Over two days, PR360 brought together bright minds in PR and communications to exchange ideas and explore industry trends. Representing Ruepoint at the lively event on the Brighton seafront was a pleasure, with innovation and collaboration filling the air. In this article, I’ll share reflections from the discussions and insights at PR360’s 10th edition, hosted by Danny Rogers and PRWeek UK.
Hi Barbie! The story behind a cultural phenomenon
Amarilis Whitty from Mattel, Inc. shared the inspiring journey of reinventing the Barbie brand, leading to the creation of the Barbie movie after 65 years. They did the boldest thing a brand can do – reimagining the product and the brand. Greta Gerwig and Margot Robbie have said they wouldn’t have engaged with the film if the brand hadn’t done the work. Barbie’s enduring equity fueled over 160 global partnerships, including collaborations with Zara, Airbnb and Bumble among others. Mattel’s internal focus on upscaling in-house staff and refining processes proved crucial for success, rather than working with agencies. The Barbie movie stands as a testament to the brand’s enduring storytelling and cultural impact.
AI, PR and Comms… where do we begin?
This session delved into the transformative potential of artificial intelligence (AI) in public relations and communications. The panelists pondered whether AI should be seen as a friend or foe in our work. They encouraged us to approach AI with confidence, showing CFOs how it can boost efficiency and unlock resources for creative projects. We got a glimpse of AI’s potential through apps like Yoodly, Poised, and Grammarly, which streamline our workflow and enhance productivity. This session underscored the importance of embracing AI as a tool for innovation in our industry.
The journalist update - everything you need to know about the changing role of journalism and media relations in 2024 and beyond
The discussion provided insights into the evolving role of journalism and media relations. Attendees were encouraged to stay abreast by reading newspapers daily, even on weekends. The session highlighted the growing prevalence of AI-generated content and stressed the importance of trust in choosing news sources. Traditional pitching to print media was deemed outdated, with most UK titles now prioritising digital platforms. The focus shifted towards delivering page-ready content suitable for both print and online formats, avoiding jargon and ensuring credible sources.
The role of corporate comms in a world of distrust: how is corporate comms changing?
The discussion on the evolving corporate communications, led by Fergus Campbell, Louis Blake, Addy Frederick, Siobhan Holt, and Saskia Wirth, underscored the heightened significance of strategic planning and execution, particularly in light of the pandemic’s disruptions. While the fundamentals of the role remain unchanged, the speakers emphasised the need for a more diverse approach to address contemporary challenges. Strategic planning emerged as a critical tool in navigating the complexities of the current environment. Moreover, the importance of empathy in customer interactions was highlighted as corporate messaging extends its reach. Internal communications were recognised as pivotal for fostering organisational cohesion, with post-event debriefs cited as effective examples. Additionally, the panel addressed the challenge of discerning when to engage and when to remain silent, acknowledging the risks of perceived complicity. Ultimately, the discussion underscored the business value of communications, emphasising the importance of consistency, storytelling, and empathy in effectively engaging diverse audiences, especially amidst a world of heightened distrust.
Spotlighting transformational DE&I campaigns
The spotlight here was on the challenge of convincing the C-suite of the importance of DE&I campaigns. Speakers emphasised that DE&I initiatives are no longer seen as separate budgets but are expected to be integrated into overall budgets, with the C-suite assessing their impact through tangible business results. Examples included BT’s focus on community reaction and Easyjet’s sustained media interest leading to recruitment success. However, there were challenges noted, with Heineken experiencing a decline in prioritisation due to increased risk profiles. Despite this, Easyjet’s focus on DE&I has intensified post-COVID recovery, with business challenges serving as a conduit for understanding and appreciation. While many brands, like BT, have seen a shift in focus, the overall importance of DE&I in the industry over the last decade was recognised.
To wrap it up
Inspired by the innovation, collaboration, and cultural impact showcased throughout the event, PR360 provided a rich tapestry of perspectives and ideas. I am grateful for the opportunity to participate, and I look forward to applying these learnings in our future endeavors. Special thanks to Danny Rogers and PRWeek UK for hosting such an enlightening summit!
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