The CIPR 2018 plan to reassert public relations as a strategic management function and the value it brings to organisations by Sarah Hall, President 2018

1. YOUR CIPR 2018 PLAN
Sarah Hall
President, CIPR
sarah@sarahhallconsulting.co.
uk

2. INTRODUCTION TO YOUR CIPR
2018 PLAN
This plan is rooted in the eight objectives outlined in the CIPR’s Royal
Charter (section 3). It has been prepared in consultation with CIPR
members, its Council and Board.
My commitment to members is to report on outcomes against this
plan each quarter.
Sarah Hall
President, CIPR
sarah@sarahhallconsulting.co.uk
@hallmeister

3. TO PROMOTE PUBLIC UNDERSTANDING OF THE
CONTRIBUTION OF EFFECTIVE PUBLIC RELATIONS IN
ENCOURAGING ETHICAL COMMUNICATION AND IN
ENHANCING THE EFFICIENCY AND PERFORMANCE OF ALL
SECTORS OF THE ECONOMY
All communications to support public relations as a strategic management
function message
Media campaign led by CIPR and syndicated to nations and regions
(including crowdsourced content)
Group funding to be aligned to the national plan with resources allocated
accordingly; synchronized drive to achieve organisational goals
Media card to be introduced with proactive communications aimed at
mainstream media and business press
Client guide, endorsed by sector bodies, to help create a more informed
market
Develop training opportunities for non-public relations audiences (e.g. crisis
communications)
#PRPays campaign targeted at employers and the business community about
the value of PR and its role in organisational success, including promoted
posts featuring CEOs and finance directors

4. TO PROMOTE FOR THE PUBLIC BENEFIT HIGH LEVELS OF
SKILL, KNOWLEDGE, COMPETENCE AND STANDARDS OF
PRACTICE AND PROFESSIONAL CONDUCT ON THE PART OF
PUBLIC RELATIONS PRACTITIONERS
Drive to professionalism and member recruitment
Further alignment of CIPR training and qualifications to the Global
Alliance’s Global Body of Knowledge (GBOK) project
Business management competencies training to be clustered together
and promoted individually and as a package
Targeted campaign aimed at and featuring HR professionals about
the value of hiring a (Chartered) CIPR member
Monthly Twitter chat

5. TO ACT AS AN AUTHORITATIVE BODY FOR THE PURPOSE OF
CONSULTATION IN MATTERS OF PUBLIC AND PROFESSIONAL
INTEREST CONCERNING PUBLIC RELATIONS
Influence curriculum of business and management courses
Identify requirements for business interventions such as Brexit and
GDPR
Provocative speakers once a quarter (via Influence magazine / Board)

6. TO REPRESENT THE INTERESTS OF MEMBERS IN PUBLIC
FORA
Board composition to ideally include two people of colour and one
younger practitioner (co-options as necessary)
Events to be more diverse and inclusive; Influence magazine and
newsroom content / venues also to be considerate of this
Events to have an equal split by gender and include people of colour
and from lower socio-economic backgrounds

7. TO PROMOTE THE STUDY, RESEARCH AND DEVELOPMENT OF
THE PRACTICE OF PUBLIC RELATIONS AND PUBLISH OR
OTHERWISE MAKE AVAILABLE THE USEFUL RESULTS OF
SUCH STUDY
Participation in BledCom and the World PR Forum

8. TO ESTABLISH AND SUPPORT ANY COMPANY OR OTHER
BODY AND TO CO-OPERATE WITH OTHER BODIES AND
ORGANISATIONS AND TO ENGAGE IN JOINT ACTIVITIES OF
ANY KIND WHICH MAY ADVANCE THE OBJECTS OF THE
INSTITUTE
Partnership working with PRCA, Taylor Bennett Foundation, PR
Company, Global Alliance, CIM and other appropriate bodies on
ethics; gender and diversity; social mobility etc.
iPRovision partnership and promotion
Career Ready partnership to promote public relations as a career
choice within schools and to aid social mobility and diversity within
the profession

9. TO ESTABLISH CHAIRS, LECTURESHIPS AND FELLOWSHIPS IN
PUBLIC RELATIONS AND TO AWARD PRIZES AND
SCHOLARSHIPS
Reintroduction of the Sir Stephen Tallents Lecture – speaker to be Cluetrain
Manifesto author David Weinberger
President’s Medal award
Sir Stephen Tallents Medal award
St Brides anniversary event
70 at 70 initiative
Introduction of a series of Fellows and Chartered Practitioner dinners around
the UK to replace the single Fellows Lunch (ideally aligned to a 70th
anniversary celebration in the locality)
Working group to identify potential candidates for the Honours list; promote
Fellowship and oversee 70 at 70 initiative

10. TO PROMOTE KNOWLEDGE AND UNDERSTANDING OF ISSUES
AFFECTING THE PRACTICE OF PUBLIC RELATIONS
Speaking opportunities at non public relations sector events
Platinum: #CIPR70 anniversary book
National Conference
New working group led by Jim Hawker looking at how we reach the
wider industry, especially those in digital, media etc.