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News publishers must innovate to meet shifting Gen Z needs

19
February
2024
| 09:25 Europe/London

Traditional news outlets seeking to engage younger audiences must embrace innovation or risk declining relevance, according to new research published by the Chartered Institute of Public Relations (CIPR).

The report – ‘What does news media mean to Gen Z?’ – was conducted by Rebecca Roberts, founder of Thread & Fable, and funded under the Institute’s Research Fund. It investigates the media habits of Gen Z in the UK and how the rise of digital formats has changed how younger generations view, trust, and interact with news compared to older groups, painting both challenges and opportunities for publishers.

Through a literature review and exclusive interviews as well as fresh survey insight from a youth audience, the report finds that outlets not evolving fast enough are losing out to social media personalities and influencers who better understand the on-demand, interactive, visual preferences of younger audiences. The report notes that participation in news across younger audiences is more passive and that the 24/7 relationship with unfiltered, social media content is failing to capture limited attention spans while reducing trust in traditional news outlets. However, where news outlets are consulting their audiences, exploring new technology, and building unique communities around news content, there are opportunities for publishers to build connections with a younger demographic.

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PR practitioners from lower socio-economic backgrounds find barriers to entry to profession but advantages in practice

06
February
2024
| 13:08 Europe/London

New research has found that PR professionals from lower socio-economic backgrounds report their social experiences and backgrounds have had a positive impact on their practice.

The report - 'Fish out of water: the experience of PR practitioners from lower socio-economic backgrounds, why it matters and what we can do about it' - was authored by Caitlin Plunkett-Reilly and funded by the Institute's Research Fund. It is based on in-depth interviews with a diverse group of PR practitioners, based on the criteria that neither parent or main caregivers went to university and whose family received tax credits or were entitled to free school meals. Two toolkits have been published alongside the research.

The report reveals that participants from lower socio-economic backgrounds perceive a heightened understanding of the priorities of communities with higher levels of deprivation as well as a deeper connection with "average" members of the public. Notably, participants spoke of their enhanced resourcefulness, resilience, and proficiency in constructing messages in clear and relatable language. 

However, the research also found significant barriers to entry to and progression within the PR profession for practitioners from lower socio-economic backgrounds, with particular characteristics of the industry making it feel impenetrable. Those who do make it into the profession find they lack a full sense of belonging with many reporting having to expend additional energy on code-switching between environments. 

All those interviewed raised the issue of barriers imposed by practical financial constraints, including anxiety about covering expenses for clients and investing in professional development. Nine in ten of those surveyed believe it was harder for them to progress in their PR careers compared to their peers from more affluent backgrounds. Despite these challenges, practitioners found they provided an ability to overcome obstacles and leverage their unique perspectives for the benefit of their practice.

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CIPR releases analysis of Census data shedding new light on PR Population

02
February
2024
| 08:49 Europe/London

The Chartered Institute for Public Relations (CIPR) has today published the most accurate and comprehensive study to date of the public relations profession, providing a unique look into its diversity, employment patterns, and demographic shifts within England and Wales.

The PR Population Report - delivered in partnership with Chalkstream - is the first published analysis by the Office for National Statistics of Census 2021 data exclusively related to PR practitioners. It finds a PR population in England and Wales of 63,563 practitioners and notes a contrast to previous population estimates, shedding new light on the industry's size and scope. For example, the 2017 analysis of the Annual Population Survey (APS) found 4,000 more PR practitioners in England and Wales. Census 2021 data from Scotland and Northern Ireland specific to public relations practitioners is not currently available for analysis.

The data suggests that there is still some way to go in improving the diversity of the sector. Where 60% of practitioners are women, for instance, just 46% of directors identify as female.

Meanwhile, the report found that 87% of PR practitioners are of a white ethnic background, though they make up 90% of directors. However, with the CIPR receiving the National Equality Standard (NES) in November 2023, and with the launch of its recent Equity, Diversity, and Inclusion (EDI) strategy, the Institute is already taking action to drive significant change within the PR sector on EDI.

