David Piggott at Westminster for the Maggie Nally Memorial Lecture

I have to admit I was pretty excited when I got suited and booted for the CIPR Maggie Nally Memorial Lecture.

Not only was this West Country boy in the Big Smoke, but I was also going to have a chance to listen to Richard Gizbert. I’d looked at some of his work in the past and had a feeling I wouldn’t be falling asleep…unlike in some of my university lectures.

Task one was getting into the House of Commons; not so much a task, as a chance to imagine yourself in an episode of Spooks.

As I was in my wheelchair I had to enter a couple of lifts, which I like to think were scanning me and assessing my threat level.

Pretty soon technology will be so advanced that scanners will be able to work out your sarcasm level by how wide your smile is and how much glint is in the eye – if you seem too sarcastic a political strategist or pollster will come down and question you, showing you various political pictures and slogans all containing the words “new and change”, “does this make you feel more or less cynical” to which I would say: “Why is he smiling, he’s in politics?”

I tried to smile while I was having my photograph taken but it was taken before I was ready so it looked as though a raindrop had fallen directly into my eye. A good look I’m sure you’ll agree.

After taking the scenic route with my chair I arrived at Committee Room 10 and was met with a very warm welcome by Eva Maclaine, one of the organisers, which straight away put me at ease. It was good to see the interaction between different people in the room. There was no sense of hierarchy, just old friends and new acquaintances coming together to listen and learn.

The introduction to the lecture was given by Mathew Francis, chair of the CIPR’s International Committee. He outlined the purpose and the principle behind the Maggie Nally lectures before handing over to the main man, Richard Gizbert of Al Jazeera.

Hacks versus flacks

After putting the audience at ease with a joke Richard began by touching on the subject of the interdependent relationship between PR and journalism by using an example of the famous nemesis  movie quote: “We’re not so very different you and I”. This in itself was interesting to hear as more often than not the narrative of hacks versus flacks still prevails over the narrative of co-operation.

Richard spoke about the launch of Al Jazeera English and how under the Bush doctrine Al Jazeera was known as the ‘bad guy’ and how difficult it was to get the project off the ground due to negative perceptions and a hostile reception from the US government.

Richard discussed the harsh realities faced by those working at Al Jazeera Arabic, such as the death and injury of two Al Jazeera journalists caused by a US missile. Whatever people may think about the state of the media, it cannot be denied that those reporting from conflict zones do a dangerous but worthwhile job.  Throughout the talk Richard was able to deliver insight and reasoning on why leaders behave in certain ways and how policy in North American is shaped.

Arab Spring

Before moving on to the Arab Spring and the role of social and traditional media, Richard highlighted the gap between peoples’ political awareness and awareness of media influence. He stated that, while people in North America had become more politically aware, they had not managed to transfer this awareness to the media whose power has been compared to that of armies and weapons.

From this Richard moved on to talk about the show that he presents, ‘Listening Post’, which seeks to report on the powerful institutions that make up the media. ‘Listening Post’ has received critical acclaim and is seen by many as required viewing.

Media scrutiny

Speaking about the lack of scrutiny that the media receives, he said: “We do know there’s a level of self-interest involved. I’m not saying that other societal institutions aren’t important but if you look at the role that the US media played in Iraq and you just ask yourself the question, when was the last time a school helped start a war?” This quote really resonated with me as all too often it is easy for those working in and with the media to get trapped in a bubble and not realise the consequences that actions can have.

Richard’s view on the role that social and traditional media played in the Arab Spring was also very interesting. It’s his belief that the uprisings were helped by a combination of both social and traditional media working together. Richard spoke about needing to work in partnership with people producing the information and its need to be contextualised and collated.

This did have me thinking about how and by whom that information is presented. It’s well known that a sound bite or a story can be taken out of context to fulfil a news agenda. This is why it is important that journalists like Richard Gizbert continue to be the norm and not the exception.

Party in parliament

After the talk I was able to meet many people including fellow PR students.  It is always good to meet your peers and have the chance to exchange ideas and learn about different courses, while trying not to make a bad joke.

During this period I had an opportunity to speak with Patrick Nally, son of Maggie Nally and a bit of a legend in sports marketing. Just from speaking to him for a few minutes I could tell he was full of ideas and that he knew how to execute them.

Dinner was held in Cholmondeley room which had a magnificent view of the Thames; again I got to talk to many people, all of them warm, humble and hospitable a far cry from the Malcolm Tucker PR type. I would certainly recommend that any PR student check out the CIPR.

The event was thought-provoking, insightful and interesting. As a student of PR I can often be cynical about the fourth estate. Hearing a highly trained, highly ethical journalist speak on his work has renewed my faith.

The ten entries judged the best will enjoy a sponsored supper, worth £65, after the Maggie Nally Lecture on January 19 2012. Explain in 50 words why it should be you.

