A new study from the Chartered Institute of Marketing (CIM) and the Chartered Institute of Public Relations (CIPR) reveals that respect amongst chartered professionals in the marketing and public relations industries has improved in the last decade but remains low compared to other professions.
The Value of Chartership report was published today. It explores the views of over 300 surveyed chartered members and finds two-fifths (39%) believe respect for chartership in PR and marketing has increased.
However, the majority (72%) of respondents feel it is less respected in comparison to other chartered professions such as accountancy or engineering.
I wonder if that rings true for you? Have you considered becoming a chartered practitioner?
I became chartered via CIPR in 2017 and will share my experience below.
Despite this statistic, the report finds becoming chartered can provide a competitive edge for marketing and PR professionals:
- Over four in ten (43%) argue it is very important for careers
- Three in ten (31%) state being chartered provides them with an edge to win new business
- 15 per cent have been able to demand a higher salary or increase their rates because of their chartership status.
The study also explores the importance of Continuing Professional Development (CPD), with 72 per cent of respondents arguing that regularly upskilling is crucial in order to progress their career.
How does chartership work?
The CIPR’s Royal Charter includes the power to grant the status of Chartered Public Relations Practitioner to individuals who meet the required standard of professional distinction.
Their website states:
“Just as chartered status is the norm in other professions, it is our mission to build a chartered public relations profession. We already have hundreds of Chartered PR Practitioners and each year we award chartered status to many more.
“Chartered status represents the highest standard of professional excellence and integrity. As well as reflecting your breadth of experience and achievements, it shows that you keep pace in a fast-moving profession, updating your knowledge and skills through CPD.”
To find out more, please see the chartership process.
I encourage IC professionals to consider applying and going through the process. It’s a fantastic way to further your own professional development and is good for business.
I regularly have conversations with All Things IC’s clients and Comms friends who want to know what it means.
Today’s study doesn’t surprise me as I agree there’s a way to go before it’s seen in equal measure to other professions, but I think energy is better spent on encouraging PR and Comms pros to focus on their professional development, rather than worrying what others think.
Too much time is wasted looking inwardly and being concerned about positioning. I’d rather use momentum and conversations to drive the profession forward from the inside out. Regular readers of this blog or my podcast listeners will know I believe what happens inside is reflected outside. That applies to the way we learn and nourish our professional development.
For today’s modern internal communicator, we have incredible opportunities to invest in our continuing professional development. The more we learn through being curious and furthering our own knowledge, the greater the personal and professional benefits.
Whether you do so via a professional body, or in your own way, we are spoilt for choice when it comes to opportunities to learn about the wonderful world of internal communication. Attending an All Things IC Masterclass, reading the All Things IC blog or listening to episodes of my Candid Comms podcast earns you CPD via CIPR.
Organisations benefit from having internal communicators who are committed to learning about their profession. Employees do too.
What is it like to go for chartership?
I shared my experiences of gaining chartership status back in 2017 via this article: How to become a chartered PR practitioner.
More internal communicators had started to apply and I felt encouraged to do the same. On my assessment day I was the only IC professional in the room and was proud to be there. The conversations with PR professionals and External Comms peers was fascinating. We all learnt from each other through our respective perspectives on business problems.
Why is chartership good for business?
Dan is the Chair of CIPR Inside, the internal communication sector group from the Chartered Institute of Public Relations.
For me, chartership helps fellow internal communicators show that our profession is exact that, a profession. Its an opportunity for us to say we’re skilled, experienced and qualified people who add an incredible amount of value to our organisations.
“I’ve had a few conversations where by introducing myself as a Chartered PR Practioner has seen people pay more attention to what I have to say. Maybe like you, I hadn’t thought about going for chartership as my specialism was only Internal Communication. However, fellow Inside committee members encouraged me to do so and I’m glad I did.
“We’re part of a profession that allows people to choose IC and progress from an entry level role all the way through to Director level or perhaps going freelance. No matter what IC journey you are on, chartership is there to show the world you’re part of a bigger profession.”
I’ll include resources at the end of this article so you can find out more about chartership status.
In industries that are constantly evolving with technological advancements and emerging social pressures, there is an almost unanimous agreement that demonstrating a commitment to continuing professional development (CPD) is a crucial part of the job.
