PR at the crossroads: survive or thrive?

New thinking to redefine and transform how you define yourself and what you do in PR and Comms.

Are you an ostrich, scared rabbit or evolutionist when it comes to the future of public relations? 

Here is a great opportunity within one short 60 minute event to help you to fundamentally rethink what you do - and transform how you do it. And it’s a great opportunity to help shape future thinking in our industry.

Brought to you by the Public Relations Programme at the University of Lincoln this FREE professional development event features one of the UK's thought leaders in Public Relations, Andy Green, with attendance being suitable for both CIPR and PRCA CPD.

The event will start at 7pm followed by drinks and light refreshments and networking time from 8-9pm.


There has been two revolutions in recent years - and the people working in PR and Comms need to evolve to survive or thrive.

The first revolution in digital technology created a ‘flat’ media world. Different communications disciplines, such as advertising, public relations and direct marketing, were previously defined by how they worked in different ways. Now they compete for the same precious space on the digital-based canvas they now share.

As a result, we’ve witnessed the rise of ‘Comms’ within which ‘public relations’ is in danger of becoming more marginalized, with lesser status and influence, with smaller budgets, and fewer resources, suffocated by more data-smart, bigger-budgeted competitors.


Face the facts. There’s fewer using ‘public relations’ in their job title, department or business names. There’s been significant job losses in ‘PR’ departments across the land. Less than 2% of UK public relations businesses reporting profits of more than £50,000 a year, with only one in three companies in this mature business sector being more than five years old (Source There’s even a 20% year-on-year decline in Google searches for the term ‘PR jobs’- all pointing to a ‘public relations’ name, a brand, in potential decline.

The world will be a poorer place if there isn’t a vibrant, self-confident and assertive public relations function.

Yet there is hope.

The second revolution is in neuroscience and psychology: we now know far more about how our brains work, how we make decisions, and how we can better influence others. And this new knowledge and insight can inspire radically different new ways to enable PR people to be more effective in their work, achieve greater success, and enjoy a competitive edge over rival disciplines. Only if they evolve.

We all need to respond to the revolutions in digital technology and neuroscience with powerful new insights and smarter thinking. Wouldn’t you rather evolve to a better future rather than fade away?

The PR industry fighting to survive with one arm tied behind its back, hampered by out-of-date theory and definitions which were inadequate even in their prime, and fail to define themselves within the context of other communications and behaviour change disciplines.

Yet talk to the professional bodies, or fellow professionals about ‘redefining PR’ and the response is either like an ostrich with its head in the sand, or a rabbit frozen in response to on-coming headlights.

Why? Because previous efforts to define ‘Public Relations’ fell short, mainly because they were asking the wrong question.

Discover the new ‘Dublin Definition’ created following several years work with global communities of leading thinkers and do-ers in PR and Comms. Recently presented at the EUPRERA conference, Europe’s leading PR academic conference, the Dublin Definition is the first definition of ‘public relations’ based on science - and poetry. And the first to define itself in the context of integrated communications. It is also the first with a supporting theoretical framework, that enables you to bridge theory, practice, and measurement. As Kurt Lewin, one of the founding fathers of social psychology famously surmised “There's nothing so practical as good theory”

Public relations practice faces being diminished, more marginalised, losing out to other more powerful disciplines in a flat media landscape. There is an urgent need to renew, re-invigorate and re-engineer public relations practice. This event could be the key to offering a better future to you and your colleagues.

Are you going to be an ostrich, scared rabbit or evolutionist when it comes to the future of public relations? 

Act now. Come along on Thursday February 1st

Your Guide to ‘PR at the Crossroads’ is Andy Green founder of storytelling training consultancy Story Starts Here and social enterprise Grow Social Capital.

He was voted ‘UK PR Practitioner of the year in 2013’. Andy is author of ‘Creativity in Public Relations’ translated into seven languages. He even runs creativity training sessions on the London Tube.

Andy has lectured and run workshops across Africa, Asia, Australia, Europe, and the United States.

He is a Fellow of the Royal Society for Arts, Manufactures and Commerce, and of the Chartered Institute of Public Relations and a judge on five industry awards schemes.


What are my transport/parking options for getting to and from the event?

Lincoln is just over an hour's drive from the centres of Nottigham, Leicester and Sheffield.

Car parking will be available on site in car park 8, off the Ropewalk through the South vehicle entrance. Please note charges apply.

See map here.

The University is ten minutes walk from Lincoln Central railway station. Trains to Nottingham run until 2226 and to Sheffield until 2127.

How can I contact the organiser with any questions?

Douglas Brown teaches at the University on Mondays, Tuesdays and Thursdays and can be called on 01522 88 6168 or emailed at

Do I have to bring my printed ticket to the event?

Yes please.

Is my registration fee or ticket transferrable?

Your ticket is transferable - if you can't make it please pass it on to a colleague who can attend.

Is it ok if the name on my ticket or registration doesn't match the person who attends?