The guest speaker will be Richard Gizbert, presenter of the weekly media programme, Listening Post, at Al Jazeera. He has been with Al Jazeera since 2006 and will be speaking about Western perceptions of Al Jazeera and media coverage of the Arab Spring.

The Maggie Nally Memorial Lecture was inaugurated in 2003 and the 2012 Lecture will be particularly special as it will be the 10th anniversary.

Entries will be judged against the following criteria:

• You must be enrolled on a CIPR-approved course and provide relevant details.
• You should apply by e-mail before 23 December stating, in 50 words, why they should be considered for a sponsored place.
• The case will be judged on the cogency of the argument and clarity of expression
• The style of the argument should be that of a ‘Sun Says’ leader column.
• The argument should be value-based – the value of the event and the value the student will bring to it. It should not be needs-based, for example the student’s inability to raise £65.

The offer is limited to the cost of the reception and buffet supper and no assistance is offered with any travel or accommodation.

Applications should be sent to Eva Maclaine mail@maclainecom.com with the subject heading: ‘Maggie Nally Memorial Lecture 2012.’ Please include any additional contact information that may be needed over the festive season/New Year. Successful applicants will be informed by email/phone by 9 January 2012.

About Maggie Nally

Maggie Nally, Hon FCIPR, was the first woman President of the (then) Institute of Public Relations and helped turn the Institute around at a difficult time in its development. She was a highly professional PR practitioner who remained active both in PR practice and as a Fellow of the Institute until her death at the age of 80, 10 years ago.

Patrick Nally, Maggie’s son, is an impassioned advocate of the role of education and is sponsoring ten places for PR students at the reception and buffet following the lecture. These will be awarded on application only and assessed by representatives of CIPR International Group and the Nally family.

Host for both the lecture and following reception is Lord (Tom) McNally. The lecture is free, though it is essential that anyone attending brings with them a Letter of Entry for the Palace of Westminster. The cost for the reception and buffet supper following the Lecture is £65.

Victoria Tomlinson: proud of her PRide award

Victoria Tomlinson, CEO of Northern Lights PR, was named Communicator of the Year at the annual regional PRide awards for Yorkshire and Lincolnshire. Northern Lights consultant Helen Standing (last year’s regional Outstanding Young Communicator) has also been named in PR Week‘s 29 under 29 list of rising talent.

Communicator of the Year is awarded at the discretion of the judges to an outstanding communications and PR practitioner and has only been awarded twice in the last 10 years.  The consultancy, founded by Victoria Tomlinson 22 years ago, was also a finalist in the Best Use of Social Media category for its ‘no-nonsense’ e-book on social media for business.

Judges of the CIPR PRide Awards said that the special award reflected Victoria’s significant contribution to the PR and communications industry and wider business community. They singled out her pioneering paid internship scheme for Black, Asian and Minority Ethnic (BAME) graduates in the north, run in conjunction with the Taylor Bennett Foundation, and her ebook on social media for business.

Commenting on the award wins Victoria Tomlinson said:

“It is an honour to be recognised by our peers for the work we do on behalf of clients, for our innovation and for our contribution to the wider community. I am particularly pleased that Helen has gained national recognition for her creativity, PR skills and business focus, all of which is highly rated by our clients.”

Subject to CIPR Council approval, graduates of CIPR-recognised courses with one-year work placements will qualify for Member status  (MCIPR). Graduates of three-year courses will qualify for Member status (MCIPR) after graduation and one year as a PR professional.

Changes to wider membership regulations, announced today were passed by the CIPR Council in October, along with proposals to enhance the Institute’s commitment to professional development.

CIPR intends to further recognise the commitment that PR students make to the profession. Proposals to enhance the route for graduates from CIPR-recognised university courses into membership are now being developed and will be discussed by the CIPR Council early in 2012.

Members are entitled to a vote and to stand for office in CIPR elections and are eligible to work towards becoming Accredited Practitioners and Chartered Practitioners.

CIPR members will have access to FREE online training worth £700 in 2012 and a new pricing structure, including significantly subsidised and reduced prices on training workshops.

Jane Wilson, CIPR Chief Executive, said:

“We value the commitment students of public relations make to our profession and we want to demonstrate this by enabling graduates of recognised courses to play as full a part as possible in the life of their Institute. Existing student members will also have access to free online training, which we hope will be a significant help in their studies next year.”

The Public Relations Consultants Association (PRCA) campaign now has the support of 25 consultancies, including Burson-Marsteller, Edelman, Grayling, Porter Novelli and Red Consultancy. These firms are committed to paying interns at least the national minimum wage.

The CIPR Work Placement Charter, updated in 2010, is also clear in its guidance on unpaid internships:

“National Minimum Wage legislation requires employers to pay minimum wage or above for all work placements, unless they fall within the following exemptions:

• Students who are studying on higher education courses at UK universities or colleges if placed with an employer as part of their course. This exemption may be applied for a maximum period of one year.
• Students doing voluntary work for a registered charity and those doing work-shadowing.”

