'Comms gives oxygen to business values' - Professor Andrew Burke for #PRPays

Businesses are not reacting fast enough to the changing demands of society, according to the Dean of Trinity College Business School. 

In an exclusive interview for the CIPR's #PRPays series, Professor Andrew Burke urged businesses to proactively shape the values of their consumers to create a more positive environment for all stakeholders. He stressed that PR professionals have a vital role to play in communicating those values to stakeholders. 

Professor Burke - Chair of Business Studies at Trinity College - also revealed a step change in the skills and characteristics demanded of leaders by modern businesses.

"In the past, businesses looked for the brightest students by IQ and build up their analytical skills," explained Burke. "Now they want a broad-based individual with emotional intelligence, they want someone with values and a conscience".

The interview is the fourth instalment of the CIPR's #PRPays series, which aims to demonstrate the value of PR to the business commmunity. 


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).