PROFESSIONALISMIN PUBLIC RELATIONS

Community Housing Cymru

Making room for communications

and PR at the top table

Personal Development Workshop

14 June

John Wilkinson MCIPR

Director of Wilkinson Public Relations

and Treasurer, CIPR Cymru Wales

WHAT ISPUBLIC RELATIONS?

• Public relations is about reputation – the result of what you do, what you say and what others say about you.

• Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.

PUBLIC RELATIONS

• Reputation

• Earning understanding and support

• Influencing opinion and behaviour

• Planned and sustained

• Establish/maintain goodwill and mutual understanding

• Organisation and its publics

PUBLIC RELATIONS

• Giving your organisation a personality with which your target audiences can feel affinity

• Reputation is everything

• Perceptions are real – if you are playing to win, they have to be favourable

• Understanding is a two way street – shut up and listen once in a while

PUBLIC RELATIONS IS NOT SIMPLY…

• press releases

• publicity

• about spin

ABOUT THE CHARTERED INSTITUTE OF PUBLIC RELATIONS

The Chartered Institute of Public Relations is the professional

body for PR practitioners in the UK. With over 9,500 members,

involved in all aspects of the public relations industry, it is the

largest body of its type in Europe.

The CIPR advances the PR industry by:• making its members accountable through a• code of conduct• developing policies for the PR industry• representing its members• raising standards through education and training

CIPRMEMBERSHIP

• Affiliate

• Associate

• Member

• Fellow

CIPRMEMBERSHIP

• Affiliate

• Student

• Associate

• Member

• Fellow

Affiliate membership is open to

those with less than three years’

PR experience or those who are

not working in public relations

but who would benefit from

access to information, advice

and networking opportunities.

Affiliate membership is open to

those with less than three years’

PR experience or those who are

not working in public relations

but who would benefit from

access to information, advice

and networking opportunities.

CIPRMEMBERSHIP

• Affiliate

• Student

• Associate

• Member

• Fellow

Student membership is available

to anyone studying a CIPR

approved qualification.

If you are not studying an

approved course, you can still

join at the Affiliate Studying

membership grade.

Student membership is available

to anyone studying a CIPR

approved qualification.

If you are not studying an

approved course, you can still

join at the Affiliate Studying

membership grade.

CIPRMEMBERSHIP

• Affiliate

• Student

• Associate

• Member

• Fellow

In order to join as an Associate

member you will need either

CIPR approved qualification

or at least three years’ full time

experience in public relations.

In order to join as an Associate

member you will need either

CIPR approved qualification

or at least three years’ full time

experience in public relations.

CIPRMEMBERSHIP

• Affiliate

• Student

• Associate

• Member

• Fellow

There are several routes into full membership of the CIPR. In order to qualify for membership, you must be able to demonstrate one of the following:

•Ten or more years’ experience in public relations, OR

•Six years’ full time experience in public relations plus a commitment to provide a one-year record of your CPD activity twelve months after joining, OR

•The CIPR Diploma in Public Relations

•Three years’ full time experience in public relations and a CIPR approved qualification, OR

•Ten or  more years’ full time experience as a senior manager and hold a senior public relations position in a major organisation

There are several routes into full membership of the CIPR. In order to qualify for membership, you must be able to demonstrate one of the following:

•Ten or more years’ experience in public relations, OR

•Six years’ full time experience in public relations plus a commitment to provide a one-year record of your CPD activity twelve months after joining, OR

•The CIPR Diploma in Public Relations

•Three years’ full time experience in public relations and a CIPR approved qualification, OR

•Ten or  more years’ full time experience as a senior manager and hold a senior public relations position in a major organisation

CIPRMEMBERSHIP

• Affiliate

• Student

• Associate

• Member

• Fellow

Fellowship is awarded by

nomination - which must be

made by two existing Fellows

or Full Members of the CIPR. 

