Let’s “nail this puppy to the floor”* freelancers!

I’ve been a freelance PR consultant for the best part of two decades, so I’ve seen a few ups and downs. When the 2008 crash hit, my client list was dominated by commercial property companies; a year later it had quite a different focus.

To even consider becoming a freelancer or independent consultant you’ve got to enjoy an element of risk, be adaptable, flexible and happy not to know what the next day, never mind the next month or year, might hold. You could say then that when the Covid-19 pandemic and the lockdown that followed came along we were better placed than most to ride the storm. Yes and no.

Yes, for the very reasons I’ve just outlined. We’re always expecting the unexpected: the client who doesn’t come good after promising the earth, the one who doesn’t pay, the one who suddenly reappears after going quiet. At the end of March, as employed people started working from home and you couldn’t move for blogs offering WFH tips we smiled wryly. But then even the home office (our comfortable territory) started to change. Most of us may have previously made the odd Skype call, but Zoom and Teams were as new to us as to anyone else.  Some of us also suddenly had other people in the house during the day – some of them even children! This was now an alien landscape for us too!

Then as Chancellor Rishi Sunak came back day after day offering goodies to different elements of the workforce, it slowly dawned on us many of us (those with limited companies) that there would be no safety net.  Of course we’re used to feast or famine, it’s how we operate. But this felt different.

I was extremely lucky to have picked up an internal communications client just before lockdown. This work suddenly became more urgent, decisions were being made more quickly and, because everyone felt in the same boat at home, I gelled with the team there much more quickly than if I’d been going in and out of their office. Interestingly it was internal comms that came up as one of the biggest opportunities for independents as we move through this crisis at a webinar for PR freelancers organised by the CIPR Independents’ Group and Women in PR this month. 

I’ve already said we’re good at adapting, and experts on the webinar also suggested that the nimble and cost effective nature of freelancers will put us at the forefront of the recovery. We just have to be ready for what’s out there, which could mean brushing up on or developing some new skills. Having said that, most experienced freelancers will have experience that fits most possible scenarios and can turn their hands to most comms-related activities.

If you’ve time on your hands you can also take advantage of the many experts offering free or very affordable online training, such as with the CIPR’s webinar series.  Also offering time and support has been the communications freelance community, which has pulled together through offers of support for struggling colleagues and via networking groups. Darren Caveney (a speaker at last year’s CIPR East Anglia Best Practice Conference) has for example set up a support group through WhatsApp, Slack and weekly Zoom coffee and Twitter chats.  I’ve found these a great support along with regular catch-ups with my colleagues on the CIPR East Anglia committee.

Like many others I’ve been re-watching favourite boxsets in lockdown, the most recent being W1A. So to borrow from the language of *Siobhan Sharpe from ‘pr company’ Perfect Curve: “Let’s do this freelancers, let’s ride this train, let’s nail this puppy to the floor!”

Judith Gaskell, Cambridge PR

A global pandemic? That wasn’t on our conference checklist!

When we volunteered as co-organisers of this year’s Best PRactice Conference, which was due to take place this month, we did it a little apprehensively. Would we get a line up of speakers people wanted to hear from? Would we secure a great venue? Would we sell enough tickets? One thing we didn’t factor into those concerns was a global pandemic!

As we started to plan the event, our initial fears quickly dissipated; we immediately fell in love with the stunning, award-winning venue Storey’s Field Centre, and tickets started to sell like proverbial hot cakes as we brought together a diverse range of speakers to cover a diverse range of (what we thought at the time) hot topics, from fake news to personal brand, the latest in digital communications to change communications. Of course, these are still hot topics, but not necessarily in the way we viewed them back then.

