PR AT THE MEDIA CROSSROADS

Public Relations Institute of Ireland – Annual Conference 2013
PR AT THE MEDIA
CROSSROADS
Kevin Bakhurst
Managing Director of News & Current Affairs, RTÉ
Paddy Cosgrave
Founder, Web Summit series and F.ounders
Dr. Gavan Titley & Dr. Roderick Flynn
Centre for the Study of Media, Power and the Public
Kay McCarthy
Managing Director, MCCP – THE PLANNING AGENCY
Stephen Jio
Social Media and Community Manager, Dell
Stephen Rae
Editor, Irish Independent
Angelina Fusco
Editor TV News, BBC Northern Ireland
www.prii.ie / Our hashtag is #PRIIconf13
In association with Supported by
Professor John Horgan
Press Ombudsman
Ann O’Dea
CEO, Siliconrepublic.com
Clyde Court Hotel
Ballsbridge
Dublin 4
Thursday 25 April 2013
Georgina Bowes
Head of Digital Communications, Glanbia Consumer Foods
Gareth O’Connor
Social News Specialist, garethnews.com
Edel McCarthy
Digital Marketing Manager, Electric Ireland
Lisa Clancy
Director of Communications, GAA

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

PROGRAMME FOR THE DAY
Conference Chairperson: Matt Cooper, Journalist & Broadcaster
8.30-9.20 Registration
9.20-9.30 Niall Quinn MPRII, President PRIII
Opening address
9.30-10.05 Dr. Gavan Titley & Dr. Roderick Flynn, Centre for the
Study of Media, Power and the Public
Media shake-up and shake-out: How
PR practitioners can stay relevant in
the new reality
Dr. Gavan Titley is a media sociologist. He is a
Lecturer in Media at the School of English, Media and
Theatre Studies at the National University of Ireland,
Maynooth. His research predominantly focuses on
media, politics and racism in Europe, and his books
include Broadcasting in the New Ireland (2010), The
Politics of Diversity in Europe (2008) with Alana Lentin,
and a forthcoming book, Hate Speech, Online (2013).
Gavan has contributed to a wide range of edited
books and publications. He is also a regular
contributor on political issues to radio and television
in Ireland, and contributes to The Guardian’s
Comment is Free. With Roddy Flynn, he coordinates
the newly established NUIM/DCU research Centre
for the Study of Media, Power and the Public.
Dr. Roderick Flynn is a full-time Lecturer at the
School of Communications, Dublin City University,
and co-director of the DCU/NUIM National Centre
for Media, Power and the Public.
He is also lead investigator on the Media Ownership
Monitor project at DCU and previously chaired the
MA in Film and Television Studies.
His research interests include media and telecoms
policy in Ireland, Europe and the US. The author of
two books and numerous journal articles, Roddy
has also been published in a variety of mainstream
publications including The Irish Times, Magill, Hot
Press and Film Ireland.
10.05-10.40 Kevin Bakhurst, Managing Director News & Current
Affairs, RTÉ
Case study – RTÉ in crisis: In trouble
financially and reeling from the aftermath
of the Prime Time Investigates and Frontline
debacles, where to next for the State
broadcaster?
Kevin Bakhurst was appointed to the position of
Managing Director, RTÉ News and Current Affairs in
July 2012.
Formerly Deputy Head of the BBC Newsroom, Kevin
oversaw BBC TV News, Radio News and the BBC
News website. He also played a lead role in creating
the BBC Multimedia newsroom and the move by BBC
News to its new premises in central London.
He was appointed Controller of the BBC News
Channel in December 2005. Before that, he was
Editor of the BBC Ten O’Clock News programme for
two years, which won several awards including two
BAFTAs, a Royal Television Society Award and an
RTS News Event award.
Kevin also worked on a number of major stories in
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
also a member of the BBC’s London 2012 Olympics
management team and on the BBC Director General’s
leadership group.
10.40-11.10 Coffee & Networking
11.10-11.45 Panel discussion: Stephen Rae, Irish Independent;
Angelina Fusco, BBC Northern Ireland; Professor
John Horgan, Press Ombudsman; and Ann O’Dea,
Siliconrepublic.com
The journalists’ views on the future of
journalism
• What is journalism now?
• How are journalists approaching news gathering
and reporting?
• Are the days of investigative journalism dead?
• How are consumption patterns changing?
• Is the PR-journalist relationship still as important
as it used to be?
• How will media be funded in the future?
• Fallout of the Leveson enquiry: Will it impact on
our model of regulation?
Stephen Rae was appointed Editor of both The Irish
Independent and Independent.ie in September 2012.
He is a member of INM’s management executive
group and is currently overseeing a major reorganisation
of the Independent’s content provision.
He previously held the post of editor of the Evening
Herald, during which time it grew market share,
overseeing its evolution into a successful mid-market
brand and the only daily paper to grow sales in 2012.
He also served as deputy editor, associate editor
(news) and security correspondent.
Stephen is a qualified barrister, criminologist and
graduate of the DIT School of Journalism. He is also
a former editor of the Garda Review.
Angelina Fusco is Editor of Television News at BBC
Northern Ireland.
Angelina has more than 30 years’ experience
leading a large team covering some of the most
politically complex, editorially challenging and
sensitive stories in any part of Western Europe. For
the last 14 years she has been directly responsible
for the content of all BBC television news programmes
in NI, many of which have concerned stories which
have made world headlines.
Recently Angelina worked for 12 months as a trainer
at the BBC’s prestigious College of Journalism in
London. Her role involved working with senior staff
from the BBC and other news organisations from
around the world on issues such as editorial
leadership and editorial values. In 2012 she was
awarded an Ochberg Fellowship at the Dart Centre
for Journalism and Trauma at Columbia University’s
School of Journalism.
Professor John Horgan was appointed Ireland’s first
Press Ombudsman in August 2007.
Professor Horgan, who started his journalistic career
on the Evening Press in 1962 and subsequently
worked as a staff journalist on the Catholic Herald

