Trainers
Neil Backwith
Neil Backwith is a highly experienced business manager. He is a specialist in agency/consultancy management having spent 10 years as a client and then 22 years with Porter Novelli, rising from Account Manager to European CEO and Global Board Director. His focus on commercial skills is one which is rare in PR, directly linking agency profitability to strong time management. He is also a trained psychologist, author of the highly acclaimed book ‘Managing Professional Communications Agencies' and a Fellow of the Royal Society of Arts. He received the CIPR ‘Norman Manners' Award for PR Professional of the Year in 2007.
Neil's training theory:
'Training is so often ineffective because the fundamental principle of learning is missed. Learning is about understanding the reason why something is important and how it works, not about checklists and crib sheets. The basis for all my training is understanding of the business model on which PR consultancy is based. Once that is understood, the levers which impact profitability become clear and management of the business, staff and clients has a new purpose and direction".
Neil's specialisms:
All Neil's training is based on learning the key 'commercial skills' required to optimise the profitability of your PR Consultancy.
Neil's courses:
Improving your Profitability - Overview of Internal and External (client) Profit Management Principles. Making more from what you've got - developing your existing clients and accounts. Getting Better Deals from Clients - profit starts here. Keeping your Clients Happy - Monitoring Client Satisfaction. Improving your Profitability - Internal Profit Management Principles. Over-servicing - how you could kill it now. Improving your Profitability - External (client) Profit Management Principles. Setting your Rate Card - the right and wrong way to do it.
Nickie Aiken
Nickie is a senior corporate and media relations specialist with 20 years front line experience of crisis and issues management and journalism. She has worked successfully in political, charity and financial public relations, leading teams to deliver effective communications for clients and in-house, advising to board level. Nickie has served as a press secretary to a Cabinet Minister, run media operations for Bradford & Bingley and The Children's Society. She has presented for BBC Wales and worked a reporter for large regional newspaper.
Nickie processes first class experience of promoting within financial services has built strong relationships with both national and trade journalists. She offers strong creative and strategic leadership to clients in a number of sectors
Nickie's training theory:
"I hope delegates will find my training sessions informative but also fun. I hope they find them interesting but that they do not feel they are being preached at but are part of a fulfilling discussion throughout the day. I believe the secret to a good training course is when delegates feel they are part of it and not there to just be told what to do. It has to be as practical and participatory as possible. My aim is to give delegates a good grounding in a subject that they can take back and put into practice as events unfold”
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Nickie's specialisms:
Nickie Aiken is a specialist in crisis management and strategic media relations.
She has run media relations courses for a variety of organisations across the country and produced straight forward manuals for complete beginners to PR to give them a good grounding in the area. She is particularly interested in how strategic media relations can help a business improve its “bottom line”. She firmly believes that effective media relations is earned by strategic targeting. It has to be about fitting the story around the media not the other way around. Her own professional experience has latterly concentrated on delivering crisis management advice.
Michael Bland
Michael Bland, FCIPR, MBCI, is a consultant, author, trainer and lecturer in Crisis and Issues Management, Media Interview/Presentation Skills, Creativity and Stress/Motivation. A former communications head of the Institute of Directors and Ford Motor Company Limited, he advises and trains a number of major world companies, organisations and academic institutions, and is the author of 13 communications text books.
Michael's training theory:
"My training is designed to enable participants to develop a creative approach that suits them personally and increase creativity. I don't just teach, I help participants understand; making learning together easy and fun".
Michael's specialisms:
Michael's specialisms are Crisis and Issues Management, Communication Psychology, Interview/Presentation Skills, Creativity, ‘Energy for Life', Making Learning Fun.
Michael's courses:
Crisis Management, Pitching to Win New Business, Increasing Creativity
Carissa Bub
Carissa was originally a broadcast journalist and presenter, and much of her work focuses on telling stories which inspire confidence and positive action from stakeholders. Carissa has over a decade of experience working closely with financial communications and Public Relations agencies across Europe. Now an NLP practitioner, Carissa has an international reputation helping CEOs and executive teams.
Carissa's training theory:
The training has to be harder than the race!'
Carissa's specialisms:
Carissa specialises in financial PR, selling a credible message in challenging times, managing reputation in times of change, communicating with impact, promoting women leaders and replacing doubt with conviction and confidence.
Carissa's courses:
Understanding City and Financial PR.
