© IdeasMerchant.com

Postgraduate Diploma in Public Communication : MPC1165

4 & 5th April 2007


A big thanks to all those who participated and helped in making the second of these events just a joy. If you want to know when new things happen here just let me know.

This module starts with a brief history of the development of new media technology and its uses within the organisational and communication environment – specifically in relation to external and internal communications. It examines and investigates the implications of new media technology for the strategic management of organisations. It will include an introduction to the basis skills required for web site authoring.

Day One

0930 - Introduction, Spencer Hudson (website, powerpoint)

1115 - DirectGov, Will Stengal (website, powerpoint)

1345 - Webs/Bloggs, Stuart Bruce (website, archived from last year: powerpoint)

1530 - Hands On, Spencer Hudson (exercise, word)

Day Two

0930 - Bringing all the elements together, Spencer Hudson

1115 - COI Process, Jamie Galloway (powerpoint)

1330 - On line access for all/accessibility, Bim Egan (website, archived from last year: presentation, adult rnib general guidance, business case study, learning more)

1600 - Assignment & Discussion, Spencer Hudson


“A positive force for Public Communication”

This is an academic piece of work so you must bring into your discussion aspects of academic theorisation that support your argument.These should be, as always, appropriately referenced.

Answer question 1 or 2 only:

Question 1: Select one web sites that is related to some aspect of government policy, identify their aims and discuss their effectiveness. Particular attention should be given to identify the different stake holders (management, production, marketing ...) and the consumers (general public, other departments...).

Question 2: Is the development of blogs and podcasts a passing phase, a significant opportunity for communicators to reach new audiences or a risky area for the public sector to enter? Identify example of where the mediums have been used and what lessions can be learned.

Your report should make recommendations on how the medium could be improved / integrated into the overall public communcation strategy (nb. reference to the government web rationlisation programme may be appropriate here)?

3000 Word Assignment

To be completed and sent to Katherine Hill no later than 31st May 2007


Stuart Bruce Bruce, Marshall Associates

Stuart Bruce is a partner in Bruce Marshall Associates LLP, a public relations and marketing communications consultancy based between Leeds and Wakefield. Before starting his own business in 1998 he was based in London where he was responsible for the UK public relations and public affairs for Grant Thornton, one of the world's largest accountants.

Stuart is one of the UK's most established business bloggers and has been writing his A PR Guru's Musings blog since early 2003. It is now ranked as one of the top 20 public relations blogs in the world. He has worked across a wide range of sectors including professional services, law, accountancy, technology, telecommunications, local authorities, housing, entertainment and higher education.

He is also an elected member of Leeds City Council and was previously the Lead Member for Corporate Communications and Customer Services.

Stuart is a member of the Chartered Institute of Public Relations and holds a postgraduate qualification in communications, advertising and marketing. He is the winner of two prestigious PR Week awards - ‘Best International Campaign’ for a global technology company and ‘Best Healthcare Campaign’ for a group of solicitors and trade unions.

For more information: www.brucemarshallassociates.com

Bim Egan, RNIB

Bim is a Consultant with RNIB’s Web Accessibility team, working with commercial and government organisations to assess their web sites and advise on ways to make them more accessible to disabled people.

Prior to joining RNIB Bim worked for the BBC as a web author, sound editor and advisor to the BBC’s accessibility working group.

As part of her work for RNIB, Bim delivers workshops and training modules on the benefits of accessible web design and ways to maximise user interaction.

Why make your information accessible? Produce your information in a way that all your customers can read because:

(1) it’s fair - People with sight problems should receive information that is accessible to them. Access to information enables all of us to make decisions and lead independent lives.

(2) it’s the law - The Disability Discrimination Act means there is now a legal duty to meet the information needs of your blind and partially sighted customers. See it Right guidelines will help you comply with the new Disability Equality Duty which is now in force. Free information on the Disability Discrimination Act can be obtained by contacting the Disability Rights Commission Helpline on 0845 762 2633 (minicom 020 7211 4037).

(3) it makes business sense - Two million people is a sizeable customer base which cannot be ignored. Meeting the needs of all your customers makes good business sense

see it right

For more information: www.rnib.org.uk,

Jamie Galloway

Jamie joined the COI, the Government's centre of excellence in marketing communications, in 1999 as Head of Media Development, responsible for all new media aspects of their marketing communications output - from online advertising to SMS and interactive television.

Jamie was appointed Director of Digital Media in March 2002 and took on board responsibility for COI’s entire Digital strategy and output across all media channels. Jamie's team provide consultancy and project management on integrating digital media effectively with the conventional media mix, advising government department clients on digital strategy and communications.

COI Digital Media have produced several award winning campaigns during this time. In total, they have handled over 400 online advertising campaigns, 30 interactive TV campaigns, hundreds of website development projects, not to mention mobile and podcasting. Through his work at the COI, Jamie has worked with many of the UK's leading specialist digital agencies.

Before joining COI, Jamie worked in media at both Mediacom and Mediastar handling media planning and strategy on major blue-chip clients.

Will Stengal, Directgov

Will is Editorial Director responsible for Directgov, the government’s primary website giving information and services to citizens. Traffic has grown consistently and now reaches more than 2m visits a month. Will was formerly a journalist, editor and website producer in the private sector.

For more information: www.direct.gov.uk

Spencer Hudson, module coordinator / senior Lecturer / IdeasMerchant.com


For more information: www.ideasmerchant.com

Notes: This module was headed by Spencer Hudson. You can contact him with questions or comments via the IdeasMerchant.com Ltd website.