When Covid-19 obliged us to postpone the conference, we kept in touch with our speakers and knew we’d made great choices when we saw the contribution they were making to Covid-19 communications. For example, monitoring and evaluation expert Jennifer Sanchis quickly showed her expertise in this area through her advice on  how communications experts might go about monitoring and evaluating crisis comms plans for Covid-19, while CIPR board member Trudy Lewis , who is lined up to talk about managing change communications,  couldn’t have been more spot on! It’s no surprise that Trudy is now calling for comms people to start looking forward and focus on what’s to come.  CIPR President Elect Mandy Pearse, who is due to open the conference, has written about how the need for professional PR has never been greater and Barney Brown, Head of Digital Communications at the University of Cambridge, has written a blog on how the need for a new digital strategy for the university is more critical than ever in these unusual times.

While some of our speakers can look at how communications professionals are meeting the challenges of Covid-19 and how they will be at the forefront of leading us out of it, others are already very much on the front line. Just think of the experiences that Alex Aiken, Head of Government Communications, and Lorna Mackinnon of Essex Police will be able to bring to our conference when it finally happens!

Even our venue has been doing us proud, putting itself in the ‘blue’ spotlight recently when it joined the #makeitblue campaign in support of key workers.  

So our Best Practice conference may have joined us in lockdown for now but, when the time comes, we remain confident that it will be more relevant than ever. A big thank you to the vast majority of  ticket-holders who have been happy to wait for it to be rescheduled and, to the rest of the East Anglia comms folk out there, get ready to join us for what promises to be a valuable opportunity to ensure you’re equipped to meet the challenges of a post-lockdown world.

Ruth Jackson and Judith Gaskell, CIPR East Anglia committee members

Coronavirus – stay alert to the risks of vague guidance

Stay Home. Protect the NHS. Save Lives.

Stay Alert. Control the virus. Save Lives.

The long-anticipated announcement from the Prime Minister regarding the next stage of the coronavirus outbreak has left nobody feeling any more certain.

In fact, it raised uncomfortable memories of the vague and conflicting messaging the week before lockdown began.

To paraphrase – ‘Try to socially distance. We’re not closing pubs and things, but we’re recommending they choose to close. You can go out if you want, but if you do it too much then we’ll stop you doing it. But we’re not stopping you right now, until you give us reason to.’

What we have seen in recent years is that people need imperatives – tangible instructions which can be clearly understood and therefore followed. Make America Great Again. Take Back Control. Here’s what we want to do, here’s what you’re contributing towards. Whether you agree with the content or not, it’s a strong message.

What people don’t need during this immensely challenging time is to feel like they’re making their own impossible decisions, potentially choosing between their career and their health. It was that level of personal freedom – or lack of clarity and leadership – in the early stages which set us back so far.

‘Stay Home’ is still a perfectly accurate instruction, there was no need to change it. There may now be more nuance around it, but there always was. Stay at home – UNLESS you’re a key worker. UNLESS you’re exercising. UNLESS you’re buying food. UNLESS you’re supporting others. For now, at least, there is only one more caveat to add – UNLESS you need to go to work because you can’t work from home.

‘Stay alert’ is so vague and broad as to be completely meaningless, and removing the prior ‘Stay Home’ message – in addition to changing the messaging colour scheme from a warning red and yellow to a cheerful yellow and green – will leave some to conclude that they simply don’t need to stay home any more. The regulations have been relaxed.

Encouraging people to avoid using public transport where possible is no help to those who have no other way of getting to work. Many people in rural communities or large metropolitan cities rely largely or entirely on bus, tram and tube services. We have already seen increased crowding on tubes in the aftermath of the announcement. The caveat ‘where possible’ is simply not enough.

Any announcement simply has to offer more answers than it generates questions, and that was not the case yesterday. This seems not to be a communications issue, but an issue with heeding the advice of communications professionals. A timely reminder that this outbreak will not be controlled solely within the spheres of health or the economy, but also by the ability of those in power to communicate this advice effectively.


The reality of furlough

Discombobulating – that’s what I call it. 

Last month, along with a few other colleagues, I was furloughed and found myself in a similar situation to many across the UK. It has been a rollercoaster of emotions, ranging from uncertainty and feeling I have lost my job, to be able to take a walk in the countryside each day, and doing things I’ve put off for ages and that I enjoy, as I don’t have work.

I am lucky to be without dependents or large overheads, but my main concern is not knowing what will happen at the end of furlough, especially now this has been extended to the end of June.

Some may think that this is the ideal situation: ‘What? You still get paid, but you don’t have to do any work?!’ but it comes with its demons. If you like what you do and are a social person who likes to be around people, it can be hard not to have daily contact with your team, and there is a worry about career progression.

Here are some things I have learnt from my experience in furlough, what I have been up to (or plan to get up to) and some tips for if you are feeling a little lost, like me.

  1. It’s not the end of the world

When I was first asked to be furloughed, I cried. I called my boyfriend and he reminded me of all the reasons why it will be fine. I cried because I felt like I was losing my job – I was told on a Monday, then I had the rest of Monday and Tuesday to hand all my work over to my colleagues. It happened quickly, so I could be furloughed from 1st April.

I was upset and scared because I didn’t fully understand what it meant (who knew what furlough meant before March 2020?) and that worried me. Now I understand it more and know what position I am in, it is not the end of the world. Take comfort in the fact that you still have a job and are getting paid some money, if not all of it.

I miss my colleagues and the work, and I do worry that I won’t have a job to go back to, but I am not my job. There are other things out there that will present themselves if I find myself in that position.

Some days are obviously harder than others – we are all at heightened anxiety right now – and we’re having to think more because we are not in our usual routines. Some days I feel full of energy and others I don’t, even if I haven’t done much. This is a strange time for everyone, you will not be at your ‘peak’ every day and you need to remember that. 

  1. Do things you enjoy

We may never get this time again, so don’t feel the need to bake up a storm or knit jumpers like all the celebs seem to be doing – focus on the things you enjoy.

Spend more time with your family or whoever you live with. If you live by yourself, take the opportunity to focus on yourself. Some people may struggle to be constantly on their own and all of our wellbeing may suffer, so try and use this time to learn about yourself and focus on your mental health. Put some time aside for things you enjoy or pick up new hobbies.

For instance, I have wanted to scrapbook my previous holidays for a couple of years and now I have the time to do it. I have and will be taking more time to declutter rooms ready to donate or recycle. I will be spending more time in the garden enjoying the sunshine and I will be cooking and baking more because I do enjoy it.

I will not rush any of these activities and I will not compare myself to other people on social media who look like they can ‘do it all’.

  1. Explore professionally developing yourself

Is there a course you have always wanted to do or something you have always wanted to learn more about? Furlough is a good opportunity to explore these courses. But remember – only do them if you have time AND inclination. It’s okay to not explore this, too.

I’m taking the opportunity to improve my writing skills for PR and marketing. I am also interested in learning more about other topics like SEO and photography.

  1. Volunteer, if you can

There will be many organisations who are struggling right now and not just food banks or shelters. If you would like to help the local community and are able to, I would highly recommend looking at your local area and contacting some charities to see if there is any way you can help.

Local councils have plenty of resources for those who can volunteer their time as well. You can donate food for food banks at supermarkets or you can donate money. For those that can donate their time and they are healthy, there will be something out there for you.

Knowing how much these organisations need help, one of the first things I did when furloughed was contact my local food bank to ask if they needed support, and they did. I help out when I can, monitoring their emails, social media and website. Every little helps. 

  1. Keep in touch

I enjoy what I do and who I work for, so being furloughed was upsetting because I wouldn’t have that daily contact with my team and colleagues.

I have found that I can just as easily keep in touch with everyone I want to via social media, messaging sites and online forums.

I’m joining virtual PR calls, like the CIPR East Anglia meetups that happen three times a month, so I can see and talk to other like minded people. I’m a very sociable person so I like to know how everyone is doing and just be with other people chatting and listening. I hope some others can relate to this.

Apps like Houseparty (other apps available) have been fun to play games with friends around the country.