Magnus Boyd
Magnus is a partner at the pre-eminent media law firm Carter-Ruck. He specialises in advising a range of high profile individuals and companies on reputation management, defamation, privacy and breach of confidence. He has ten years experience and has worked on a number of leading cases in this field. Magnus works closely with public relations advisers, both in-house and agency, to help manage issues and crises both before and after publication or broadcast. Magnus is a regular media commentator often speaking to the national print and broadcast media on issues such as privacy, defamation and reputation management
Magnus's training theory:
"Legal tools can be an effective part of a PRO's long-term strategic advice to clients as well as their crisis management offering. I train PROs in how they can use the law to protect their clients in the long term and in the event of a crisis; how to keep control of a story and negotiate effectively with a journalist and how to protect a corporate figurehead. The media is constrained by law and regulation and is having to adopt a more legalistic approach to investigating and delivering stories. Understanding the law that controls the media helps PROs protect their clients".
Magnus's specialisms:
Magnus's specialisms are Media Law, Libel, Defamation, Privacy, Reputation Protection, Crisis Management, Freedom of Expression, misuse of private information, complaints against the Media, Injuncting the media, suing Newspapers and Broadcasters, the law and journalism.
Magnus's courses:
Steve Dunne
Steve Dunne is the UK's leading PR and marketing trainer, one of the foremost thinkers and speakers on PR strategies and is a well renowned expert on E-marketing and PR in the digital age.
Steve is currently CEO of Digital Drums Ltd, the UK's premier digital PR and marketing strategy consultancy. Digital Drums has advised companies such as Virgin Atlantic, Dorothy Perkins, Arcadia Plc and The Hospital Group Plc on their digital PR presence.
A marketing professional with over 30 years experience, Steve has held senior PR roles in British Telecom, HSBC and South African Airways as well as being a director and board member of a range of PR consultancies including Affinity Consulting, Countrywide Porter Novelli and Brighter Group - where he is Executive Chairman.
As a trainer Steve is much in demand and has trained organisations as wide and varied as The Prime Minister's Office, The Royal Navy, Tourist boards, blue chip Plc's, charities, PR consultancies (of all sizes) airlines, hotel groups and retail chains amongst many others.
Steve's training theory:
"I believe that a training course should be as practical as possible, giving real life examples that delegates can easily remember and use as a reference in the future. My courses are energetic, engaging, insightful and entertaining - the key ingredients for effective learning”.
Steve's specialisms:
Steve Dunne is a specialist in training PR and marketing professionals in the digital environment and how to survive and thrive. Steve also has extensive experience in Crisis Management, PR Strategy and Client handling skills.
Steve's courses:
How to Create an Effective Podcast. Selling into the Media. Developing a Digital Strategy. How to Create an Effective Blog. Print and Design for PR Consultants
Emma Ewing
Emma Ewing is a PR trainer, coach and consultant with a particular interest in communication, people management and personal effectiveness. She advises and trains in a range of organisations in the UK and around the world, meeting PR practitioners from every area of the industry. Before becoming a trainer Emma's career spanned in-house, public sector and latterly high-tech PR in a consultancy environment. She understands the pressures involved in the industry and uses this background to ensure her training is realistic, practical and effective.
Emma's training theory:
“People working in PR need trainers who appreciate what it's like to do the job. My approach combines a love of communication theory with the understanding of what actually works for PR professionals. All my courses are designed to allow delegates to personalise the training so that it is directly relevant to the work they do back at the office. I'm passionate about learning and sharing knowledge and experience, so my PR training is based on plenty of opportunity for discussion, interaction and enjoyment”.
Emma's specialisms:
Emma specialises in all aspects of effective communication, motivation and people's behaviour at work. She also has a healthy respect for English grammar and would class herself as a grammar fan rather than a fanatic.
Emma's courses:
Becoming Assertive. Getting to Grips with Grammar. Improving Personal Communication for PR Professionals. Building Effective Persuading and Influencing Skills. Client Handling.
Christopher Head
Christopher is a qualified barrister of 30 years' standing. He has worked as a law book editor (‘translating' legal source material for practising solicitors and barristers), as a corporate legal adviser and company secretary (‘translating' the law for entrepreneurial manufacturing electronics engineers with a multinational business), and for the last 20 years he has worked as an employment law consultant, ‘translating' the complexities of employment law into practical and business-friendly guidance for clients.
Christopher's training theory:
'The true expert will not blind you with the complexities of their subject. They will draw on the breadth and depth of their knowledge to make things simple and clear, so that you have accurate information that you can use appropriately to help you solve problems'.
