Watch: 'PR pros are our trusted advisers' - Dankse Bank Deputy CEO for #PRPays

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Public relations professionals can elevate themselves to "trusted boardroom advisors", according to the Deputy CEO of Northern Ireland's largest bank.

Danske Bank's Vicky Davies urged business leaders to capitalise on the benefits of strategic public relations in an exclusive interview for the CIPR's #PRPays campaign. 

"Reputation is everything in business," says Davies. "A great PR team is as good at managing your reputation when things don't go well, as they are when things do go well". 

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



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).