Alastair McCapra, CEO, CIPR says: “Compared to other sectors, our industries have the advantage of low barriers of entry into the profession but a disadvantage in the number of qualified and professionally accredited professionals. We know what we do delivers value and so do our clients, but research shows a continued lack of collective confidence.
“This research highlights how chartered status overcomes this by providing pride, status, and confidence to individual practitioners. When compared to other professionals, or as seen by other professionals, our status is low but improving. Chartered status is an essential tool in increasing this further and faster.”
Chris Daly, Chief Executive, CIM says: “The past few years have underlined the critical role marketing and PR professionals have had in supporting and guiding businesses through a turbulent time. Rising consumer expectations for organisations to act ethically and communicate effectively, coupled with ‘the great resignation’ has put a greater emphasis than ever on the development of skilled PR and marketing practitioners.”
“There has always been a concern that investing in the development of staff may just accelerate their departure, but this joint research shows that chartered practitioners can provide a real financial boost for businesses – something that is crucial as we look to recover from the pandemic.”
How to apply to become chartered via CIPR
According to the CIPR website: “If you are an MCIPR or FCIPR grade member and have started logging CIPR CPD, you can apply to become a Chartered PR Practitioner. We will need evidence of your commitment to life-long learning, which can include CIPR CPD, CIPR Qualifications/Training, or other evidence of recent professional development in public relations.
Complete the Chartered Status Application form and upload supporting evidence of continuing professional development. This could include copies of certificates, a record of completing CPD under another scheme or proof of undertaken training.
CIPR assess your skills, knowledge and experience in leadership, strategy and ethics and recommend contacting them to discuss the most appropriate time for you undertake an assessment day.
How to learn more about becoming chartered
There is a wealth of resources online to help IC professionals explore chartership. I’ve linked to resources below.
I hope you find them helpful if you’d like to find out more.
- CIPR website
- How to become chartered – a Q&A with members
- Chartered assessment for the remote world
- Why more internal communicators should get chartered – by Martin Flegg
- How to get chartered – by Sarah Roberts
- How to become a chartered PR practitioner – by Rachel Miller
- #GetChartered – we can all aim high – by Dan Holden
- Download the report: The Value of Chartership.
How to learn more about internal communication with All Things IC
I teach in-person Monthly Masterclasses at the All Things IC Hub in West London.
The Hub is my dedicated training space, which I opened in 2020 for Masterclasses and team days. It’s designed to be a comfortable and inspiring space for internal communicators to enjoy using.
Monthly Masterclasses are open to in-house IC pros and there’s a range of topics to choose from including Effective Internal Communication, Change Communication, Strategic Internal Communication and Comms Director Masterminds.
We work together in a small group, which gives you the opportunity to meet with peers, build your network and learn together. It’s a confidential and welcoming environment and I love working with you face-to-face to help you succeed.
Upcoming 2022 Monthly Masterclass dates include:
- 11 May: Strategic Internal Comms. For IC pros who want to take the next step in their IC career – FULL.
- 25 May: Effective Internal Communication. For new IC pros or up to three years’ experience.
- 15 June: Comms Director Mastermind. Confidential group. Four places. For senior-level Heads of IC or Directors of IC.
Members of the Chartered Institute of Public Relations (CIPR) can claim CPD points for attending my courses. Everyone will receive a certificate of completion at the end of the day, which is your attendance evidence.
Future dates will be added soon. Keep an eye on the What’s on for Comms pros page to see the latest listings.
Learn with All Things IC via Online Masterclasses
See the dedicated website to access all the latest All Things IC Online Masterclasses. They are packed with bespoke text lessons, videos, workbooks and quizzes to help you learn about the wonderful world of IC at your own pace.
They are pre-recorded, which means you access the content at the time you choose. Most courses have 12 months’ access.
- NEW: How to write an internal communication strategy
- How to review and plan your 2021 – 2022 Internal Comms – get help planning this year’s internal communication.
- The internal communicator’s guide to hybrid working – to help you navigate through different ways of working.
- How to be an internal communicator – ideal if you’re new to the world of IC or have up to three years’ experience.
- How to be a Comms Consultant – Exploration – this is for you if you’re thinking about going freelance.
- Introduction to internal communication channels – get up to speed quickly.
- How to create a 90 day plan – to set you up for success in your new Internal Comms role.
- How to be a strategic internal communicator – to help you improve your Comms capability.
Thank you for stopping by,
First published on the All Things IC blog 13 April 2022.