PR Voice

PR qualifications a necessity?

There has been a lot of debate in print and on the blogosphere about the whole issue of whether it is absolutely necessary to have specific PR qualifications in order to break in to the industry. My personal answer is no - although it is both advisable and desirable. No doubt it will get even harder in the future for the totally unqualified to break in to the profession. Fortunately there are now many academic institutions which offer CIPR approved degree courses. And, of course, the CIPR offers its Diploma - and students can now pursue that qualification online. It has never been easier - or more essential - for PR professionals or would-be entrants to acquire the skills and qualifications they need.

CIPR Online Diploma

Once again the CIPR is leading the profession and raising industry standards by taking its industry-recognised Diploma online using the latest e-learning software. Students can use the full range of social media (webinars, chat, blogs, wikis) in order to study at distance and in their own time. Tutor support is still in place, but the online facility has been developed in response to huge demand. This is a great opportunity for those wishing to furnish their vocational qualifications and advance their career - whether they are based in Slough or Shanghai. 

Opportunities, events and congratulations...

Jill Blake posted a very interesting question last Friday – and the simple answer has to be – yes!

The EU has many faults, but one of its key areas of success is breaking down barriers to trade – in manufacturing and in services. There are tremendous opportunities for UK companies to expand into Eastern Europe, and many of them have been pursuing those opportunities for some time. There are also a number of PR bodies which operate across national boundaries (such as the Global Alliance, CERP, IPRA), but the CIPR is right in the forefront in projecting good practice and professionalism. Whether it is in advising members or establishing contacts, or providing the template for academic or vocational courses, the CIPR is well positioned to take advantage of the expanded market represented by the 27 members states. 

The week that was...

Looking to us for leadership

Posted by Tony Bradley, CIPR President 2006

I'm getting used to being well looked after when I travel overseas representing the CIPR, but have to admit the reception when I arrived in China for the 20th anniversary celebrations of the Shanghai Public Relations Association took me a little by surprise.

I walked through customs into the arrivals hall of Pudong International Airport to be met by about 200 screaming teenage girls holding up a 15 metre long banner and placards carrying messages such as 'Welcome wonderful Tony' and 'China loves you beautiful Tony'. Sorry to say the 'Tony' they were waiting for was the good-looking Korean pop star Tony An who, it turned out, was just behind me coming through immigration.

My taxi driver explained that Tony An is the Justin Timberlake of the Far East and has been tipped by pundits as the first Korean act destined to conquer the Western music charts. But, the adulation was nice for the fleeting moment it lasted!

PR in China is centred on the major cities of Shanghai and Beijing and with over 3000 members, the SPRA is an influential player in the booming Chinese public relations scene. My host Professor Mao is chairman of the association, an acclaimed educator and practitioner - and, judging by the number of people trying to shake his hand or grab a minute of his time, is hugely respected.

A magazine on your laptop

The frequency of our member magazine Profile is a regular subject of debate around the St James's Square HQ. Those of my generation and older often like a magazine you can pick up, read when you have an odd few minutes at work or alternatively put in your bag to take home with you.

But producing this sort of publication, and getting enough advertising support to make it break even, is not easy. Profile Extra is an e-zine intended to fill the gaps between issues of the hard copy and has won a loyal following since it was introduced. And to be honest in this day and age a 'magazine' on your laptop is almost as portable as the real thing.

Spotted a couple of interesting articles recently on Profile Extra. Averill Gordon, a lecturer on the PR course at the University of Gloucestershire, writes about how students are responding to the rise of social media - they are already thinking about the trends online and what this means for those working in PR.

Road warrior

While I was away sunning myself, I'm pleased to report that the HQ team were still beavering away and I've had some interesting feedback from what was apparently a useful management away day at the end of last week.

There were discussions about a number of issues for the CIPR, both currently and over the coming months, one of these of course being membership and perceptions of the CIPR / barriers to membership. I understand CIPR consultant Steve Miller gave a particularly enlightening report of what he has gleaned from his many visits to consultancies and in-house departments around the UK.