CIPR backs recognition of ‘Soft Skills’

The Chartered Institute of Public Relations (CIPR) has been named an official campaign partner to the McDonald’s Backing Soft Skills campaign, an initiative aimed at promoting awareness and investment in undervalued skills including communication, teamwork and self-management.

Backing Soft Skills was established by McDonald’s UK following concern that the UK was failing to invest adequately in key skills that play a crucial role in fuelling the nation’s economy.

Soft Skills is the name given to competencies that relate to an individual’s ability to listen well, communicate effectively, build trust, work well with others, manage time effectively, accept criticism and work under pressure.

The public relations industry is particularly reliant on these competencies and the CIPR is keen for their value to be fully recognised. Professional public relations practitioners employ these skills a day-to-day basis to facilitate dialogue and build trust between organisations and publics.

Research carried out on behalf of McDonald’s UK estimates that Soft Skills are worth in excess of £88 billion in Gross Value Added to the UK economy every year, with the figure expected to reach £109 billion by 2020.

As part of the campaign, McDonald’s UK has launched a consultation for suggestions on what can be done to support and improve the UK workforce’s soft skills. Stakeholders from all sectors and disciplines have been invited to share their views via the consultation which is available at A summary of the key findings and a short report outlining recommendations will be shared shortly after the consultation closes on 10 April.

Andy Ross MCIPR, Public Relations & Policy Manager, CIPR
The soft skills used on a day-to-day basis by public relations professionals form the building blocks of modern business practice, and the CIPR is keen for their value to be fully recognised through sustained investment to help current and future talent not only get in to work, but also progress.

I would urge all of our members to back this campaign, and pledge to work with colleagues across their organisations, and across their local communities, to share their valuable expertise.
Andy Ross MCIPR, Public Relations & Policy Manager, CIPR
Notes to editors

Notes to editors

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 the largest membership 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).