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Platinum: Celebrating the CIPR at 70


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Platinum is a CIPR 70th anniversary project. The book based on crowdsourced contributions from CIPR members and will be published in 2018.

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Platinum: Celebrating the CIPR at 70

  1. 1. Platinum: Celebrating the CIPR and its members at 70 Essays and contributors PROFESSIONAL STANDARDS –
  2. 2. Section #1 Performance – the impact of practising public relations as a management discipline on modern organisations #1 Third sector: When doing good isn’t enough Trust in the charitable sector,like other sectors,is declining. How can public relations support management in tackling the situation? Sarah Wright MCIPR #2 International: public engagement in a fractured world The role of public relations in global discourse and understanding local customs and cultures. Eva Maclaine Found.Chart.PR, FCIPR #3 Serving the public interest Local government communications has shaped public relations practice through its role in public engagement. John Brown FCIPR #4 Public sector: communication innovators Public sector practitioners are doing more with less. They’re at the sharp end of innovation in public relations. Jen Robson MCIPR #5 In-house: speaking truth to power In-house practitioners are a critical link between management,employees and the wider public. David Jones MCIPR #6 The impact of internal communication excellence Internal communications is no longer an offshoot of human relations but is recognised for its contribution in driving employee engagement and organisational performance. Jenni Field FCIPR #7 Academic rigour and business application The role of public relations in enabling academia and business to learn from each other. Toby Roe MCIPR
  3. 3. Section #1 – Performance continued #8 The NHS at 70 and the strategic role of public relations Strong public engagement is critical to the success of a thriving NHS. Its practitioners are at the forefront of practice. Liz Davies MCIPR #9 The CIPR and Whitehall: influencing and embedding professionalism The CIPR has its roots in government communication. Both organisations are an important part of the story of the growing professionalism for public relations. Stuart Baird MCIPR #10 The professional evolution of public affairs Political lobbying,like public relations itself, is modernising and holding itself to professional standards. Paul Beckford MCIPR
  4. 4. Section #2 Perspective – reflections on the CIPR’s history and its communities #11 The UK’s contribution to scholarship in public relations The UK’s role in teaching and learning in public relations. Richard Bailey FCIPR #12 Progressive professionalism in public relations What does professionalism mean and is it an achievable goal in public relations? Koray Camgoz Chart.PR, MCIPR #13 A CIPR professionalism milestone: obtaining Chartered Status Gaining Chartered Status was a significant milestone for the CIPR,and the public relations profession. Prof Anne Gregory Hon FCIPR #14 The value of CIPR networks in local delivery A celebration of the CIPR’s volunteer army that delivers and engages with members locally. Tim Hudson Chart.PR, MCIPR #15 Professional qualifications Professional qualifications are a key milestone in establishing public relations as a strategic management discipline. Dr Heather Yaxley FCIPR #16 Who are we? Exploring the demographics of public relations practitioners through the CIPR’s annual State of the Profession survey. Ben Verinder Found.Chart.PR, FCIPR #17 A brief history of the CIPR’s benevolence fund The story of iProvision, the CIPR’s benevolent fund. Pat Gaudin Found.Chart.PR, FCIPR #18 Founding father: Sir Thomas Fife Clark A biography of CIPR founder Sir Thomas Fire Clark. Gareth Thompson MCIPR
  5. 5. Section #2 – Perspective continued #19 What history tells us about public relations A historical perspective on the development of public relations as a management disciple. Dr Tom Watson Hon FCIPR #20 Preparing tomorrow’s practitioners Preparing students to work in a fast moving profession that itself is a work in progress. Dr Joyce Costello MCIPR #21 The CIPR as a driver of innovation in practice Public relations is a young profession. What’s the role of the CIPR in leading the future of practice? It needs greater support from the industry. Dr Jon White Chart.PR, FCIPR