Christopher's specialisms:
Christopher specialises in helping people understand that employment law can be a valuable and positive tool in managing a business effectively.
Christopher's courses:
Peter Howatson
Peter Howatson was Group Finance Director for Shire Health (part of WPP) and before that with Gardiner Caldwell (a privately run medical education group). He is a versatile change manager with over 20 years professional and commercial experience resolving Finance, Operational and IT management issues.
He set up "Independent Director Services" in 2003 to offer commercial support options primarily for owner managed marketing based businesses. These range from Strategic Business Consulting to Non-Executive / “On-call” Finance Director roles working on everything from potential growth and exit strategies through to assignments designing, facilitating and delivering change and restructuring programmes.
Peter's training theory:
'Training needs to ensure that attendees are able to put things into context and have a wider appreciation of the topic in question. Learning a set of basic rules and facts without this misses the point'.
If you are able to come away with something you can use in the real world and if you can see the practical application then you are more likely to appreciate the longer- term implications of doing, or not doing, something well. That is what makes all the difference".
Peter's Specialisms:
Peter specialises in finance, strategy, people and structure, staff motivation and remuneration structures.
Peter's Courses:
Vyvyan Kinross
Vyvyan spent the first part of his career as a journalist specialising in Middle East affairs and still remains a member of the National Union of Journalists, as well as being a Member of the Chartered Institute of Public Relations. Vyvyan Kinross is also a graduate in Modern Arabic Studies from the University of Durham.
Vyvyan has spent a total of 25 years in marketing and public relations consultancy. In 1987, he was a founder and principal of Kinross + Render Ltd, which he helped develop into a top 50 marketing and PR firm with over 30 employees and has planned and implemented marketing, communications and PR programmes for a wide variety of organisations, both in the UK and internationally.
Vyvyan's training theory:
'I am absolutely passionate about passing on the knowledge and skills which I have learned and used in my working life, first as a journalist and second as a PR and marketing professional. I am not an academic, rather a trainer, and thus my approach is to combine theory and practice in a way which offers a mix of knowledge and skills transfer. I think the most effective learning is interactive, hands-on and enjoyable. If a delegate walks away being able to do something they couldn't before, then that looks like success'.
Vyvyan's specialisms:
Vyvyan specialsies in writing skills for PR professionals, including proposal writing, news and feature writing, as well as PR launches, agency management communications and the Middle East.
Vyvyan's courses:
Writing Skills for PR Professionals. Writing PR Proposals.
Ruth McNeil
Ruth McNeil is a market research consultant and trainer with a background in both marketing and research.
Following a career as an analyst at Unilever and then as a board director at Research International, Ruth formed her own company, Response Consulting Ltd, in 2001. She has written an acclaimed book on business to business market research, is a Fellow of the Market Research Society, and is a frequent speaker on platforms both in the UK and the US.
Her knowledge of public relations has been honed by a spell as Public Relations Manager for the Family Planning Association and by working closely with PR professionals when Marketing Director at Research International.
For many years also at RI as key International Account Director for Shell and other blue chip companies, she has considerable experience of client handling and the issues that arise from long term client relationships. Now running her own company, she has intimate experience of the exigencies of time management and business building.
Ruth enjoys training and brings it to life in a sparky way to make it an enjoyable and enriching experience.
Ruth's training theory:
'We all need to be "learning individuals" - to carry on learning soft and hard skills as we go through our careers; but learning should be fun as well as serious. I believe people learn best when in a relaxed environment and with others who share similar challenges. My courses have serious content but are highly interactive, with a stress on people learning as much from the others on the course as from me as trainer. Highly stimulating, interactive, rich in content, business relevant, pacey - that is what I try to bring to the PRCA training courses.'
Ruth's specialisms:
Ruth specialises in training in the softer skills that are so important in today's business. In particular, she gives courses on how best to handle and manage clients, and on how to prepare and present presentations and motivation and leadership but there are more subject specific areas in which she also trains such as the use of market research and role of evaluation in public relations.
Paul Mathieu
Paul Mathieu has spent his working life in journalism and public relations. His career in journalism began on two London B2B magazines. He then joined the press office of the computer division of General Electric USA, GEIS, and transferred to Honeywell when it acquired GEIS. He worked as communications manager for Honeywell UK before moving to the firm's PR agency, Carl Byoir [later part of Hill & Knowlton]. He was named agency ‘writer of the year' three times in a row. In 1988 Mathieu started his own agency, Herald Communications, focusing on the technology and consumer sectors. Herald became a pan-European agency with over 100 staff and offices in London, Paris, Munich, Milan, Prague and Warsaw. After selling Herald to Fleishman-Hillard in 2001, Mathieu stepped down from the agency in 2004 to concentrate on writing and training.
