Collaboration, case studies and connection
The CIPR Midlands Conference was back in Birmingham on Tuesday, with a theme of Future Focused: The Evolution of PR. Here, Stacey Cooper, Copywriter & Publications Manager, shares her reflections.
Aside from getting to meet some LinkedIn connections in person (and meeting some new ones), it was a thought-provoking day, full of practical advice, honest conversations and a sense that the PR industry is pulling together to embrace change and do better.
From the outset, the tone was open and collaborative. One of the first sessions, led by Joss Freestone from Eulogy, explored the increasingly blurred lines between PR and advertising and how paid and earned media can and should work together. What really stuck with me was one of Joss’s final points that “case studies are your friend.” This resonated strongly with how we work at See Media. Real stories, whether about our work or our clients’ impact, are what bring communications to life.
The theme of authenticity continued throughout the day. Sheeraz Gulsher from People Like Us delivered a refreshingly honest talk about diversity and inclusion in PR. One of the most powerful takeaways was not to let the fear of doing something wrong stop you from doing anything at all. His message was clear: if your intentions are good, you’re all good. Progress doesn’t come from perfection; it comes from trying, learning and listening.
My first breakout session was on ‘Working with Westminster’, where Rachael Clamp and Joe Dundas shared insights into lobbying and devolution – and how PR professionals can make the most of opportunities to connect with MPs and mayors. While not sounding the flashiest session on paper, it was full of valuable, candid and often quite humorous advice about making connections both locally and nationally, with lots of practical tips to take back to the See Media team.
Back in the main auditorium after lunch, Nikki Dean, TV presenter and host, delivered a session on public speaking. Her message was simple but powerful: be yourself. Whether on stage, on a podcast, or speaking in a webinar, connection matters more than perfection. It echoed something we’ve always believed at See Media – that the best communications come from a place of authenticity and that storytelling and real experiences are what people want to hear.
The importance of storytelling cropped up again in a fireside chat with Zoe Kleinman, the BBC’s Technology Editor. She talked about the reality of pitching in a fast-paced media environment – and the need to stand out from the noise of constant press releases (many of which are being generated by AI and can be spotted easily FYI!)
Zoe offered lots of useful tips, but her main point was to make sure what you’re pitching is genuinely interesting. Ask yourself: “Would I talk about this with my friends or family?” If not, don’t send it. Those who choose their stories carefully are much more likely to succeed. Again, case studies and strong spokespeople (ready to go when a story breaks) were also highlighted as key.
Further breakout sessions on visual storytelling and inclusion in PR kept the focus on the future of the profession. Stats shared by Koray Camgoz from the Taylor Bennett Foundation were sobering: 28% of PR professionals are privately educated – three times the UK average – and unpaid internships are still a common route in. It reinforced the importance of making our industry more accessible, something we’re invested in at See Media with our fabulous (paid) intern Kasturi joining the team recently, just one example.
After a packed day, I came away with a strong sense of shared ambition. Whether it was about collaboration across disciplines, building more inclusive teams, or keeping stories at the heart of our work, it felt like there was real commitment to continuing to create a more open, impactful, and inspiring industry.