  6. 6. Section #3 Potential – exploring the future of the profession such as automation, artificial intelligence, and tools #22 Public relations practitioners of the future Young practitioners are more ambitious than ever. They’re critical to defining and building the profession of the future. Laura Richards MCIPR #23 Robot relations: artificial intelligence and automation Modelling the impact of artificial intelligence and automation on public relations. It’s more opportunity than threat. Andrew Bruce Smith MCIPR #24 How to be an agile professional Agile is an increasingly important but misunderstood means of public relations management and workflow. Rachel Picken Chart.PR, MCIPR #25 Why digital inclusion matters to your campaigns more than ever before Digital technology hasn’t live up to its promise of democratising media. We need to hold it to account and work harder. Catherine Grinyer MCIPR and Gavin Harris MCIPR #26 Aligning public relations with management Aligning with management with the socially responsible business agenda is critical to the future of the public relations profession. Matthew Appleby Found.Chart.PR, FCIPR Dr Cara Reed, MCIPR #27 Flexible future Flexible working offers an opportunity to improve the agility and diversity of the public relations profession. But why is it so slow to adopt modern working practices? Mandy Brooks Chart.PR, MCIPR #28 Being capable for the future Time served is no longer a benchmark of success for public relations practitioners. UK academics are working on a project to define the capabilities for practitioners. Prof Anne Gregory Hon FCIPR and Dr Johanna Fawkes MCIPR
  7. 7. Section #4 Practice – a discussion of modern areas of public relations practice #29 Improving our value by proving our value Analytics and measurement provides the means of improving the performance and value of public relations. Richard Bagnall MCIPR #30 The art and science of virality Strong creative and storytelling lies at the heart of successful public relations. Graham Goodkind MCIPR #31 The business of influence The fragmentation of media has given rise to so-called influencers. It’s a huge opportunity for public relations. Scott Guthrie MCIPR #32 Community co-creation as a means of public relations Engaging the public in co-creation is a powerful form of public relations. Community co-creation or co-production is not just the latest buzzword, but a distinct shift in policy, Ruth Fry MCIPR #33 Fake and furious Public relations has an assertive role in tackling fake news and misinformation. Paul Mylrea Found.Chart.PR, FCIPR #34 Working with Wikipedia Wikipedia is an important form of social media that is frequently misunderstood by public relations practitioners. Paul Wilkinson FCIPR #35 Facing up to a modern day crisis Exploring modern day crisis communication response through a recent tragedy. Amanda Coleman Chart.PR, FCIPR
  8. 8. Section #4 – Practice continued #36 Shift from ethical frameworks to professional judgment Good judgment is a learned behaviour. Practitioners must train and reflect on scenarios throughout their career. Steven Shepperson-Smith Chart.PR, FCIPR #37 Making the case for media relations in the modern age? Media relations is enjoying a renaissance in public relations as all media becomes digital and social. In fact it never really went away. Diane Green MCIPR #38 Asserting expert opinion in an era of fake news Public relations as a means of re-establishing trust in leaders, politicians and experts. Daniel Gerrella Chart.PR, MCIPR
  9. 9. Section #5 Provocation – issues relating to the profession such as diversity and mental health #39 Culture and its contribution to modern public relations Public relations teams should represent the public that they seek to serve. Ella Minty Found.Chart.PR, MCIPR #40 Impact of diversity initiatives on practitioners and practice Are efforts to change the impact of the public relations profession making a difference? Liz Bridgen MCIPR #41 Diversity in an age of global integration Nurturing a diverse workforce cultivates tolerance and accelerates progress. It’s good public relations. Farzana Baduel MCIPR #42 The contribution of public relations towards parity of esteem for mental health with physical health The role of public relations in removing the stigma of mental health. Sally Sykes Found.Chart.PR, FCIPR #43 A kinder conversation An appeal for politer conversation in the public sphere. Richard Evans MCIPR Platinum will be available on Amazon Kindle and in print in Q3 2018. For more information, contact Editor and Project Manager Stephen Waddington Chart.PR, Hon FCIPR Email: Tel: +44 7771 851407