and The Irish Times, has been a frequent contributor
to a wide range of print and electronic media in Ireland
and abroad. He became a member of Seanad Éireann
in 1969 and subsequently served in Dáil Éireann and
in the European Parliament.
He joined the staff of Dublin City University (then the
National Institute of Higher Education) in 1983 and
was appointed Professor of Journalism at DCU in
1999. He has been a member of the Interim Radio
Commission, of the Commission on the Newspaper
Industry, and of the Forum on Broadcasting. He is the
author of a number of books on Irish media, and of a
number of political biographies.
Ann O’Dea is co-founder, CEO and editor-in-chief
of siliconrepublic.com, Ireland’s leading online
technology and innovation news service, which
celebrates eleven years online in 2013. She is
former editor-in-chief of Irish Director magazine
and businessandleadership.com, which she also
co-founded.
11.45-12.20 Kay McCarthy, Founder and Managing Director,
MCCP – THE PLANNING AGENCY
Defining PR in a world where brands need
to redefine their purpose
Kay McCarthy has more than 22 years’ experience
in developing brand, communication and innovation
strategies.
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
McCann Erickson Dublin before moving to London to
lead the communications planning function at EMEA
level on many global accounts.
Kay has won several awards including two Euro Effies
for work on Tourism Ireland International and Xbox
in EMEA, and Adfx and AIM awards for her work on
Tullamore Dew, Unilever, NTL, Sprite, Diet Coke and
Heineken.
Five years ago, Kay set up MCCP to bring best in
class independent strategy and insight planning to
brands in Ireland and internationally.
12.20-12.55 Stephen Jio, Global Tablet & Gaming Digital Product
Marketing Manager / Social Media & Community
Professional, Dell
Case study: Internal alignment – how to place
social at the heart of your organisation
Stephen Jio is a member of Dell’s Digital Marketing
team. As the Global Online Marketing Manager for
tablets and gaming products, he is responsible for
providing an environment for customers to learn,
understand and purchase their portfolio of tablets
and gaming products online.
A strong advocate of social engagement, Stephen
is also a Dell Social Media Expert, participating
with the social community on various technology
subjects. The creator of Dell‘s initial Social Media
Consumer strategy in EMEA, he formerly managed
many of Dell‘s EMEA Facebook and Twitter accounts
and set up locally based outreach teams for social
engagement on behalf of Dell EMEA.
Stephen provides training and mentoring services to
Dell employees in social media and has participated
in many conferences throughout Europe and the Middle
East, speaking in particular on the importance of social
participation across all employee levels and functions.
Originally from the USA, Stephen lived in the San
Francisco area and then in New York City before
settling in Ireland 12 years ago. He can be reached
on Twitter @stephenjatdell.
1.00-2.20 Lunch & Networking
2.20-2.55 Paddy Cosgrave, Founder of F.ounders and the Web
Summit series
“All it takes is one success”: Brand building
in the digital age
Paddy Cosgrave is a Political Science graduate
of Trinity College Dublin. He is best known for his
role in the development of the Web Summit series
and F.ounders, an annual private gathering of some
of the world’s leading tech company founders
described as “Davos for Geeks” by Bloomberg.
In 2009, Paddy co-founded the Undergraduate
Awards of Ireland and Northern Ireland,
a foundation that supports and celebrates
outstanding undergraduate students throughout
the island of Ireland.
He previously co-founded MiCandidate, a service
that provided real time political content to media
companies in 25 European countries. It was
acquired in 2009.
Separately, Paddy has provided consultancy to
Hilary Clinton’s Senior Advisor on Communications
and has advised the Chairman of the UN Global
Alliance on ICT and Development. In 2008 he was
selected by the UN as a Global e-Leader for Youth
and ICT.
2.55-3.45 Panel discussion: Georgina Bowes, Glanbia Consumer
Foods; Gareth O’Connor, garethnews.com; Edel
McCarthy, Electric Ireland; and Lisa Clancy, GAA
Social media’s place in the media mix
• Approaching and analysing the relevancy of social
media channels and investing in them appropriately
• Unlocking the value of social data and establishing
the correlation between brand preferences and
communication needs
• How to drive customer and/or media engagement
• The role of ‘influencers’ in strengthening a brand
• Measuring and evaluating your efforts
• Impact of an online presence on brand reputation
Georgina Bowes is Head of Digital Communications
at Glanbia Consumer Foods.
A champion of business and brand engagement in
social media, Gina previously successfully devised,
delivered and measured the social media strategy
and ROI across eircom, eMobile and Meteor, winning
several awards at industry level along the way.
At Glanbia, she is responsible for the digital strategy
of the company’s portfolio of consumer brands, which
include Avonmore and Kilmeaden.
Gareth O’Connor is an experienced journalist,
broadcaster and storyteller. He worked at Ireland’s
national station, RTÉ, for 18 years, most recently
as editor of News on Two for RTÉ Two Television,
where he was also responsible for helping to
introduce social media news tools into the RTÉ
newsroom.
He developed his curation skills at social media
news agency Storyful, where he was appointed the
company’s first Director of News Gathering in early
2012. This involved finding, verifying and supplying
news content to international media companies
including the BBC, Channel 4, ABC and the
New York Times.
In January, Gareth established garethnews.com,
offering specialist social news curation and editorial
services, in addition to social media consultancy
and training.