He has written a book on horse racing that was reviewed by The Independent on Sunday as, “Brilliantly researched and stylishly written… the racing book of the year”. He's currently writing a second book. Mathieu has freelanced for a wide range of newspapers and magazines, and for BBC Radio. He gives regular training sessions on writing skills for the UK's Public Relations Consultants' Association, for individual agencies, and for the client side.
Paul's training theory:
"Training must be FIT for purpose: Fun, or no one learns anything: life's too precious to spend a whole day wishing you were somewhere else. It has to be Interactive, with as much time as possible spent writing and doing critiques: not just listening to a recital of dos and don'ts. And it must be Tailored, meaning case studies and work samples relevant to every person in the room, every time - not a standard 'training in a box' approach".
Paul's specialisms:
Paul delivers clear, concise, high-impact PR writing training.
Paul's courses:
Bill Moir
Originally an Education graduate Bill's academic achievements also include a Doctorate in Human Behaviours.
Bill Moir has been engaged over the last twenty years as Change Agent, Internal Marketing Consultant and Learning and Development Specialist, and has worked with such organisations as American Express, Amnesty International, BAA, BAe, Local Authorities, Mitsui, Nike, Novartis, NHS Trusts, Microsoft and Whitbread a range of PR Consultancies. These development programmes have enabled Bill to develop his participative and challenging teaching approach. Bill's writing and delivery is therefore informed by the evidence and expertise of working with a wide range of organisations with staff of differing abilities.
Bill training theory:
"Participative, interactive and fun. Conducted in a safe learning space and filled with practical tools, models and techniques which can be easily implemented to create an immediate improvement to business practice".
Bill's specialisms
Bill's expertise includes the design and delivery of appropriate soft skills development solutions to achieve corporate and individual goals. I focus on the design and delivery of appropriate training solutions drawn from the changing organisational needs of my clients to achieve their corporate and individual goals.
Bill's courses:
Motivating and Leading PR Teams. Working as a Team. How to Manage your Time and Work Load more Effectively. Managing Stress.
Trevor Morris
Trevor Morris is Visiting Professor in Public Relations at the University of Westminster and an author, business consultant and mentor. He was formerly the CEO of Chime Public Relations, the UK's largest PR group
In over a quarter of a century in the PR industry he has successfully built and sold a major PR consultancy with margins of over 30%, been the CEO of the UK's largest PR group, worked for numerous major companies and organisations and written and lectured extensively.
He is the co-author of three books: ‘PR- a Persuasive Industry? Spin, Public Relations and the Shaping of the Modern Media', ‘Public Relations for Asia' and ‘Public Relations for New Europe' all published by Palgrave Macmillan.
Trevor's training theory:
"My training is based on a mixture of short presentations, exercises, workshops and discussion. I do not generally use PowerPoint, preferring to encourage two way interaction and note taking by using pre-prepared workbooks.
Trevor's specialisms:
Trevor's training specialisations are devising and planning strategic PR campaigns, effective presentation and pitching skills, crisis management and the handling of bad news, creating positive news stories and calling journalists, understanding Brands, negotiation skills, PR's role in the media, society and the economy
Trevor's courses:
Introduction to PR. Planning a Strategic PR Campaign. Presentation Skills.
Mark Ramsdale
Mark Ramsdale is the PRCA's Head of Public Affairs. He also provides independent political, public affairs and communications advice to a range of other organisations.
He has worked in Parliament, for non-departmental public bodies as well as commercial organisations.
Originally a mechanical engineer, Mark brings a pragmatic, logical and considered approach to his work and to his clients.
Mark's training theory:
'By ensuring you spend time thinking about the bigger picture as to why you are doing something helps you to understand better your audience and how to connect with them. Thereafter, getting the basics right is essential otherwise you can lose people in an instant.
I work with people and organisations to help them see the benefit of engaging with the political process and how to ensure they can achieve results efficiently. Wherever possible, I use people's own experience and needs as they can relate to their own area of expertise and are able to put what they are learning into context immediately. This also makes it more enjoyable and people remember what they've learned.'
Mark's specialisms:
Mark specialises in converting latent talent and core skills into useful, cost-effective delivery; policy writing and its use in communications; engaging with Parliament and Government.
