CIPR creates first capability framework for members

The CIPR has updated 10 Skills Guides as the first stage of introducing a capability framework to help members with their personal development.

A capability framework informs practitioners about the skills they need at different stages of their career. The CIPR's capability framework combines insights from two sources:

  • The Global Alliance for Public Relations and Communications Management's Global Body of Knowledge, an extensive global study of PR skills and;
  • skills identified by CIPR members as a core competency in the CIPR State of the Profession survey.

The refreshed guides, available exclusively to members on the CIPR Skills Hub, have been recategorised by 'Core Skills'. By reading the Skills Guides in Core Skills section as part of their Continuing Professional Development, CIPR members will know they are building up knowledge of all the core abilities required of a rounded PR practitioner.

Written by expert practitioners, CIPR Skills Guides are around 6-8 pages in length and take around 30 minutes to read. They are designed to provide a practical introduction to different areas of PR practice. They also include links to training courses and further information for those who want a deeper knowledge of the subject.  

The following skills guides have been republished after they were reviewed and updated by a committee of volunteers: 

  • Code of Conduct 
  • Facebook for PR practitioners
  • Online video
  • Social storytelling
  • Tips for writers
  • Understanding broadcast and digital terminology
  • Writing comment articles
  • Writing for online audiences
  • Writing great speeches 
  • Writing press releases

The updates form part of a broader review of the CIPR's guidance for members led by Steve Shepperson-Smith Chart.PR, FCIPR. 


Kevin Taylor Chart.PR, FCIPR
The move to a capability framework is an important step for the CIPR which underpins our commitment to lead professional PR practice within the UK and to offer our members the greatest support for career development. Over the coming months, both existing and new members of the CIPR will see a growing body of material to help them develop a full knowledge of the core areas of PR practice.
Kevin Taylor Chart.PR, FCIPR

Members signed up to the Institute's CPD scheme can claim 5 points for each skills guide. The 2017/18 CPD deadline is Wednesday 28 February.

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).