The CIPR President’s Panel survey reveals that when asked whether media, such as blogging, fundamentally alters PR practice, one in five (21%) of the 200 senior communicators responded “hardly at all”.
Peter claims the article could have been written in 1970 as its author, Kevin Sullivan (a former journalist now a law firm chief marketing officer) relates public relations entirely to mainstream media relations. In fact, the podcast presents a reductionist perspective of PR as solely a “low cost” marketing tool; just common sense – and he even relates editorial success to the cost of equivalent advertising coverage.
Any graduate of public relations (including those who have studied the CIPR’s own qualifications) would challenge this viewpoint. Today’s practitioners recognise not only the importance of online developments and more valuable evaluation approaches, but also the scope for public relations in respect of engaging with a wide range of stakeholders often without any use of media relations.
I am encouraged that 79% of the President’s Panel recognise the impact of new media – and also that 93% feel CIPR’s emphasis on training, qualifications and CPD is about right (77%) or not heavy enough (16%).