Deputy Prime Minister Nick Clegg has supported the campaign in a column in PR Week:

“The fact is, workplaces across Britain desperately need to be opened up, and PR is no exception. Too often it’s who you know – not what you know – that counts.”

Something armor-plated and hard to kill.

No one else has my combination of wit, insight and modesty.

Continuing to build what I hope will be a successful career.

Strengths: Loyalty, dedication, commitment to professional development and improvement

Weaknesses: Personal admin. Tendency to work long hours/weekends, steak and kidney pie

Me: loyal, able and reliable

My Boss: loyal, able and reliable

My Best friend: Useless prop forward

Books, Radio, the internet, Television

The CIPR Conversation (indispensible), BBC News, The Guardian

During a 5 year stint as chairman of my rugby club, I established a mini and youth rugby section. This was a major effort involving recruiting and training volunteer coaches and administrators and was part of a long term, ongoing strategy of club renewal, which I also developed and lead and which saw the club moving to new grounds. The process drew on work related skills including lobbying the local authority, gaining wider stakeholder support, media relations and fund raising. In my final year as Chairman I won the “Pro-Active London Volunteer of the Year” Award and was presented with a certificate in recognition of the achievement by the Mayor of London. The youth section continues to flourish, with well over 100 children aged 5-15 playing rugby for the club every Sunday during the season. I developed my love of the game playing minis and youth and I am very pleased to have been able give young people the chance to play rugby.

Among my greatest challenges has also been my greatest achievement. See above. My general advice for answering this question is to suggest remembering two quotes – “Never give in — never, never, never, never, in nothing great or small, large or petty, never give in except to convictions of honour and good sense. Never yield to force; never yield to the apparently overwhelming might of the enemy.” (Winston Churchill, 1941) and “Ever tried. Ever failed. No matter. Try again. Fail again. Fail better.” (Samuel Beckett, 1983) – Don’t quit, keep trying, keep going, keep learning from your mistakes and your experiences and show that you are always willing to do so.

This recognition has been awarded to Matthew McKenna and Sarah Townsend, two graduates from the  BA Hons PR degree at Bournemouth University, who founded their own PR Company McKenna Townsend PR in 2003. Since then McKenna Townsend PR has won a several gongs including PR Week’s One to Watch award in 2009 and a grand total of three Gold awards, including Outstanding PR Consultancy, at the 2009 CIPR Wessex Pride Awards, making McKenna Townsend PR deserving of their status as the leading PR consultancy in Dorset and Hampshire.

The award recognises McKenna and Townsend’s outstanding achievements and contribution to the public relations industry and the CIPR.

As co-MD McKenna spoke of his teams’ contribution to the title:

“Our team at McKenna Townsend PR work tirelessly to promote excellence and professionalism in the PR industry.  We continue to strive for higher standards in everything we do as PR professionals which leads to a better understanding of the positive impact PR can deliver for business, organisations and individuals.”

As CIPR Fellows McKenna and Townsend will lead by example. CIPR President and Fellow Paul Myrea said:

“Being named a Fellow of the CIPR is recognition of professionalism and experience. Most importantly, it is recognition from peers in the industry. I am delighted to welcome the new Fellows of the Chartered Institute and we look forward to harnessing their expertise to promote the industry and its practitioners.”

A bonus tip: as well as subscribing to Behind the Spin, you can follow us on Facebook.

Jennifer Kitch studies PR and marketing at Lincoln University. She is Behind the Spin’s new PR coordinator.

Northern Lights ran the second year of its paid PR internship for BAME graduates this July 2011. The Harrogate consultancy’s intense three week training programme, which included masterclasses, real life client projects and networking sessions, is based on the flagship Taylor Bennett Foundation internship in London. It was delivered in partnership with client Bradford University School of Management with the help of Northern Lights’ PR and business contacts.

Victoria Tomlinson, chief executive of Northern Lights PR, said: “There is a lot of talk about the lack of diversity in communications, but very little action.  Taylor Bennett were the first to create an outstanding paid internship in London – and with their help we have run a smaller scale programme for the last two years.

“We’ve had tremendous support from individuals in our region but there is only so much we can do. We now need a major partner to deliver the London model in the North – this could be a large employer with a strong communications team or a large PR or media company.”

Heather McGregor, who conceived and set up the Taylor Bennett Foundation’s internship, said: “Our ambition is to change the face of the communications industry, to make it a more representative and meritocratic profession.  We are proud that the work of the Foundation has been replicated by Northern Lights PR in the North of England.  In time, and with the support of our many partners, we hope to expand our programme across the country.”

Northern Lights won the Corporate Social Responsibility category at the Chartered Institute of Public Relations’ Yorkshire & Lincolnshire Pride Awards for last year’s internship. All of those who completed last year’s internship went on to work in PR, communications, marketing and related roles, including Nafisa Shafiq, who has just landed a job in the digital team at Edelman, the world’s largest independent PR consultancy.

During a packed three weeks, this year’s four Northern Lights’ interns attended masterclasses led by industry experts on team building, social media campaign planning, business blogging, media relations, writing for different audiences, crisis communications, in-house PR, CV writing and interview skills.  Guest speakers included Claire Morley-Jones of HR180, Ian Briggs of thebusinessdesk.com, Justin McKeown of Mission Agency, Gary Taylor of Metro, Karyn Fleeting of Tinderbox, Anne Gregory of Leeds Metropolitan University, Charlotte Renwick of Bradford University and independent consultants Nigel Keenlyside and Jane Hustwit.

Northern Lights PR interns 2011 - Ahmed Riaz, Farrah Khan, Kulbir Sandhu, Naimah Sheikh

The interns also went behind the scenes at BBC Look North and Northern Ballet and were set real life project briefs by Bradford University School of Management on its undergraduate recruitment strategy, the UK Resource Centre for Women in Science, Engineering and Technology on its involvement in the British Science Festival and UK General on farm diversification for the Rural Insurance arm of its business.

The four interns were pharmaceutical management student Farrah Khan, business management graduate Ahmed Riaz, communications officer Kulbir Sandhu and ICT with business graduate Naimah Sheik. They all now hope to go on to work in public relations or a related field.

Commenting on the internship experience, Ahmed Riaz said: “I would never have considered a career in public relations and communications before the Northern Lights internship. Now I really understand its value to business, Government, organisations, communities and life. Being given the opportunity to meet and learn from so many successful people has been invaluable and I’ll use all the skills I’ve developed in whatever I decide to do.”

The Chartered Institute of Public Relations (CIPR) has a strategy that aims to tackle the lack of diversity in the profession by raising awareness of PR to people from different backgrounds and addressing recruitment methods.

For me it was such an important decision as it has a direct relation to the rest of my life.  Very scary indeed. So once (after about three months of changing my mind) I had finally decided that public relations was the perfect degree for me, I now had to decide where to study.

Reputation comes first

Soon to be a PR student: Jazz Chappell

I always knew that, regardless of whatever subject I took, I wanted to go to an accredited university for that subject, or one that was well known and highly regarded. I know that it shouldn’t matter too much, but in the real world, potential employers are going to look to the universities where they believe the best students come from. If it so happens that Kent has a good reputation for English students, why would they look anywhere else first? It makes sense, and so began my hunt to find a list of universities that were considered as some of the best for PR. So I would suggest this is a good way to begin narrowing universities down.

It became clear to me that the degrees approved by the Chartered Institute of Public Relations (CIPR) would certainly be a good place to start. Through their website I found a list of approved courses and looked into each one. This list makes the decision far more manageable as there is a set number of universities to look at, rather then the seemingly never ending pages from UCAS. There are other universities that offer public relations degrees that have not yet been accredited by CIPR; I did look at these also, so I didn’t rule any options out, and would advise you all to do the same.

So now you all know that the universities have good reputations, it is important to look at the differences between the actual courses and modules. Do they offer a year placement in the workplace? This will invaluable experience and the chance to put into practise all the theory you have learnt, whilst also making those all important industry connections. Do they offer a year studying abroad? Is this something that you could see yourself doing? Bearing in mind living abroad/ learning a new language makes you more desirable to a potential employer.

Location, location, location

Then it is good to know about the location of the university. Would you like to be closer to home or as far away as possible?  And without being clichéd, the nightlife and shopping facilities are always worth looking into also. It would be a good idea to have a look at any PR companies that are based in the city or near the university, as you will most certainly be encouraged to carry out work experience during your time there.

From this you should have a better idea of at least five universities that you think would be the best for you. It is all very well having gathered this information mostly from the universities’ individual websites or from their open days but remember the lecturers and staff aren’t the ones actually studying the degree.

Speak to the students currently on the course. They’ll tell you their thoughts, and most of the time, will be brutally honest. They have been through it too; they know what worries they had themselves and will tell you what they like most or least about their PR course.

I found that an easy way to do this was through Twitter. As most PR students have an account it was relatively easy to find students on the course, I then politely direct messaged them asking their thoughts so far. Simple!

By this time I had a good idea of where I wanted to go, the last piece of advice I would offer is to actually go and visit the universities. They are your future homes for the next thre or four years. Get a feel of the place and the surrounding area; you will know whether or not it is right for you.

I found that these were all aspects that helped me choose where to go, and can be related to anyone. I wanted a university with a good reputation and employability prospects whilst at the same time being in an enjoyable place to live. I can’t see why any prospective PR students would want anything different.

At the end of the day the choice is completely up to you. It comes down to personal preference and you cannot let any others sway your opinion, but do your research and speak to others on the course, the decision will be a far easier one to make.

Kayleigh Grierson

A Cheltenham-based PR consultancy has recruited a permanent member of staff following experience of the CIPR mentoring scheme.

Colin Higgins & Associates (CHA) joined the CIPR mentoring Scheme in 2008 which paired Colin Higgins (MD of Colin Higgins & Associates) with Kayleigh Grierson, an undergraduate studying Public Relations at the University of Gloucestershire.

The mentoring scheme offers mutual benefits, allowing the student to gain access to advice on skills development, career development and job hunting, whilst giving the mentor the opportunity to establish links with local academic institutions and generate contact with potential employees.

Kayleigh joined CHA for work experience during the summer of 2010 and was later offered a full-time position as a PR Account Executive, to start after graduation.

Colin Higgins, the Managing Director of CHA commented:

‘It’s important to support graduates who are looking to get into the PR industry, especially when there is so much competition for full-time positions after university, as has been the case in recent years.  The CIPR mentoring scheme was a great success and we are delighted to welcome Kayleigh to the team.’

Mark Willock, CIPR Training and Development Manager said:

‘Mentoring is a way of supporting people’s personal and career development. It involves understanding the career issues and direction of an individual (the mentee) and matching them with someone who has suitable experience in a similar area (the mentor). Mentoring is a highly customised way to grow individual talent and can be a form of life-long form of learning for both the Mentee and Mentor. As it is essentially a supportive form of development, mentoring can focuses on helping the individual manage their career and improve skills while also discussing personal issues.’

Kayleigh will be working across all of CHA’s client accounts across a range of sectors including health, aviation, beauty, food and sports.

Kayleigh’s appointment follows a recent expansion at CHA with the addition of Rachel Thomas as Senior Account Executive in December 2010 and Duncan Matthews as Head of Studio earlier this year.

Francesca, who is studying for a BA (Hons) in Public Relations at Bournemouth University, beat off competition from 29 fellow students from around the UK to win the award.

Every year the CIPR appoints student representatives who work with each regional committee and compete for the title of CIPR Student Representative of the Year. As part of the accolade, Francesca has won a cash prize.

Commenting on the award, Alex Skinner, Past Chair of the CIPR Wessex committee, said:

I can’t congratulate Francesca enough on this tremendous achievement. She’s worked hard this year within the university and attended the committee meetings and really made the most of the opportunities presented to her. I know she’ll go on and do the same during her subsequent career.

On receiving the award, Francesca said:

I was appointed student representative of the CIPR at Bournemouth University in September 2010 after being elected by my classmates. To prove I was Student of the Year I had a range of tasks to perform, including promoting student membership to course members and liaising with the Wessex CIPR group.

I also had to complete a full marketing campaign and an event campaign following briefs set by the CIPR as a major part of the criteria for Student Rep of the Year.

During my year I was also responsible, with another student, Jessica North, for organising a student event that provided me with the practical knowledge and skills required in events management.

As previously reported, the CIPR also achieved a financial surplus on the year, reversing the significant financial loss in 2009.

Jane Wilson, CIPR chief executive said:

“Membership of the CIPR held up well in 2010 despite a difficult economic environment and it is encouraging that public relations practitioners continue to see membership of their Chartered professional body as an important part of professional development.

“The CIPR welcomed more students to its courses with the Diploma seeing an increase in enrolments in the year. Two new qualifications were introduced and the surplus generated from qualifications rose 29% year on year.”

The 'careers in communication' event in Aberdeen

The students, all from Robert Gordon University (Lauren Strachan and Nicola Cameron, CIPR student representatives; and Zoe Barbour and Titilayomi Fakorede, GPRG student representatives) organised and managed the successful event held at the Robert Gordon University in Aberdeen on Wednesday 4 May.

The CIPR and GPRG ‘Careers in Communication’ event brought together 60 students studying the HND, undergraduate and postgraduate communication and media courses at Aberdeen College and Robert Gordon University, as well as over 15 young practitioners and top employers in the Aberdeen and Grampian region to network and gain tips and advice about the PR and communications industry in Scotland.

The three and a half hour event covered many different sectors of the PR and communications industry, from in-house corporate communications to consultancy PR, and crisis communications to charitable PR. Guest speakers included Behind the Spin Editor Richard Bailey, Neil Jones CIPR Scotland Representative, Jilly Powell Communications Manager for Petrofac Offshore Engineering and Operations, and many other local professionals from companies such as The Big Partnership, CLAN, and Fifth Ring.

One student complimented the event and said: “a very well organised and enjoyable event, and the presentations were altogether interesting, informative and inspiring.”

Overall the session achieved a high level of student engagement and involvement. The innovative use of interactive workshops and the inclusion of a networking session allowed the students to interact with local professionals and in make some contacts. One attendee commended the networking opportunity, saying: “The networking session was something different but highly beneficial. It’s not one of my strong points so I welcomed the opportunity to progress in this.”

