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PRCA Summer Leadership Academy - Brighton

When: September 2020
Where: ONLINE 


The PRCA Leadership Academy is aimed at PR and communications practitioners who are preparing to make their next step into leadership roles. They will learn the essential skills of leadership, resilience, creativity, crisis management, coaching and much more. The two day academy will feature a motivational speaker, workshops training sessions, a live crisis simulation and one-to-one coaching sessions.

All attendees will receive a PRCA PR and Communications Leadership Diploma upon completing the two-day academy.

The Academy will feature a motivational speech from guest speaker who's details will be announced shortly.

The trainers will include:

Rod Carwright FPRCA: To leadership and beyond - become the sort of leader that you would follow

The PRCA Leadership Academy is all about ... well ... leadership. But what is leadership? How does it differ from management? And what are the key steps in becoming a great leader? Drawing on 25 years' agency experience and the lessons of holding leadership positions in several international PR firms, PRCA Fellow, Rod Cartwright, will help you accelerate your journey to truly effective leadership.

You will explore different definitions of leadership and how they relate to your leadership journey. You will be exposed to insights from an award-winning annual, global study that Rod conceived and led, on effective leadership, effective communications and the umbilical link between the two. You will explore crucial themes including 'the death of the hero leader', 'breaking through leadership glass ceilings' and 'expectations of a leader in a crisis'. And through interactive group exercises, you will have the chance to assess how your own leadership - and that of your organisation - measures up. Provocative, challenging and practical, this session will act as a foundation and cornerstone for the two-day Academy, grounding you in the essentials of great leadership - whatever your role.

Emma Ewing MPRCA: Leading the way with feedback: Providing confident critical and positive feedback to get better results, improve motivation, and develop your team

 Feedback is one of the cheapest and most powerful management tools we have on tap. Yet it's underused and often poorly handled. Even experienced communicators are in danger of missing a trick, delivering feedback that fails to produce positive change. Effective feedback gets people on track, develops great careers and helps to shape a culture that reinforces and rewards high performers. Feedback can also be highly motivating and energising. It has strong links to employee engagement and productivity. This highly interactive session will build your skills and confidence in giving feedback that gets results and creates the change you want. You'll learn the absolute no-nos of feedback as well as understanding how to shape a culture that actively welcomes feedback at all levels. You'll be able to show others how to deliver great feedback and set the stage for building better management communication at all levels.

Jayne Constantinis MPRCA: How to be an effective leader and spokesman with gravitas

One of the key tools of great leadership is an ability to communicate with confidence and skill.  In this session attendees  will learn the fundamentals of excellent face-to-face communication for a variety of different scenarios: how to exude gravitas and presence through verbal and non-verbal techniques; how to present with clarity and relevance so that you can hold and inspire an audience; how to approach difficult conversations; how to manage meetings; the power of listening; the art of small talk and networking, and how to motivate and empower others. The training is highly practical – everyone  will leave with a set of tools to implement immediately. Delegates will also receive the 12-month programme of follow up support to ensure that their new behaviours are reinforced, extended, and embedded.

Jane Fordham MPRCASelf-Knowledge, Emotional Intelligence, and Resilience

Is your leadership style built upon a foundation of self-awareness and a knowledge of your own emotional intelligence (EQ)? This practical and highly interactive session will super-charge your performance and deliver a personalised blueprint for the long-term resilience and wellbeing of yourself and your team, turning wellness into a strategic enabler.  

 Social science tells us that even the smallest shots of positivity can give someone a competitive edge. Positive mindsets have been proven to transform engagement and business impact. Self-knowledge, EQ and wellbeing in a leader’s toolkit drives impactful communications, an ability to influence, engage and inspire a team, indeed all stakeholders. With this front of mind, workshop attendees will have the chance to complete an online EQ self-assessment in advance and have a 45 minute feedback session with trainer and ‘TEIque’ practitioner, Jane Fordham. 

Adrian Wheeler FPRCA: Creativity in PR - Techniques for generating ideas

Creativity is one of the three key factors clients cite when they describe how they choose agencies. New ideas are the lifeblood of successful PR programmes – the ‘magic’ behind the maths. There are 86,000 PR people in the UK today, all doing their best to come up with concepts which are fresh, original, different, attractive, engaging and strong enough to change stakeholders’ perceptions.

With 4,000 to 5,000 commercial messages hitting our eyes and ears every single day it’s a challenge to achieve memorable impact. Most of these messages float away like electronic confetti. But great PR ideas deliver truly spectacular results. What makes the difference? How can we produce a flow of outstanding creative ideas for our clients and employers - regularly, on demand?

This workshop sets out to define what great creative ideas are, using examples and the thoughts of creative maestros from advertising and marketing communications. It describes the discoveries of behavioural economics and neuroscience to show that we are all capable of thinking up terrific creative ideas, not just occasionally but to order. It then offers a series of tried and tested techniques for generating ideas at an individual level and when we are working in teams.

Kate Hartley MPRCA, co-founder, Polpeo: Crisis Simulation Session

Kate Hartley co-founded Polpeo ( in 2013 with global social media agency, The Social Element. Polpeo’s software simulates how a crisis unfolds and spreads over social and digital media, so that communications teams can prepare for and rehearse managing a crisis in a closed, private environment. Kate has 25 years’ agency-side experience in crisis and reputation management and corporate PR. She runs workshops highlighting the impact of social media on crisis management worldwide and speaks regularly at international events, most recently at SXSW, The Global PR Summit, PR Week’s Crisis Communications, and Social Media Today’s Social Shake Up. She is a member of the CIPR and the PRCA, and sits on the PRCA’s Digital Steering Committee which is designed to shape digital best practice across the PR industry. 

In the live crisis simulation interactive training session, attendees will experience what it’s like to manage a live crisis as it unfolds on social and digital media. Using Polpeo’s interactive crisis simulation platform, delegates will work in teams to manage a company’s reputation as a crisis hits in real-time. The session is designed to test and improve  crisis handling skills, discuss approaches with peers and with the Polpeo trainers, and provoke discussion about how to create crisis plans that are robust enough to withhold an attack during a crisis.  Also, every delegate will have a 30 minute one-to-one coaching session to reinforce learning and discuss an action plan for their organisation or client

To find out more and to book a place, please contact


"I honestly took so much away from the Academy - more than I could have hoped for. I really feel that the skills I learned will develop me to the next stage in my career and were genuinely so useful." - Sophie Baillie MPRCA, PR and Marketing Manager

"Brilliant location which helped create an environment for engaging discussions and enabling me to open my mind to different ideas." - Richard Edney, Management Consultant

"It was a really great training event - loads of practical advice that I can put into place straight away." - Celia Moran MPRCA, Press and Communications Manager

“I was promoted into a senior role last year, which involves working with the chief executives and other senior staff in the eight NHS national health boards in Scotland. As a Communications and Engagement Implementation Lead, I need to be able to think strategically, so that I can work effectively and offer the best possible advice and assistance. Gaining the PRCA PR Leadership Diploma has helped me to understand what other leaders expect from me and how I needed to grow into my new role. I found the sessions at the academy to be both informative and inspirational. The one to one coaching session and follow up support has also been extremely valuable to me.” - Vivienne Wilson, NHS, Communications and Engagement Implementation Lead

This event has been sponsored by Polpeo.