PR 2020 research from the CIPR to influence its strategy from 2012
The Chartered Institute of Public Relations is to take the findings of its 'PR 2020' research as the basis for its strategic direction into 2012 and beyond.
Key strategy recommendations from the report which will influence the Institute's strategy and policy programme are:
- Provide clear thinking and guidance on measurement and evaluation.
- Lead and further develop practitioner knowledge of digital communication.
- Address issues in diversity in employment and build a structure that brings experience together with fresh new talent.
CIPR leadership role and policy:
- Review and strengthen the CIPR code of conduct to ensure its continuing relevance to the profession.
- Extend research and development work and create a hub for professional research.
- Provide leadership towards a culture which change should be embraced within the PR profession.
- Provide better resources to assist practitioners to lead practice development by example and to take PR education to higher levels.
Overall, these recommendations equate to a call on the CIPR to provide better resources, better leadership, clearer and more practical guidance, continue to address diversity issues and to put greater emphasis on ethics and our Code. They will be the foundation of our work in 2012 and beyond. We have made a great deal of progress in the last year towards effective and focused leadership on issues that matter in the PR profession, but the study shows we need to go further. There is a clear need to revisit definitions of PR and we are working in partnership with the PRSA on their 'PR Defined' initiative, which may provide lines of inquiry for the CIPR to follow. We are doing more to ensure that that practitioners have clear guidance on measurement and evaluation and we have a strategy in place to address issues on the diversity agenda in the year ahead. There is much more that we will bring forward in 2012, in particular, plans for a review of our ethical guidance and code of conduct. I want to thank Dr Jon White for the work he has put into the PR 2020 report. He has genuinely helped shape the CIPR's strategic direction and, I hope, shaped the future of our profession. Dr Jon White FCIPR, on behalf of the CIPR Research and Development Unit, carried out scenario planning meetings with the Institute's regional and special interest groups from July to the end of October 2011. Each meeting looked at possible futures for public relations practice in the UK. Looking ahead to 2020, most likely, best case and worst case scenarios were developed and used to make recommendations for action for the Institute and the practice in general. 106 participants took part in 15 separate three-hour focus group meetings across UK. The results of the meetings will inform the work of the Unit, the CIPR's policy development and overall strategic direction within the Institute. By 2020, the successful practice of Public Relations will be clear on what public relations is and the benefits it can deliver, strongly led, respected and established as a senior management discipline. Practitioners will be confident, committed to professional development and working to well-developed codes of conduct. Scenarios explored the likelihood of reaching success by 2020, through examination of most likely developments (the most likely scenarios). Best and worst case scenarios were also generated by each group. With very few exceptions, the most likely scenarios were unacceptable to the groups, involving little real change from the present state of the practice. The best case scenarios raise the opportunities open to the practice, and the worst case scenarios point out some of the dangers.
Clearly, the overall findings, recommendations and conclusions amount to a strong message to the profession and the CIPR that continuing as we are is not acceptable. The CIPR has a central role to play in securing the future of the UK PR profession and I believe this research provides a road map for strategic development.
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).