News story written by Lauren Strachan, studying MSc Corporate Communications and Public Affairs at Robert Gordon University, Aberdeen

As a result of the structural review, improved cost management and a focus on the more effective delivery of core member services, the CIPR made a surplus of £372,530 in the year to 31 December 2010. The surplus will enable the Institute to continue to improve member support and to rebuild its reserves following the 2009 financial losses.
 
The CIPR met its financial budget for the year. This included an anticipated fall in revenue year on year of 4% due to continued economic uncertainty and increased pressure on public relations spend. Despite economic challenges, revenue from membership subscriptions rose by 2% when subscription fees were held at the previous year’s level. The CIPR also welcomed more students to its courses, with an increase in Diploma enrolments and the introduction of two new qualifications, resulting in an increased surplus from qualifications year on year. 
 
During 2010, the CIPR developed a new website, an online booking facility for members and an online Continuing Professional Development system, improving member access to key areas of CIPR activity. It also delivered a range of policy initiatives, including guidance on planning, measurement and procurement and the launch of new panels on topics such as diversity and social media. In conjunction with markettiers4dc, it launched CIPR TV as an interactive online broadcast.
 
Jay O’Connor, 2010 CIPR President, added: “2010 was a year of transition for the CIPR with a new strategic plan, a review of costs and operations and the recruitment of our new CEO Jane Wilson. This was balanced with support for our members in an environment where every PR budget was under scrutiny. An enormous amount of hard work by our staff, members, fellows, volunteers and partners has resulted in an Institute that is back in surplus and engaged with its members. I would like to thank all of those who contributed, including our 2010 Treasurer Sally Sykes, for everything they have done and continue to do in support of their professional body.”
 
Commenting, CIPR CEO Jane Wilson said: “We are prioritising closer integration of the professional development products and services that the Institute provides for its members and focusing on managing costs in the coming year. Outlook for 2011 remains cautious due to significant economic constraints and cuts in private, public and voluntary sector organisations, all of which may have an impact on the PR profession.”

Oana Baetica, of Stone Junction, believes the CIPR should do more to support graduates

You fervently believe that you can make a positive impact on the communications business and hope to one day manage a portfolio of accounts.

Because you are passionate and want to get ahead in your career you would also like to be part of a professional body and are thinking about joining the Charted Institute of Public Relations (CIPR).

The CIPR is the most respected membership body in PR and communications. It acts as ‘the voice of the public relations profession and a champion of professional interests’ and advocates honesty, integrity, professionalism, collaboration and sustainability.

It’s evident then that being a member is an acknowledgement of one’s professional abilities and level of expertise.

Furthermore, being part of this particular association is also an indicator of the individual’s determination to help raise standards in the industry and contribute to his or her own personal development.

Just like a Facebook ‘like’

However, the options the CIPR offers to young executives have no more benefits than the ‘like’ function on Facebook. Having a student, affiliate or associate status with the CIPR will not necessarily support the above mentioned professional development and it will leave you a few hundred pounds lighter as well. Only upon completing professional courses such as the CIPR Advanced Certificate or Diploma in Public Relations, which cost up to around £2500-2700 each, can one aspire to becoming an actual member of the awarding body sometime in next three years.

If one doesn’t have the finances to do one of the courses, the only option remaining is to wait… and wait. According to the CIPR membership grades page, the earliest a PR professional can obtain full membership on time served is after at least six years of continuous employment in the sector. During all this time, the only alternative you are presented with is to become a ‘fan’ (i.e. student, affiliate or associate status). This kind of fandom comes at a considerable annual fee as well.

The need to belong to a group

There are multiple issues to be considered here. First of all, in an industry with a speckled reputation, whose practitioners are referred to as ‘spin doctors’, can we really afford to leave young account executives outside the professional standards system? Restricting access to guidance and mentoring, when graduates and first-jobbers need it the most is not a viable solution. Additionally, industry juniors can be left feeling let down and not considered worthy to adhere to CIPR codes of practice because of their job title.

The need to belong to a group, which is inherent in all of us, is perhaps more stringent when it comes to occupational structures. As a 23-year old MA graduate I can appreciate firsthand how crucial this is for one’s professional development.

Furthermore, I believe that the reputation of PR practitioners could be greatly improved by opening CIPR membership up to appropriately qualified younger people or making associate membership worthwhile. Welcoming the young and relatively inexperienced in a professional body is perhaps a good way of healing the ills of the trade and improving the enforcement of a set of values. Providing a free magazine, discounts on training and a plastic membership card in exchange for a couple of hundred pounds a year is a bit like offering membership of the Desperate Dan fan club.

But maybe hope isn’t lost? Maybe the CIPR is already doing something about the problem?