Notably, the report also reveals the profession’s commitment to mental and physical well-being with 94% of practitioners believing they are in good or very good health. There will be several positive influencing factors behind this, not least the youthfulness of the profession, as 45% of all practitioners are aged between 16 and 34 years old.

 The report’s key findings include:

  • 60% of PR practitioners are female and 40% are male and at the Director group level, 46% of practitioners are female and 54% are male
  • The PR profession remains a typically young industry, with 45% of practitioners aged between 16 and 34 years old
  • In terms of ethnic background, 87% of PR practitioners are White ethnicity, 5% Asian, 4% Mixed ethnicity, and 3% Black
  • 84% of practitioners were born in the UK. Among those practitioners born outside the UK, 38% were born in EU countries, 18% in the Middle East or Asia, and 14% in Africa
     

The CIPR is hosting a free webinar on understanding and interpreting the data within the PR Population report with report author, Ben Verinder, on Thursday 22 February, 1-2pm.

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Independent review into government business relations makes case for greater transparency

30
January
2024
| 10:16 Europe/London

An independent review into the government’s relations with business has found a sense amongst businesses that "there is no longer an open and fully transparent relationship between the public and the private sectors". It concludes that engagement with the government requires greater transparency.

Published today, 'A New Partnership - A long-term plan for Government business relations to power our economy and society', was commissioned by the Labour Party and conducted by CIPR Fellow, Iain Anderson. It saw over 300 individuals and organisations, including the Chartered Institute of Public Relations (CIPR), consulted over a four month period to inform and better understand what business wants to see from government and the principles that constructive business engagement should be based upon.

The review presents six key findings:

  1. More co-ordination from the heart of government to deliver a world class standard for engagement and ability to measure success in order to achieve the right outcomes for the economy.
  2. Long-term relationships between government and business need to be fostered and the ‘spin cycle’ of both political appointments and policymaking should end.
  3. Engagement should be open and transparent, sourcing the best ideas for our economy and society – not just for those with proximity to power.
  4. Tackling the UK’s Foreign Direct Investment problem should be a priority in order to make the UK the best place to invest and start a business.
  5. A new government's missions should be embedded throughout engagement to ensure business and workers can effectively contribute to a new government’s agenda. Review existing structures and removing ‘talking shops’ by allowing earlier and ongoing consultation ahead of policy change.
  6. Regular dialogue between systemic regulators and Ministers from key economic departments is called for to join up policy interventions.

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CIPR launches 2024 research fund with new paper on Indian industry and lessons from PR’s education evolution

25
January
2024
| 11:16 Europe/London

The Chartered Institute of Public Relations (CIPR) has announced the launch of its 2024 Research Fund, designed to support investigations into a wide range of subject matters relevant to the advancement of public relations. To mark the launch of the new Fund, the Institute has published new research on the Indian public relations industry and what it can learn from key developments in PR education. 

The CIPR Research Fund was launched in 2021 under then-President, Mandy Pearse. Now in its fourth successive year, the Fund awards grants of up to £2000 to CIPR members at any stage of their career to conduct independent PR research to support the development and advancement of the wider profession, in line with the Institute’s Royal Charter and five-year strategy. Applications are decided by members of the CIPR’s Research Fund Panel. 

In 2023, six CIPR members received funding for their research reports, due to be published in 2024. The first research to be published - From Muckraking to Metaverse: 100 years of public relations education – learning for India - is by Chartered PR Practitioner, Noumaan Qureshi. It explores the Indian PR industry and how key developments of the last 100 years that impacted public relations education can frame learning areas in the country. 

The other research, due to be published by the Institute in the coming weeks are: 

  • How can consistent accessibility and inclusion practice become part of public sector operational culture?', by Leanne Hughes and Kim Tooke 
  • Fish out of water: the experience of PR practitioners from lower socioeconomic backgrounds, why it matters and what we can do about it?’, by Caitlin Plunkett-Reilly  
  • What does news media mean to Gen Z’, by Rebecca Roberts 
  • Communicating evidence to policy makers – what works best?’, by Caroline Wood 

Successful applicants to the 2024 Fund will also have the opportunity to undertake a CIPR training course to help refresh and develop their research knowledge and skills.   

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