A brief look at the CIPR plan for 2018 and why public relations practitioners need to reframe PR as a strategic management function, plus a sneak peak at the State of the Profession survey results

1. Public relations as a
management discipline
CIPR Education and Skills Group
Sarah Hall - @hallmeister
1 February 2018

2. About me

3. About #FuturePRoof
A handbook for senior practitioners
looking at the changing face of the
industry
The story of public relations as a
management discipline
www.futureproofingcomms.co.uk
@WeArePRoofed
Facebook community
Podcast on iTunes and Spotify

4. Your CIPR 2018 plan – a snapshot
Designed to reassert public relations as a strategic management function and
underline the role it plays in organisational success
Ongoing drive to professionalism to make strategic, ethical and leadership
competencies the norm and Charter status commonplace
Campaigns aimed at CEOs and HR specialists to educate about the strategic value of
PR and the benefits of hiring a CIPR (Chartered) member
Partnership working with other bodies where it benefits the wider industry
Promotion of the study, research and development of PR practice – BledCom, Global
Alliance and World PR Forum

5. CIPR’s 70th anniversary
An opportunity to look back on our history and the profession; to look at the role of
public relations in the future; and to celebrate the wonderful work of our volunteers
St Bride’s event on 9 February marks the day on which the then IPR was founded
Inaugural Sir Stephen Tallents Memorial Lecture with Cluetrain Manifesto author
David Weinberger organised for 14 March
Platinum: a crowdsourced book celebrating the CIPR and its members at 70 to be
published
Regional, national and sectoral group activities taking place throughout the year

6. Why talk about PR as a management discipline?
Huge opportunity for the industry
Blurring of disciplines opening up new horizons
Prevents other marketing disciplines and management consultants eating our lunch
If we approach PR as a management tool, it changes how we approach our CPD
Brands need to reframe their approach to public relations; we are NOT just a
delivery function
PR delivers incredible value; we deserve more respect and to recognise / celebrate
what we do

7. Why talk about PR as a management discipline?
Changes in politics, society, media and technology are affecting how business and
the wider industry operates
Brand reputation is proven to be the one thing keeping CEOs up at night
More than ever PR practitioners are needed to help navigate uncertainty
We need to be the eyes, ears and conscience of the organisations we work for –
think social purpose
More than ever PR practitioners need the skills to operate at the top of their game
Business, finance and management competencies critical to operate in an elevated
advisory capacity and speak truth to power credibly

8. Social purpose
“[Organisations] are being forced to re-think
their purpose and how they gain and maintain
their legitimacy not only with their immediate
stakeholders, but to society more widely.”
Professor Anne Gregory

9. Organisation
ManagementSociety

10. We’ve some way to go…
This year’s CIPR State of the Profession survey appears to show a skills gap –
particularly at a senior level – in relation to business management in public relations
Only a third of senior respondents cite business acumen as an area of strength
Only 3.3% of senior practitioners are responsible for the organisation’s business
strategy although nearly 60% do influence it
One third of respondents haven’t taken part in a CPD scheme this year and don’t
intend to
The top ranked answer to challenges facing the industry is under-representation of
public relations practitioners at board level

11. Management teams want highly skilled
PR and comms teams

12. Mark Evans, CEO, Telefonica UK (O2)

13. Management demand

16. Craig Mackey, Acting Commissioner of
the Met Police

17. Management demand

18. Management demand

19. Matthew Hopkins, Chief Executive,
Barking, Havering and Redbridge
University Hospitals NHS Trust

22. James Crampton, Corporate Affairs
Director, Merlin Entertainments Plc

24. Sir Philip Craven, IPC President

27. Wrap up
The future looks bright for public relations where used as a management
discipline
Practitioners need to upskill accordingly and educate management teams
about its leadership role
Unparalleled opportunity as brands find their place within society and
look to maintain their legitimacy

28. Your call to action
Reframe public relations as a management discipline in your own head
Check out www.globalalliancepr.org and ensure you have the skillset to deliver at
the highest level using the BKOK competency framework
Tell everyone who will listen why PR should form part of the strategic management
function and its importance to organisational success
This is how practitioners can assert their value and the value of public relations

29. Thank you – any questions?
Sarah Hall
@Hallmeister
sarah@sarahhallconsulting.co.uk
www.sarahhallconsulting.co.uk
07702 162 704