Mark's courses:
Chris Roycroft - Davis
Chris Roycroft-Davis was the former Executive Editor of The Sun, Britain's biggest selling daily newspaper.
No other media coach in the UK can match Chris's depth of experience at the very highest level of every
form of written and spoken communication. He wrote a daily newspaper column read by 10 million people, has worked as a speechwriter for David Cameron, broadcasts regularly on TV and radio and is the author of two acclaimed books on the media and successful communicating.
Chris's training theory:
Learning any skill is more effective if it is enjoyable, so I make my workshops engaging and interactive. The easier it is to learn, the more your confidence grows and the better you become. Training must also be relevant, so every course is tailored to your specific needs to ensure every second you spend in the workshop achieves maximum success.
Chris's specialisms:
My passion is the art of successful communicating, be it written or spoken. A lifetime in journalism and broadcasting has taught me how make a message memorable and effective and as a coach I specialise in helping people to think, write and speak with power and confidence. I also help them understand the media - how it works, where it's going and how to handle it.
Chris's clients include Microsoft, Sony, Asda, Nintendo, Shine Communications, the Red Consultancy, Porter Novelli, Bite and JCPR Edelman.
Chris' Courses include:
Claire Walker
Claire founded Firefly Communications in 1988. Under Claire's leadership, Firefly has always had a strong reputation for people and development. Claire is profiled as one of Britain's Top 100 influential business women.
Claire's training theory:
'Churchill once said 'I always want to learn but I do not wish to be taught'. That is how I feel and I approach all my courses with this in mind.'
Claire's specialims:
Claire specialises in management skills and networking skills as well as corporate communications, internal communications, new media and social media, business-to-business. Claire also has extensive experience in corporate, consumer, environment and technology sectors.
Claire's courses:
Adrian Wheeler
Adrian Wheeler started out as a local newspaper reporter before training at a financial public relations firm in the City. He co-founded Sterling Public Relations, a general practice agency, in 1976. This firm became the UK office of GCI Europe; as CEO of GCI UK, Wheeler led the company into the UK Top Ten and in 2000, as chairman of GCI Europe, oversaw the development of a 28-office network with 53 multi-country clients.
Since 2006 he has been a partner in Agincourt Communications and a non-executive director of Firefly Communications, The London Communications Agency, The Gyroscope Consultancy and Best Communications (Prague). He is chairman of the CIPR's Professional Practices Committee. As a PR trainer he delivers courses to clients and consultancies throughout Europe and the Middle East.
Adrian's training theory:
"To win clients' confidence you need to be on top of your subject. There's a lot to learn and the PR landscape changes quickly. I try to make the material memorable by turning everything into a story - a tale from my own experience, a case-study, a dramatic illustration or a practical exercise where we go step-by-step through a PR triumph or a PR disaster.
My definition of success is for everyone to take away at least three new ideas or techniques which they can start using the very next day".
Adrian's specialisms:
Adrian's specialisms span across a wide range from PR skills particularly media relations, strategy and planning, issues and crisis communications management, pitching to win and CSR through to management skills such as dealing with procurement, consultancy management and what makes clients happy? as well as for clients, choosing and using PR consultancies and getting the best from your PR consultancy.
Adrian's courses:
Good Media Relations. Pitching to Win New Business. Understanding Corporate Social Responsibility (CSR).
Lionel Zetter
Lionel Zetter has worked for the Media Information Group and Political Research & Communications International. He was MD of Parliamentary Monitoring Services Ltd and Political Wizard Ltd, before selling the company to Dods Parliamentary Communication Ltd. He was Deputy Chairman of Dods until the end of 2007, and is now an independent public affairs consultant.
Politically Lionel has chaired two Conservative Associations, and worked at Conservative Central Office. He has also been a general election agent, and stood for the Conservatives in Edmonton in 2005.
Lionel is a Fellow of the CIPR and a Fellow of the Royal Society of Arts. He is also a member of the NUJ. He was President of the CIPR in 2007, and is also a former Chairman of the Government Affairs Group. He has written and spoken widely on public affairs, politics and public relations, and made frequent media appearances. He has written a book on political campaigning, and is currently writing a book on lobbying. He has spoken, taught and lectured widely on the subjects of politics and public affairs.
Lionel's training theory:
"Lobbying is an art, not a science. It is evolving the whole time. There are no right or wrong ways to lobby - aside from the moral and ethical dimension".
Lionel's specialisms:
Lionel's specialisms are Westminster Parliament, House of Lords, Conservative Party, Interlocking and overlapping networks.
Lionel's courses:
