PR Knowledge Hub

  • Home
  • Learn here
    • Online courses
    • Train at your place
  • Blog - Think Forward PR
  • About
  • What is PR?
  • Contact
  • Home
  • Learn here
    • Online courses
    • Train at your place
  • Blog - Think Forward PR
  • About
  • What is PR?
  • Contact

Think Forward PR

Don't get stuck in the past - be a public relations practitioner of the future

17/5/2017

 
Picture
Nobody likes to think they're stuck in the past but I have to say that sometimes, some aspects of our profession seem firmly stuck somewhere around 1980.

For instance, this week the Chartered Institute of Public Relations (UK) - of which I am proud to be a Fellow - announced that it was planning a 'ban' on the use of AVEs, or advertising value equivalents.

I have to say I was shocked. Why? Because AVEs were discredited years ago with global condemnation reaching consensus in 2010 through the Barcelona Principles which stated quite clearly that advertising equivalents are not a measure of public relations or communication. A couple of decades ago the CIPR - or IPR as it was then - produced a guide to public relations measurement and evaluation which also discredited the measure. So to discover they're 'thinking' about a ban all the way into this decade was a bit of a hoot. Particularly when there is so much more out there that, as a profession, we need to get to grips with. Research, measurement and evaluation for public relations is straight forward and easy to execute - if you're unsure how to do it (without resorting to the nonsense that is AVE) then take our course and you're all set. But the wider issue is that public relations deals with all types of communication - written, oral, visual and experiential - in completing the work we do, which is building and sustaining the relationships our organisations need to keep their licence to operate. The illustration with this post is the CPD wheel I developed for the Global Alliance for Public Relations and Communication Management during  my tenure as Secretary. It breaks down the central components of what we do and expands on the knowledge we need to seek - ranging from data management and forecasting to behavioural analysis and community identification, and all points in between. My advice would be don't get stuck in the past. Understand what it is you do and the wider implications of the profession's purpose. Then sit down and plan your professional development journey.  That way, you'll stay ahead and not become a public relations relic of the past.

Comments are closed.

    About Think Forward

    Think Forward is written by Catherine Arrow.  It answers PR questions, highlights practice trends - good and bad - and suggests ways forward for professional public relations and communication practitioners.

    Why Think Forward? Because if we want to practice public relations in the future we must learn constantly and keep thinking ahead

    Archives

    November 2020
    October 2020
    September 2020
    August 2020
    July 2020
    June 2020
    May 2020
    April 2020
    March 2020
    February 2020
    January 2020
    December 2019
    November 2019
    October 2019
    September 2019
    August 2019
    July 2019
    June 2019
    March 2019
    February 2019
    August 2018
    July 2018
    February 2018
    November 2017
    October 2017
    August 2017
    June 2017
    May 2017

    Categories

    All
    AC19
    AI
    Algorithms
    Arrow's PR Atom
    Artificial Intelligence
    Australia Bush Fires
    BC19
    Behaviour
    Business
    Change
    Change Communication
    Change Management
    Communication
    Communication Training
    Compassion
    Coronavirus
    COVID 19
    COVID-19
    Creativity
    Crisis Communication
    Culture
    Cyber Security
    Digital Relations
    Digital Strategy
    Elections
    Empathy
    Employee Engagement
    Employee Experience
    Ethics
    FERPI
    Free Course
    Future
    Global Alliance
    Global Capabilities Framework
    Indonesia
    Internal Communication
    International PR
    Issues
    Italy
    Job Search
    Keynote Speaker
    Language
    Leadership
    Learning
    Licence To Operate
    Malaysia
    Manipulation
    Media
    New Era
    Organisational Purpose
    Politics
    PR Atom Model
    PR Evaluation
    PRINZ
    PR Measurement
    Professional Development
    PR Research Measurement And Evaluation
    PR Training
    Public Relations
    Purpose
    Relationships
    Reponsibility
    Reputation
    Research
    Risk
    Robotics
    Social Capital
    Society
    Speech Writing
    Story Arc
    Story Forms
    Storytelling
    Strategy
    Training
    Trust
    Value
    Visual Storytelling
    What Is PR
    WPRF2020
    Writing

    RSS Feed

 ©PR Knowledge Hub Ltd
+64 (0) 7549 4721
learn@prknowledgehub.com