  1. Have a Plan B

Even though there is every chance we’ll continue to keep our jobs by the time furlough ends, it is always a good idea to have your CV up to date and ready-to-go. This also ensures you take stock of what you have achieved and are ready if the undesirable happens.

This is a realistic and practical thing to do. Don’t see it as something to worry about; you are just being prepared.

  1. Get outside (once a day)

I ensure I get myself outside once a day for at least 30 minutes. I am lucky that I live in the countryside surrounded by fields and rivers and don’t see many people when I’m out. I also listen to my favourite podcasts whilst walking. 

Of course, this is harder for some, but trust me it helps. I have seen some great ways of making walks fun if you live in urban areas by enjoying the little things, the flowers in windows or growing up walls, the sky and the clouds, the way the birds sound, the cute or dramatic doorways, the walls, and the chimneys. Make use of this time, when you can.

Remember to be kind, to yourself and to others and we will get through this.

iProvision mental health hotline: https://newsroom.cipr.co.uk/iprovision-launches-mental-health-hotline-for-cipr-members/ 

Professional PR is at a premium

Guest blog by CIPR President Elect Mandy Pearse

The need for a professional PR has never been greater as we face the challenges of COVID-19. No matter which sector we work in the communications challenges have and will be great.

The initial stages of lockdown provided the opportunity for PR professionals to guide their organisations as they sought to rapidly move employees to working from home on a scale we have never seen before. For those still working the challenge has been to ensure that all employees understand the requirements for safe working. And alongside this internal communicators have had to develop with ICT colleagues new solutions for meeting via video conference and keeping a sense of organisational unity through closed social platforms.

The external challenge has been no less. Government PR teams have been working flat out to provide clear, consistent messaging at a UK wide level to ensure citizens know what is require. Local service providers in NHS, local government, care and transport have been working to communicate what services are available to support people, how to access them and organise local community responses.

For those PR freelancers and agencies working to help communicate their clients’ response to COVID-19 whether that be to reconfigure services to online alternatives or to explain that services will be halted until further notice it has been critical to ensure the reputation of their clients is managed through a professional PR response.

The contribution that professional communicators make to their organisations and clients has never been more recognised than now.

And for those who work freelance or in agencies where work has been hugely disrupted I say now is the time to stay strong. Your professional skills will be in demand again soon. If you can take the opportunity to access the CIPR’s free webinars and resources and consider if you can invest a small amount in developing your skills through virtual training.

We are starting to look to the world beyond lockdown and I have no doubt that PR professionals will have a key role in helping us all understand what the new normal will look like.

Get ready to move forward

Guest blog written by Trudy Lewis, communications consultant and executive coach, CIPR Board member and one of the speakers lined up for CIPR East Anglia’s postponed 2020 Best PRactice Conference. Now, she writes, is a good time for communications professionals to look forward and focus on what’s to come and what shape it might take.

In this time, one of the things that heavily stands out for me is the fact that this crisis we’re in will be over one day. The challenges to stay at home and concerns for loved ones and finances are at the forefront of our minds. It’s also been hard for those who have lost loved ones, and in some cases, it’s been overwhelming, but we will get through this and life will go on even if it might be wildly different.

Despite this, I can’t seem to shake the sense that we have to look forward – and we need to start doing that now (if we can). This might start with a quick review of how well we managed communications through the crisis. But the focus will be on what’s to come and what shape the future will take for our industry and how we support organisations.

Many in our industry have worked incredibly hard to support organisations with PR and communications to ensure employees and stakeholders continue to be engaged. Not an easy thing when, for many, no crisis plans were in place and very few expected to have to deal with a crisis of this magnitude. Practitioners are to be applauded for their hard work and resilience, stepping up to get the job done, and I’m sure, or hope, that it has been appreciated by the leaders of these organisations.

There are a few things to think about as we prepare for when the immediate crisis is over and we have to get back to a sort of ‘normal’. The strain on our economy and the response that many companies have had to take will most likely result in extreme change. And this is what we will have to manage for quite a while. For some companies this will mean becoming more efficient and innovative, while others it will adapt services, make changes to staffing and take flexibility to higher levels as they fully utilise technology.

