
Foods; Gareth O’Connor, garethnews.com; Edel
McCann Erickson Dublin before moving to London to
McCarthy, Electric Ireland; and Lisa Clancy, GAA
lead the communications planning function at EMEA
level on many global accounts.
Social media’s place in the media mix
Kay has won several awards including two Euro Effies
for work on Tourism Ireland International and Xbox • Approaching and analysing the relevancy of social
in EMEA, and Adfx and AIM awards for her work on media channels and investing in them appropriately
Tullamore Dew, Unilever, NTL, Sprite, Diet Coke and • Unlocking the value of social data and establishing
Heineken. the correlation between brand preferences and
communication needs
• How to drive customer and/or media engagement
Five years ago, Kay set up MCCP to bring best in
• The role of ‘influencers’ in strengthening a brand
class independent strategy and insight planning to
• Measuring and evaluating your efforts
brands in Ireland and internationally.
• Impact of an online presence on brand reputation
12.20-12.55 Stephen Jio, Global Tablet & Gaming Digital Product Georgina Bowes is Head of Digital Communications
Marketing Manager / Social Media & Community at Glanbia Consumer Foods.
Professional, Dell
A champion of business and brand engagement in
social media, Gina previously successfully devised,
Case study: Internal alignment – how to place
delivered and measured the social media strategy
social at the heart of your organisation
and ROI across eircom, eMobile and Meteor, winning
several awards at industry level along the way.
Stephen Jio is a member of Dell’s Digital Marketing
team. As the Global Online Marketing Manager for
At Glanbia, she is responsible for the digital strategy
tablets and gaming products, he is responsible for
of the company’s portfolio of consumer brands, which
providing an environment for customers to learn, include Avonmore and Kilmeaden.
understand and purchase their portfolio of tablets
and gaming products online. Gareth O’Connor is an experienced journalist,
broadcaster and storyteller. He worked at Ireland’s
A strong advocate of social engagement, Stephen national station, RTÉ, for 18 years, most recently
is also a Dell Social Media Expert, participating as editor of News on Two for RTÉ Two Television,
with the social community on various technology where he was also responsible for helping to
subjects. The creator of Dell‘s initial Social Media introduce social media news tools into the RTÉ
Consumer strategy in EMEA, he formerly managed newsroom.
many of Dell‘s EMEA Facebook and Twitter accounts
and set up locally based outreach teams for social He developed his curation skills at social media
engagement on behalf of Dell EMEA. news agency Storyful, where he was appointed the
company’s first Director of News Gathering in early
Stephen provides training and mentoring services to 2012. This involved finding, verifying and supplying
Dell employees in social media and has participated news content to international media companies
in many conferences throughout Europe and the Middle including the BBC, Channel 4, ABC and the
East, speaking in particular on the importance of social New York Times.
participation across all employee levels and functions.
In January, Gareth established garethnews.com,
Originally from the USA, Stephen lived in the San offering specialist social news curation and editorial
Francisco area and then in New York City before services, in addition to social media consultancy
settling in Ireland 12 years ago. He can be reached and training.
on Twitter @stephenjatdell.
5. Edel McCarthy is Digital Marketing Manager for
Electric Ireland.
At Electric Ireland she is part of the team that
implemented the new Electric Ireland brand and
the launch of competitive electricity and gas
offerings. She is responsible for leading digital
marketing strategy and plans for the organisation
to support business priorities in terms of retention,
sales and brand. This includes everything from
social media strategy, customer care through
JOIN US ON
social media and digitally-led brand campaigns,
to driving effectiveness in online sales and
25 APRIL TO….
harnessing digital innovation to deliver business
and brand value.
• Find out what’s coming
Edel has extensive marketing experience and down the tracks for
started her career in a number of exciting Irish
start-up organisations including Openet Telecom.
traditional and digital media
She then moved to eircom before joining Microsoft and how you should react
as Marketing Manager for their Xbox and games
division.
to those changes
Edel loves the opportunities that digital marketing and
social media presents to brands (and marketers!). You • Gain insider tips from key
can follow Edel on Twitter @edelmccarthy. players across the media
Lisa Clancy was appointed Director of Communications landscape
for the GAA in September 2008. Prior to her current
role, Lisa was Head of Corporate Communications
for the Health Service Executive (HSE) where she • Identify the best mix of
was responsible for the communications plan, tools to adopt to target
communications in national emergency planning,
brand management and corporate publications. and reach customers,
employees and
She served as Director of Communications for the
Southern Health Board where she had responsibility other stakeholders
for internal and external communication and media
management. She also worked in the private sector
as Marketing Manager for Dulux Paints Ireland and • Accelerate your learning
in financial services in London. in online brand building
Lisa holds an MBA from Trinity College, Dublin and practices
is an avid Dublin supporter and Kilmacud Crokes
member.
• Network with your peers
in a rewarding, supportive
3.45-3.55 Niall Quinn MPRII, President PRII
Closing remarks environment
Sponsors:
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