Stuart has almost 25 years' experience in PR, corporate communications and public affairs. He founded a specialist online PR consultancy and in less than four years grew it into a PRWeek Top 150 Consultancy and Top 30 Digital Consultancy. Clients included Unilever, Sony Mobile, HSBC, Carlsberg, First Direct, PayPal, Discovery Channel and GlaxoSmithKline.
Today he provides online PR and digital corporate communications training and consultancy to clients in the UK, Europe and Middle East including the European Parliament, EU agencies, Middle Eastern governments and some of the world's largest companies as well as helping PR and public affairs agencies to improve their online PR capabilities. He is also a part-time lecturer on digital communications at Leeds Metropolitan University.
In 2003 Stuart became one of the world's first public relations bloggers and his blog (www.stuartbruce.biz) is still ranked as one of the world's top PR blogs. He is a founder member of the CIPR social media advisory board and one of the co-authors of Share This: The Social Media Handbook for PR Professionals.
He is a frequent media commentator and conference speaker in the UK and Europe speaking on all aspects of online PR, corporate communications and digital public affairs.
Q and A
What is your ambition for the CIPR?
To become the de facto standard for public relations professionals with CIPR membership and qualifications an essential requirement for top public relations jobs.
What does the profession need to do over the next five years?
Be clearer and more consistent about what the management discipline of public relations actually is. It is not publicity or media relations, but is fundamentally about how behaviour impacts reputation.
What is the most interesting PR activity you undertake?
Training. Sharing my knowledge and experience and seeing it put into action by other public relations professionals. Especially in corporate communications and public affairs where use of the social web is still underdeveloped compared to marcoms PR.
Who is your PR idol?
I don't believe in idols as everyone has strengths and weaknesses. You can learn from the most unlikely people and be disappointed in those you'd expect more from.
If you were not in PR, where would you be working?
Public service. Probably politics where I can contribute to the community and the country.
What is the single biggest issue facing PR?
Encroachment by the marketing and advertising industries who are using PR tactics as part of social media and digital, but without any strategic understanding of public relations. Revenue for delivering tactical PR solutions will decrease and be taken by marketing agencies. The PR profession has too many doers and not enough strategic thinkers able to provide senior counsel.