How the CIPR can become essential – a few thoughts
Is it worth joining the Chartered Institute of Public Relations?
Simon Collister was pondering the same point on his blog and came to the conclusion “no.”
I have been pondering whether to re-join the Chartered Institute of Marketing after my years in the wilderness. I have not been tempted back although I am looking for a reason to overcome my prejudices. As for the Chartered Institute of Public Relations I have not seen a need as I go to their talks when I want. I am not sure what else they can offer – I have not asked nor was I told.
This is a shame for those marketers, PRs and communication professionals that want to be taken more seriously with professionals from other disciplines. It is also a shame for those younger (and perhaps older) PR and marketing professionals that want help, support, advice and career development.
So what can be done to make the CIPR and CIM vital to members and respected outside those fields?
A few ideas:
Both organisations need to communicate the value of qualified members to employers and clients of PR and marketing professionals. I have only once been asked for my membership by a recruitment agency! I actually thanked him for asking and he told me that over 30% of applicants who claimed membership (with accompanying qualifications) lose interest at this point. If employers and clients are interested then we all have to be.
The CIPR and CIM need to be bound by legal statutes and regulations like The Law Society. This would undoubtedly elevate the profession in the eyes of business professionals and clients.
Following on the above you would need to be a member to practise. How many lawyers do you know that aren’t qualified (bar trainees)? Surely there has to be barries to entry?
The offering needs to be improved. This was some time ago but I asked the CIM for career advice and I was given the number of an approved supplier who tried to sell me a service I didn’t want, partly because it should have been provided as a CIM member. This is one reason why I did not renew and it still affects my decision not to re-join.
I know my points are going to be near impossible to implement fully. It is not going to happen on points 2 and 3. But if the CIM and CIPR is going to become crucial then change must come.