In order to qualify for nomination

you will have held Full

Membership for a minimum

of ten years.

Fellowship is awarded by

nomination - which must be

made by two existing Fellows

or Full Members of the CIPR. 

In order to qualify for nomination

you will have held Full

Membership for a minimum

of ten years.

KNOWLEDGE ISPOWER

• Actually, it is the application of knowledge which brings power

• One of the stated aims of the CIPR is to instill among members an ethos of education and continual professional development

• CPD is part of good practice but only if you apply what you have learned to your work

• Vocational qualifications

CIPR QUALIFICATIONS:WHAT ARE THE BENEFITS

Studying for a CIPR qualification will help you to:• enhance your skills and stay ahead of the game• improve your decision-making and effectiveness

at work• make a real difference to your organisation

through what you can deliver.

And employers will:• benefit from a more skilled and motivated employee• gain a competitive edge with a more

effective team member

CIPR FOUNDATIONAWARD

For those just entering the PR industry, this course provides you with core PR knowledge and skills.

WHAT WILL I LEARN?

This qualification, which is at A-level standard, provides an introduction to PR as a career. You will examine the role of a PR practitioner, and learn the basic theories and techniques of effective public relations, including media relations and practical writing skills and techniques.

CIPR ADVANCEDCERTIFICATE

For those in the first few years of their PR careers.

WHAT WILL I LEARN?

The CIPR Advanced Certificate is taught and assessed at the same standard as a first degree (NVQ Level 5). The course will provide you with a solid grounding in all of the key concepts, techniques, theories and skills needed to develop effectively as a PR practitioner.

CIPR DIPLOMA

For more experienced practitioners who want to develop their strategic PR management skills.

WHAT WILL I LEARN?

The CIPR Diploma is taught and assessed at postgraduate level. The course focuses on strategic public relations and its role as an integral part of successful business practice. You will develop your PR planning and integrated communications management skills through examining case-studies and practical PR examples.

INTERNAL COMMUNICATIONSCERTIFICATE

For internal communicators and those interested in learning more about this sector.

WHAT WILL I LEARN?

The CIPR Internal Communication Certificate is taught and assessed at the same standard as a first degree (NVQ Level 5). The course will provide you with all the key internal communication concepts, techniques, theories and skills.

CIPR TRAINING

• Not yet ready or in a position to undertake a professional qualification?

• More than 100 one and two-day workshops on a wide range of core PR skills, including: • writing and networking skills• internal communication• media handling• internal communication• crisis management• presentation skills

• London, Cardiff, North Wales, Birmingham

CIPR CONTINUOUS PROFESSIONAL DEVELOPMENT

• Open to all CIPR members• Online registration, recording and resources, including:

• courses• recommended reading• seminars• breakfast briefings

• Each activity has a CPD points value• 60 points per annum, of which 40 must fall under

• PR Knowledge• PR Skills• Business Skills• Communications Mix

CIPR CONTINUOUS PROFESSIONAL DEVELOPMENT

• Record the full allocation for three consecutive years and thereafter continuously and you will be awarded ACCREDITED PRACTITIONER status

• See more at http://cpd.cipr.co.uk

CIPR CYMRU WALES RISE & SHINE!

• Monthly seminars and networking events, mostly over breakfast

• Full programme including ‘Putting the Public Back into PR’ (social media), ‘Best Practice in Crisis Communications’, Proving the Value of PR

• Venues in Cardiff and developing programme in North Wales

• Tickets just £14 for Members and £18 for Non Members

• All events attract CPD points

CIPR CYMRU WALES EVENTS, TRAINING & MEMBERSHIP

FURTHER INFORMATIONCONTACT

CIPR Cymru Wales

Matt Appleby, chair

chair@cipr-cymru-wales.org

www.cipr.co.uk/wales

John Wilkinson, treasurer

john@wilkinsonpr.co.uk

www.wilkinsonpr.co.uk