Year of the student and teacher

The organisation has recently announced that 2011 will be a year of change with regard to entry-level consultants and graduates. A new scheme, which run from April 1, 2011 to March 31, 2012, aims to boost the prospects of PR professionals in the early stages of their career by providing academic and practical support. Under the Year of the Student and Teacher badge, the institute promises to reach out and help students widen their horizons and broaden their knowledge. However, the concrete facts of this plan are yet to be detailed.

Will this mean that we can now hope to receive relevant benefits such as lower course and training fees, career advice and networking opportunites? Perhaps the CIPR is thinking of also addressing the issue of membership levels.

Counterproductive membership system

As things stand, I consider that the exclusive membership system the CIPR currently uses is not only detrimental to the development of aspiring professionals, but counterproductive as well. Without an incentive to join a professional body and its values, best practice and ethics how can one expect responsible professionals providing a high standard of services?

The CIPR needs to realise that the people who cannot afford to become members today are on the road to becoming tomorrow’s account directors. As the leading body in the field, surely it is in its best interests to have a say in shaping these new-comers and turn them into reliable professionals?

I think the CIPR bears some responsibility for creating an environment where young execs can feel a part of something bigger. It is this feeling of belonging, of aspiring to a higher position that helps us move forward. Bettering oneself should not be limited to those who can pay, but encouraged and nurtured.

At the moment, the road ahead for the great majority of graduates is not an easy one. Prohibitive course and subscription prices, that very few can afford, corroborated with demanding membership criteria are not the best way to create tomorrow’s heads of communications. If anything, they tend to alienate fresh faces and leave them to fend for themselves, without informing and offering significant guidance.

My firm belief remains that graduates and entry level practitioners are to be encouraged and supported by the CIPR and not charged enormous fees to become humble ‘fans’ of this august body.

The winner of the award will be offered a six-week internship at PRIME’s research centre in Oxford, UK. In addition, there will be a £4,000 stipend and accommodation will be provided.

The competition is open to students on the postgraduate or the final year of undergraduate degree programmes, and to those who graduated in 2010.

Applicants should submit a 1500 word essay on the topic of public relations evaluation. In keeping with the 2011 theme of sustainability, applicants should draw on examples relevant to this theme to illustrate their discussion.

The judges will use the following criteria in assessing submissions:

• Use of a range of credible and referenced sources
• Understanding of key evaluation concepts
• A clear argument supported by evidence from practice – particularly sustainability PR
• Conclusions that demonstrate fresh insight
• Clear, accurate and fluent writing style.

Deadline for submissions is 31 May and further details can be found here.

About the PRIME Research Fellowship

This was inaugurated in the US in 2009 and a winner last year was Vanessa Procter while she was studying for a Master’s Degree in Public Relations at Bournemouth. Vanessa, 23, and originally from Tunbridge Wells, Kent, later joined the company and after training at PRIME’s headquarters in Mainz near Frankfurt currently works at the research centre in Oxford.

The CIPR values young communicators and their commitment to education and this year is embarking on “Year of the Student and Teacher” to run from 1 April 2011 to 31 March 2012.

The Chartered Institute aims to boost the prospects of PR professionals in the early stages of their career with a yearlong initiative highlighting practical support and a range of opportunities for graduates and students, whether they are studying for a CIPR qualification directly or on a higher or further education PR course anywhere in the UK.

‘The CIPR Year of the Student and Teacher’ will include:

For students and lecturers:

• Access, through the CIPR Research and Development Unit (RDU), to overviews of the latest industry and academic research
• Access to academic journals
• Providing clear and concise guidance for applicants on the questions to ask and what to look out for when applying for internships and work placements
• CV clinics and job interview technique training and support
• Special events for undergraduate, postgraduates and MBA students in conjunction with the CIPR Regional and Sectoral Groups, with seminars hosted across the UK.
• A year of Student competitions open to undergraduates and CIPR Certificate and Diploma students

For graduates:

• Re-launching the CIPR Graduate Opportunity service and broadening the scope of the scheme to ensure graduates have access to industry wide opportunities to find jobs, internships and work placements
• Providing employers with a toolkit reflecting the CIPR’s Work Placement Charter and wider industry thinking, clearly setting out the most appropriate and ethical way to offer and administer internships
• Offering graduates reduced rate access to all training courses and materials for the first three years of their PR career
• Graduate competitions including the chance to win a free place on the CIPR’s own postgraduate Diploma (subject to meeting all other eligibility criteria) and One to One PR masterclasses from local senior practitioners
• Access to specifically targeted programmes such as internships to address diversity issues in the profession

During the next two weeks CIPR Group Chairs and CIPR university course leaders will come together at the CIPR and discuss how the Chartered Institute can further support and encourage students and those who are teaching them, offering a host of new initiatives while maintaining and revitalising its traditional services for students.

The CIPR will also foster networking for CIPR University students and CIPR’s own qualifications students, both at home and abroad.

The CIPR is committed to students: Jane Wilson

CIPR’s chief executive Jane Wilson said:

“The CIPR is committed to the providing practical assistance and guidance to members at every stage of their journey, but the first steps are probably the most important on the path to a successful career in PR.

