Personal Development with the CIPR

PROFESSIONALISM IN 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 IS PUBLIC 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

CIPR MEMBERSHIP Affiliate Associate Member Fellow

CIPR MEMBERSHIP 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.

CIPR MEMBERSHIP 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.

CIPR MEMBERSHIP 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.

CIPR MEMBERSHIP 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

CIPR MEMBERSHIP 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.

KNOWLEDGE IS POWER 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 FOUNDATION AWARD 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 ADVANCED CERTIFICATE 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 COMMUNICATIONS CERTIFICATE 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 INFORMATION CONTACT CIPR Cymru Wales Matt Appleby, chair [email_address] www.cipr.co.uk/wales John Wilkinson, treasurer [email_address] www.wilkinsonpr.co.uk

Personal Development with the CIPR

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