CIPR on ‘Trust in Communications’ report; PR’s role to support authentic communications, not act as a mouthpiece

A new report highlights the need for public relations to support effective and authentic communications within their organisations, as well as the growing importance of building strong external relationships.

The ‘Trust in Communications 2019’ report - organized by the European Public Relations Education & Research Association – finds actors, other than public relations professionals, are more trusted to speak on behalf of an organisation compared to PR practitioners. These include external experts (38%), external supporters (19%), other employees (18%), activists (17%) and leaders of organisations (12%).

The general population see PR as managing communications (36%), building relationships (32%) and fostering dialogue (26%) although generally view the profession as “organisational servants” whose activities are not important for society or based on ethical principles.

CIPR President, Emma Leech Found.Chart.PR FCIPR
Public relations builds value for organisations through its contributions to intellectual, human, reputational and relationship capital, and through its contribution to risk avoidance, uncertainty management, high level decision-making and effective implementation. Challenging research like this reminds us of the importance of authenticity and ethical communication.
CIPR President, Emma Leech Found.Chart.PR FCIPR

The 'Trust in Communicators Study 2019' and its national samples were organized by the European Public Relations Education & Research Association (EUPRERA), led by renowned researchers from Leipzig University, Leeds Beckett University, and IULM University Milan and facilitated by Cision Insights and Fink & Fuchs.


About the Chartered Institute of Public Relations 

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).