As we support organisations with these changes, getting communications right will be critical to maintain the reputation of the organisation or leadership both internally and externally. Here are a few things to consider that we as communicators will no doubt need to drive in the months to come.

  • Work in partnership and develop relationships: Always aim to work closely with other key departments. This means building relationships and supporting HR, IT and key members of the senior leadership team. Make it clear that you are committed to collaborate to engage employees effectively.
  • Listen: Develop your listening skills as an approach to engage with leaders to fully understand the challenges faced so you can support them effectively. This along with good questioning will give your leaders confidence to engage with you for advice and guidance.
  • Develop business acumen: This is especially needed at this time, gain an understanding of the industry and economic issues being faced by the organisation and your leaders. It will help to position you as a knowledgeable and trusted adviser.

It’s important to remember that we are a time when internal and external communications have converged and in so many ways. Messages, especially to employees, should always be shared internally first. The worse thing would be to damage internal reputation and trust by not being mindful that news about changes should be shared with those impacted before it appears in a press release. Now more than ever I believe the communications we develop needs to be clear, honest and considerate of its audience.

So, despite the challenge of this time, I hope you will take a bit of time to think beyond this moment and prepare yourself by looking after your well-being and positioning yourself for change.

Remote Networking: Relationship Building In the Time of Coronavirus

Guest blog written by Raheela Rehman – Chair of Cambridge Association for Women in Science and Engineering

For some, the social interaction of networking is an opportunity to thrive, but for others it is akin to an annual dental check-up. Regardless of your profession, industry or background, the power of professional networking on your career cannot be overstated. It is a necessity in your success for more business opportunities, broader knowledge, interdisciplinary collaborations, increased capacity for innovation, improved employment perspectives and essential for career development and progression.

Networks exist everywhere, from formal workplaces to informal meetings e.g. gym classes. The good news is that anyone can create a network. The current coronavirus pandemic has meant face-to-face industry networking events and conferences are for the time being on hold. This increases creative ways of connecting and developing new relationships online. For those who were already working from home, the landscape too has changed. The chance to pop into the office, if you have one, for a face-to-face meeting or grab a coffee with your connection at the newly opened swanky café, at the moment is not an option.

Remote networking has all the rules of traditional networking in-person. In the same way, show generosity and extend yourself to help others before asking for support yourself.

1. (Re)connect

Now is a time to reconnect and touch base with existing contacts. These include former work colleagues, dormant contacts, those from your alma maters and previous club memberships. For many, it is a welcome interaction and a break away from their daily routine. Your shared history is a great starting point to build on your relationships, both personal and professional.

2. LinkedIn

LinkedIn provides numerous groups for various job fields, locations and personal interests. Join relevant groups and participate in forums and discussions. Through regular interaction you will find your natural new connections.

3. Ramp up visibility

Build your visibility to maintain your existing networks and to reach out to new potential connections. Are members of your online networks facing a challenge – explore how you can share your expertise. This too should come from a place genuinely wishing to help, not from that which you only take away.

One of the risks of working from home is the reduced contact with colleagues and becoming invisible to your team. Generate your own “photocopier” moments, where you informally catch up (I don’t have a water-cooler…), share your day, personal experiences or create an informal team online platform thread where you can celebrate birthdays, post photos of pets or your hobby.

Why not increase your visibility and write a blog for CamAWiSE or share your profile in our “Women in STEMM series” – email Rukshana Jaman (CamAWiSE Coordinator, info@camawise.org.uk).

4. Be intentional

It can be easy to let building relationships fall by the wayside, when working from home, juggling additional responsibilities and settling into a new routine. Networking requires a proactive approach. Be intentional in supporting activities you believe in. Interact by email, social media, webinars, online group chats or whichever technology feels most comfortable to you. It is worth noting the old adage of quality over quantity, intentional connections will be deeper.