“The CIPR is committed to providing meaningful support for students from all backgrounds as they study PR and to graduates as they seek to gain access to the profession.

“We appreciate that course leaders need support, that students want to make contacts through the industry to broaden their career horizons and that on leaving university they are often burdened with debt.

“We intend to help by making our services available, accessible and affordable as well as relevant to these groups.”

Anne Gregory, former President of the CIPR and director of the Centre for Public Relations Studies at Leeds Metropolitan University, said:

“This is a great initiative by the CIPR and illustrates the commitment it has to nurturing the young talent in our industry. At a time when students are facing significant debt and difficulties to pursue their chosen career, it is good to know that the CIPR is supporting them.

“These young professionals make a significant contribution through their work placements and internships and they are grateful to employers for providing these opportunities, indeed many interns do such a good job that they return as full time employees once their course is completed.

“The broader educational and research initiatives are also welcome. A mark of a serious profession is a healthy and robust link between academia and practice, each challenging the other to promote good practice and rigorous thinking”

Richard Bilton presented 'Who Gets The Best Jobs' on BBC2

A recent BBC documentary exposed fashion PR agency Modus Publicity for its use of up to twenty unpaid interns, causing uproar and controversy amongst PR professionals and students alike.

The debate has been raging in the trade press and on social media site, Twitter, with divided opinions.

It’s tough at the bottom

With 70 applicants for every graduate job, students making the transition to the professional world face a tough challenge, and it’s becoming increasingly apparent that work experience is one of the only ways to stand out in a crowded market.

It is standard on most PR job descriptions to ask for experience and students without this will see their applications at the bottom of the pile. Unfortunately a varied, full portfolio and extensive CV is coming at a price – and it’s the students who are out of pocket.

Many students will complete placements whilst at university, giving up essential hours of study to work, usually for free. Whilst it could be argued that they’re not doing the job of a salaried employee, an intern will often be a valuable resource, bringing in new ideas and fresh creativity from a new perspective.

The young people taking the internships are individuals with such drive for their career that they’ll do anything from making the tea and photocopying, just to get their little toe – let alone their foot – in the door.

The legal situation

Although internships benefit the student as well the employer, there are certain grey areas that could mean these internships are breaking employment law. An internship isn’t strictly voluntary work and it is extremely rare that students undertaking unpaid work experience sign a contract outlining their role, working hours and length of employment.

The CIPR’s work placement charter (available to members only) sets out recommendations for employer best practice, and members should adhere to these guidelines, but there is still no concrete law governing the rights of interns.

An issue raised in the TV documentary is the question of the social backgrounds of interns, in particular those on long-term internships after graduation.

Many are young people from wealthy families who have the luxury of financial support whilst they complete unpaid jobs to expand their CV’s and make vital industry contacts.

A spotlight was thrown onto the Conservative party this week, with a fundraising event auctioning a two week placement at Tatler magazine for the princely sum of £4,000, and that’s just one example.

So does this mean that the Average Joe is disadvantaged without handouts from affluent parents? Or do they have to sacrifice their career to work in an unrelated job just so they can afford to live?

Many comments around the subject on Twitter addressed the issue of the costs that interns faced for travel to their place of work. Speaking to PR students, it seems that most wanted to go out and obtain placements but sometimes struggled to commit to more than a day a week because they needed to undertake paid part-time work to support their studies:

@gargiu: Good experience but was out of pocket due to costly train travel into London, about £20 daily peak

@themadancer: unpaid internships are unfair, especially in London where even basic transport is so expensive sadly internships are necessary in PR

It’s a catch-22 situation. Work part-time at a bar or restaurant and get an income but no industry experience. Or work unpaid at an organisation that will give you great experience and networking opportunities but leave you with precarious finances.

Hannah Corkish and Carys Samuel

Weighing up the pros and cons, interns do have some fantastic opportunities. They have the chance to build up important relationships with employers and clients, exposure to real-life projects and the building blocks to forge a successful career. Successful placements can often lead to full time employment if the intern impresses the employer and if nothing else they will leave with a good reference and extensive portfolio.

Our advice

Finally, some advice for fellow PR students: although placements are valuable and will open up new doors it’s important not to jeopardise your studies and/or financial situation.

If you have concerns, speak to your university or employer – there may be financial support available to help you continue your placement or internship. If travel is a problem, look for opportunities that you can do from your home. Write to publications, websites and agencies to ask about freelance work, start a blog, increase your online presence with sites like Twitter and LinkedIn. There are many opportunities if you look carefully enough.

Perseverance is key. Always show enthusiasm in whatever you do, ask questions and aim to talk to as many people as possible, but most importantly find something you enjoy.

For more information on CIPR recommendations regarding unpaid internships visit the CIPR website at www.cipr.co.uk