PR is a broad industry and an essential factor in how organisations and individuals promote themselves and engage with the public effectively. PR professionals must utilise a dynamic skillset to provide a valuable service to both employers and clients. In this article, we will outline why CPD is important for PR practitioners, including how it can provide value to businesses and where to find relevant Continuing Professional Development (CPD) PR training.
What is PR?
PR stands for public relations and typically refers to the process of managing consumer or public perception of an organisation or individual. Public relations is important as a practice for communicating the desired messaging of a brand, and disseminating information in a manner that is conducive to how the brand is intended to be received by its audience.
The field of PR is dynamic and spans across many industries. To be effective as a PR practitioner, individuals must develop key professional assets that contribute value to their role, including developing core transferable skills and building an expanded professional network. These can be utilised through a commitment to CPD learning and training, which can help PR professionals expand their base of knowledge and refine skills to advance their career.
Why is CPD important for PR professionals?
Due to the expansive and developing nature of the industry, PR professionals should display a dedication to ongoing learning and personal growth. At its core, Continuing Professional Development (CPD) is about the commitment to lifelong learning and can therefore provide PR practitioners with a variety of benefits that we have outlined below:
Staying up to date with trends and technologies
New trends and technologies are always evolving in the field of PR. Engaging with CPD can help professionals ensure they are providing the most meaningful and an effective service. The field of PR can be highly competitive, and staying up to date with trends and technologies is an important aspect of maintaining professional value. Similarly, missing out on current trends, or not developing the necessary skills to utilise new technology has the potential to have a negative impact on a PR practitioner’s career.
Developing and refining PR strategies
Understanding the essence of a brand and communicating this effectively to the public is the primary role for many PR professionals. CPD training can help individuals to develop a deeper understanding of branding, messaging, tone, and other key aspects needed in the communications process. Becoming proficient in these areas will enable PR professionals to develop successful strategies that achieve the desired outcomes and increase trust and connection with an audience.
Expanding professional network
Professionals who have a developed network in their respective industry will often provide a more dynamic PR service to the organisations and the brands they represent. CPD events can be an effective way for PR professionals to expand their network and meet new contacts. CPD events span across industries and topics, so PR professionals can focus on events which will develop their network most effectively.
Increasing employability
Participating in CPD can help PR professionals increase their employability by improving overall proficiency. The skills developed through CPD participation may lead to more professional responsibility, increased salary, and better future job prospects.
Through active CPD, PR professionals are also able to increase their specialisation in a topic and develop skills that focus on a specific brand or industry. By developing relevant capabilities and knowledge, CPD can potentially help PR professionals access new industries and discover opportunities that might otherwise have not been available.
Demonstrating an ability to learn
Ongoing learning is at the core of maintaining effective PR. Engaging with CPD is a demonstration of the commitment to learning and improve a PR service. PR professionals can engage with various CPD courses, events, seminars and workshops to supplement their knowledge and develop their skills as a practitioner.
Actively learning and becoming a proficient researcher is a crucial aspect of effective PR, as many roles will require new knowledge, contacts or skills to operate successfully. Specific examples of this may be researching new publications for a project, or framing specific communication for an organisation in a way that resonates with the current market.
Adhering to industry standards
Industry standards are important in the field of PR as best practices and regulations can vary across different industries and international regions. To offer a valuable PR service, it is important for professionals make sure they adhere to industry standards, and that their practice is meeting any regulatory requirements. Engaging with accredited CPD training is a reliable way to keep knowledge up to date, leading to a more comprehensive understanding and ensuring adherence to industry standards where PR services are provided.
The main industry body for PR professionals in UK is the Chartered Institute of Public Relations (CIPR). CIPR helps to ensure high standards in the field by encouraging individuals to participate in regular Continuing Professional Development (CPD). CIPR requires its members to complete CPD in various areas to become an accredited PR practitioner.