5. Diversify your network

We are creatures of habit and tend to stick with familiarity. The benefit of a broader network of knowledgeable connections, varying backgrounds, different sectors outweigh the awkwardness of taking that first step. Reflect on your current network and get out of your comfort zone.


To build and maintain your network, nurture relationships and effectively follow-up, as it is an ongoing process. While we work from home in these times, an open mind and positive outlook can be a catalyst in developing relationships. It lays the foundation for future growth for when the pandemic comes to an end, and with people you may do business within the future.

How to make Twitter rows a storm in a teacup

It seems somewhat ironic that one of the very staples of British civility and relaxation is generating so much, well, hot water.

Less than six weeks ago, the dubiously-named Blue Monday was turned into ‘Brew Monday’ to encourage people to reach out to one another over a nice cuppa. In an era of adversarial discourse, where it’s getting increasingly difficult to truly talk, tea was bringing the nation back together.

Little did we know, however, that tea itself was about to be cancelled.

Chancellor Rishi Sunak (and MP for Richmond, North Yorkshire) tweeted a photo of himself holding a large sack of Yorkshire Tea and Twitter, somewhat predictably, went berserk.

Any of us who’ve ever worked in a press office would have felt an instant pain of solidarity for the Yorkshire Tea social media team: like their teabags, thrust into an boiling environment and forced to stew in it while feeling the energy slowly sap out of you.

Fortunately for Yorkshire Tea, and for everyone with common sense everywhere, their social media team have pitched their response perfectly – owning the narrative with confidence, charm and class.

Here’s a four-point plan of how to deal with a social media crisis, Yorkshire Tea-style:

1. Don’t be paralysed by fear. Look at the amount of tweets and replies Yorkshire Tea have sent since this ‘scandal’ began. They quickly addressed accusations of paid product placement and political bias, and efficiently shut down the criticisms at source.

2. Remain on-brand. Yorkshire Tea have built up a large and engaged Twitter audience, largely due to their colloquial, humorous and irreverent tone of voice. Many companies have reverted to an overly-corporate rebuttal in a time of crisis; Yorkshire Tea recognised the value of brand consistency, kept calm and carried on.

3. Be human. Despite rumours to the contrary, not ALL Twitter accounts are run by bots. No, honestly. By acknowledging the fact that their platform is run by real people with feelings, Yorkshire Tea have allowed users to empathise with them in a really genuine, relatable manner. As they themselves tweeted: “for anyone about to vent their rage online, even to a company – please remember there’s a human on the other end of it, and try to be kind.”

4. Remember you can’t please everyone. The infamous “Sue, you’re shouting at tea” has generated mixed feelings, and it’s easy to see both sides. While the vitriol that ‘Sue’ has received in the aftermath of this tweet is completely unacceptable, Yorkshire Tea can’t be held responsible for defending their position and humorously trivialising the subject matter. If everyone remembered to #BeKind, as they suggested in the very same tweet, then this would have all been a storm in a teacup (sorry).

James Hyde

Why get Chartered?

By Liz Fullick, Chart.PR MCIPR

I’m frequently asked if it’s worth doing the assessment to achieve Chartered status, to which I always answer yes. The supplementary question is inevitably about how difficult it is, which is predominantly what I want to tackle here.

It’s robust, rigorous and challenging, which is one of the many reasons it’s worth doing, and probably the main reason people are put off.

The CIPR describes Chartership as the highest level of professional accreditation it can confer on practitioners who meet the ‘required standard of professional distinction’.

Distinction and excellence is what it’s all about. As PR professionals we should be prepared to give our best at all times, and being chartered is one of the ways we can help demonstrate that.

It’s right to feel a degree of nervousness and trepidation. At the assessment you stand before your peers and demonstrate your integrity, leadership, and strategic understanding, in a friendly and relatively informal setting. But it’s not an exam – it’s evidence of you in context, your moral compass, how you practice, what you bring to the table.

