TATA UK & PGI Directors warn PR to define strategic value
Former UK ambassadors, David Landsman OBE, Director, TATA UK and Arthur Snell, Managing Director, PGI, have urged PR professionals to communicate the strategic importance of public relations to business.
The business leaders shared frank views on public relations with the Chartered Institute of Public Relations' (CIPR) Foresight Panel at a recent evidence gathering session. David Landsman OBE said:
“You need to say to your client that I cannot dress it up for you because that won’t cut it. We need to go back to a world where reputation is strategic to the business. Defining how PR is strategic to the business and what you can do to help, that is key."
In his interview, David also highlighted the need for PR professionals to think beyond tactics:
"PR has got to be trusted – this is reputation – you’re not trusted just for what you say but also for what you do. A growing number of CEOs do not take PR as seriously as it could and should be taken...product PR and campaigns are ok but are you looking at it holistically, not just tactically?”
Former UK Ambassador, Arthur Snell, MD, PGI was similarly keen to stress the importance of adopting a long-term approach to public relations activity.
“Messaging needs to be consistent and repetitive over the long term. Short term campaigns don’t work or create a lasting brand”
The interviews form part of the Panel's wider research into the emerging issues impacting public relations over the next five years.
PR has never been at such a significant crossroads as now with regard to its reputation. The Foresight Panel has a very clear mission - understanding the perception of PR held by its service users and finding ways to bridge the gap between perception and reality.
After two evidence sessions held in London, the Panel is keen to meet service users in Northern Ireland, Scotland and Wales, and provide CIPR Board with its findings and recommendations by May 2017. Positioning PR in its rightful place as a strategic management function can only happen if we get a clear understanding of what we would need to do to improve our professional approach.
About the Chartered Institute of Public Relations (CIPR)
Founded in 1948, the Chartered Institute of Public Relations (CIPR) is the Royal Chartered professional body for public relations practitioners in the UK and overseas. The CIPR is by far the biggest member organisation for PR practitioners outside of North America. By size of turnover and number of individually registered members, we are the leading representative body for the PR profession and industry in Europe.
The CIPR advances professionalism in public relations by making its members accountable to their employers and the public through a code of conduct and searchable public register, setting standards through training, qualifications, awards and the production of best practice and skills guidance, facilitating Continuing Professional Development (CPD), and awarding Chartered Public Relations Practitioner status (Chart.PR).