Platinum is a new book from the CIPR showcasing excellence in public relations. It’s hot off the press and is the story of the Chartered Institute of Public Relations as told by its members.

The crowdsourced book has been published to mark the Institute’s 70th anniversary. CIPR states it asserts the value of PR as a management discipline.

It has been edited by Stephen Waddington, @wadds, Found.Chart.PR Hon FCIPR, and covers a broad range of topics, starting from the foundations of PR practice to the emergence of artificial intelligence and automation, Platinum captures the evolution of the Institute and the industry.

The 45-chapter book comprises contributions from more than 50 thought leaders on five key areas, namely: perspectives, practice, performance, provocation and the future potential of the profession.

How to get hold of the book:

Jenni Field, CIPR Inside Chair and President-Elect for 2019 has written a chapter focusing on the impact of internal communication excellence:

“Internal communications is no longer an offshoot of human relations but is recognised for its contribution in driving employee engagement and organisational performance.” – Jenni Field.

Chapters include Professional qualifications: Past, present and future by Dr Heather Yaxley, The business of influence by Scott Guthrie, What history tells us about public relations by Professor Tom Watson and Being capable for the future by Professor Anne Gregory and Dr Johanna Fawkes.

CIPR states Platinum boasts a powerful endorsement of public relations from the CBI’s Director-General Carolyn Fairbairn who, in her foreword, praises PR’s capacity to deliver “brilliant shareholder value” in uncertain times.

This extract from Carolyn’s foreword stands out for me: “Responsible business is a force for good that changes lives for the better. The services and products that firms provide, the taxes they pay and the jobs they create, transform communities in the UK and around the world.

“However, there is currently a disconnect between what businesses do and what people believe. Companies that are not complacent about this challenge understand that it can only be overcome by the right behaviour and by making their contribution to the UK feel real for employees and customers.

“That means communicating in a way that is genuine and compelling and which resonates with what the public values from business. That is why PR matters. Every business leader is in the business of trust. And as the number of businesses grows so does the competition to be a brand that consumers trust. And when trust is at a premium, a strong PR and communications function can create brilliant shareholder value.”

Sarah Hall, Chart.PR, FCIPR, CIPR President says: “As President I’ve had the privilege of working with the CIPR Board, Council and a whole host of volunteers who continue to give their time to keep the organisation relevant, ambitious and forward-looking.

“Platinum is a wonderful example of how our volunteer members are the best of the best. It tells the CIPR’s story and showcases the role that PR plays in organisational success. I hope that business leaders read it and, like me, appreciate the talent we have in our ranks. Thanks to everyone who has given their time to the project.”

Stephen Waddington, Chart.PR Hon, FCIPR, Chief Engagement Officer at Ketchum, Visiting Professor at Newcastle University and Former CIPR President says: “Platinum is a blockbuster of a crowdsourced publishing project that has been 18 months in the creation. It’s a reflection of modern PR practice, a learning and development tool, and a cracking legacy project as the CIPR looks forward to its next 70 years.

“My thanks to all the members that have given their time to write, edit and review the project. I’m especially appreciative of contributions by CIPR founder and Past President Tim Traverse-Healy and the CBI’s Director-General Carolyn Fairbairn.”

How to get hold of the book:

Profits from Platinum will be donated to iprovision, the CIPR’s benevolent fund for PR practitioners who’ve fallen on hard times, through illness or other unfortunate circumstances.

The CIPR will host a special reception honouring Platinum and the members featured in the 70 at 70 initiative on Wednesday 14 November. Find out more.

About the Chartered Institute of Public Relations (CIPR)
Founded in 1948, the Chartered Institute of Public Relations (CIPR) is the Royal Chartered professional body for public relations practitioners in the UK and overseas. The CIPR is the largest membership organisation for PR practitioners outside of North America. By size of turnover and number of individually registered members, we are the leading representative body for the PR profession and industry in Europe.

The CIPR advances professionalism in public relations by making its members accountable to their employers and the public through a code of conduct and searchable public register, setting standards through training, qualifications, awards and the production of best practice and skills guidance, facilitating Continuing Professional Development (CPD), and awarding Chartered Public Relations Practitioner status (Chart.PR).

Regular readers of my blog will know I’m a Fellow and Chartered PR professional with the CIPR. I think it’s a vibrant and necessary provision for PR and Communications professionals who are serious about their career.

I welcome this book and think it will be a bookshelf staple to refer to for many years to come. Congratulations to everyone involved in the creation of Platinum. You should feel rightly proud of your efforts in helping practitioners deepen their understanding of what we do and future proof their careers.

Are you a CIPR member?
If so, don’t forget you can save 20% off All Things IC monthly Masterclasses. See my Masterclasses website to discover what’s on and how to save. You’ll also earn 10 CPD points for attending.

 

Post author: Rachel Miller

First published on the All Things IC blog 17 October 2018.

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