Being assessed by peers for me is the most valuable part of the exercise, and the most daunting. Validation from those we admire and respect is much worthier than any sort of laurel from those without understanding of our roles and challenges.

This is an opportunity for self-reflection, on the day and generally. The assessment judges us on ethics, leadership and strategy, the dilemmas they present and how we approach them. Just as in our day jobs we get out as much as we put in, so too with the assessment. We should always be prepared to share our views, to discuss and at times to challenge, whether at work, in network meetings or being assessed for Chartership. One of the great things about the day is getting to hear from peers working in other sectors and industries, their experiences and ideas.

Therefore, it is right that the assessment is rigorous and you should be nervous going into it, because I am assuming you take your role seriously, give your best self with professionalism and integrity and taking an easy option would not be in your DNA. You’re a member of the CIPR and you’ve completed at least the minimum number of annual CPD cycles, which I feel is already evidence of self-reflection and development,
and therefore puts you well on your way to Chartership.

The formal assessment ends with a peer review of a two-year CPD plan, which though not formally assessed, is a crucial make or break element and two of your fellow practitioners will have to sign it and commit you to it.

You find out on the day if you’ve made the grade. Then you can wear it as a badge of honour to demonstrate you’ve attained a gold standard within your industry, and that you’re prepared to maintain that in your everyday practice. It is not a hurdle to overcome and forget about, but then we’ve already established that you are a thinker and someone for whom self and career development are important.

Is it difficult? Yes, but well worth the effort. It’s a benchmark that will help reassure employers that you practice to the highest standards, and will help enhance your career prospects as you progress. I wholeheartedly recommend you go for it. Good luck!

Got questions? Want to hear from two other Chartered PR Practitioners in East Anglia? Join this free webinar on 10 March.

CPD: invest in yourself

Written by Comms Lead, Rose Ling.

“I’ve completed my CPD for the year!” I exclaimed to my colleagues, only a few months after the annual process had started. As I told more people at local CIPR events, I was always greeted with the same remark: “How have you managed to complete the 60 points already?!”

I believe this is really helped because of where I work. I’m lucky enough to be part of a well-known PR agency in Suffolk, where our individual CPD is at the heart of the culture, and an internal training programme is run to complement our individual learning.

As CIPR members, we know that the continued professional development (CPD) programme is a core expectation for all PR professionals, and that CPD must be completed each year to keep your accredited status.

Many leading membership organisations have a CPD within their field, and the CIPR has one as a key route to professionalism. From my few years of involvement, it strongly shows proactivity in keeping up to date in an industry that never stands still, and this continued learning benefits not just you personally and professionally, but also your company, colleagues and our wider profession.

There are ten ways I feel I benefit from completing CPD each year and why everyone should consider becoming accredited:

  • Status – being an Accredited PR professional
  • Individual learning
  • Continually develop skills
  • More knowledge
  • Team development
  • Benefits clients – ideas and solutions
  • Benefits my future career
  • Motivating for my professional and personal development
  • Interested and interesting learning materials
  • Self-satisfaction and high achievement

All of these fit into my idea of professionalism and why completing CPD is so important to me, in and out of work.

Personally it is a great achievement to have and the learning materials are interesting and easy to digest. I am always curious and there is always so much everyone can learn. To not want to learn new skills means you stand still, you never open your mind. That keeps me motivated and shows my network and peers that I am keen to learn.

CPD not only benefits my personal development – with a massive back catalogue of webinars, white papers, podcasts and more, at my disposal so I am always learning – but it benefits the company I work for and my clients.

Professionally it highlights that you know what is happening around you. You are taken more seriously and you are able to better serve your clients with your continued knowledge.

Our profession never stands still, so it’s vital you don’t miss out. You are able to stay on top of the changing industry CPD puts me in the driving seat of my career. It maps my journey and gives me the knowledge and skills I need to progress.

As the time to complete this year’s CPD draws closer, (29th February) I hope that that I’ve interested/reminded some of you to put in the time and invest in yourself.