Looking for a Public Relations Agency? Use our Free matching service to find the right agency for you.

User login

PRCA Leadership Academy - Scotland

When: 25th-26th April, 2019
Where: Airth Castle Hotel & Spa, Airth, Stirlingshire FK2 8JF

Image result for airth castle hotel

Taking place from 25th-26th April, 2019, 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, business management, crisis communication management, and much more. The two day Academy will feature motivational speakers, 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 Mark Beaumont who has become a household name through his documentaries about ultra endureance and adventure.  Having beaten the circumnavigation cycling World Record twice in his career, he now holds this 18,000 mile title in a time of 78 days and 14 hours, averaging 240 miles a day.  iHs epic documentairies have taken viewers to over 100 countries, into the Artic, the high mountains and around the Commonwealth, also surviving capsize int eh  mid- Atlantic.  A career like this is not possible without building dedicated teams and a business to support.Mark will give his own personal insights about leadership, his achievements, the psychology of winning, and more.

 The trainers will include:

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 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. In these times where top talent is scarce and hard to retain, impactful feedback provides can help drive employee engagement and productivity. This highly interactive session will build skills and confidence in giving feedback that gets results and creates the required change. Attendees will learn the absolute no-no’s of feedback, as well as understand how to shape a culture that actively welcomes feedback at all levels. They will be able to teach others how to deliver great feedback and set the stage for building better management communication at all levels, in multiple situations.

Adrian Wheeler FPRCA: Crisis Communications Management - Beyond survival

Cynical journalists say that a crisis brings companies media coverage that money can’t buy. They also say that the only time a commercial organisation ends up on the front page is the one time they really don’t want to be there: a crisis.

These journalists are highlighting a phenomenon known as ‘The Crisis Paradox’. Research from Oxford Metrica shows that companies which handle crises calmly, professionally and proactively experience an increase in their reputational assets, and in particular their share price.

This session of the PRCA Leadership Academy describes the steps practitioners can take before and during a crisis to make sure that organisations benefit from The Crisis Paradox.

The presenter provides examples and statistics to help persuade management that crisis preparation deserves an investment of time, money and effort – because there is a real ROI.

The workshop outlines the basic preparations – contingency planning, stakeholder identification, crisis policy, The Red Book, crisis-ready materials and dark sites, team rehearsals, simulations, and – above all – spokesperson training. Followed by

what happens ‘on the day’: initial statements, immediate actions, taking the initiative with the media, triage with online/social alerts, retractions and corrections, handling legal advice, managing a team under pressure and managing spokespeople. Managing our Spokesperson…

The session will end with evaluation and discuss how to perform better next time.


Steve Dunne FPRCA: Get Commercial - How to become commercially focused 

Few PR professionals enter the profession to work on the commercial side of a business.  Maybe it’s a left brain, right brain issue; maybe it’s getting excited about creativity and event management rather than the numbers. However, as you become more senior in the industry the commercial aspects of the business will become a major part of your role. In this session, delegates learn  the essentials of commercial management in a business undertaking PR - from planning for profit and managing costs, to keeping on top of over servicing and understanding contracts.  Learn how to operate billable time and create healthy margins; when to deploy investment hours and how to avoid unplanned write off.  Examine how to estimate and financially plan a PR proposal or how to negotiate bigger budgets. Session leader Steve Dunne has managed some of the biggest PR departments around, including British Telecom, HSBC and South African Airways as well as leading four major PR consultancies, two of which he sold.  He knows what PR professionals need to know commercially and will share that in this session.

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


The Academy will take place at Airth Castle Hotel & Spa is Central Scotland's most exclusive retreat offering a stunning backdrop and a fantastic variety of flexible meeting & event spaces, plus a versatile range of facilities and services.

The Academy will also feature a motivational speaker  (the details will be confirmed shortly).  

The price is member: £995.00+VAT, non-member: £1195+VAT which includes all training sessions, meetings, and presentations, one night's stay at Airth Castle Hotel , a two-course lunch on both days, breakfast on day two, and a three-course evening meal on day one. 

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



 This event has been sponsored by Polpeo.