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
social media and digitally-led brand campaigns,
to driving effectiveness in online sales and
harnessing digital innovation to deliver business
and brand value.
Edel has extensive marketing experience and
started her career in a number of exciting Irish
start-up organisations including Openet Telecom.
She then moved to eircom before joining Microsoft
as Marketing Manager for their Xbox and games
division.
Edel loves the opportunities that digital marketing and
social media presents to brands (and marketers!). You
can follow Edel on Twitter @edelmccarthy.
Lisa Clancy was appointed Director of Communications
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
was responsible for the communications plan,
communications in national emergency planning,
brand management and corporate publications.
She served as Director of Communications for the
Southern Health Board where she had responsibility
for internal and external communication and media
management. She also worked in the private sector
as Marketing Manager for Dulux Paints Ireland and
in financial services in London.
Lisa holds an MBA from Trinity College, Dublin and
is an avid Dublin supporter and Kilmacud Crokes
member.
3.45-3.55 Niall Quinn MPRII, President PRII
Closing remarks
JOIN US ON
25 APRIL TO….
• Find out what’s coming
down the tracks for
traditional and digital media
and how you should react
to those changes
• Gain insider tips from key
players across the media
landscape
• Identify the best mix of
tools to adopt to target
and reach customers,
employees and
other stakeholders
• Accelerate your learning
in online brand building
practices
• Network with your peers
in a rewarding, supportive
environment
Sponsors:

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PR AT THE MEDIA CROSSROADS
Thursday 25 April 2013. Clyde Court Hotel, Dublin 4.
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