CIPR's Commitment to Better Student Relations

In response to an email sent by Lucy Laville asking: ‘How well does the CIPR engage with student members’, I replied ‘not very’ (obviously written in a more eloquent fashion, synonymous of a PR student!)  As a consequence, I was asked by Lucy to represent Leeds Met at a CIPR led student focus group.

As no doubt the majority of you are aware, the CIPR offer free membership to all students for the duration of their university course.  Benefits include, demonstrating commitment to the profession, making invaluable contacts, gaining access to tools and resources and keeping up with news, views and trends.  But how much of this are we aware of? And if so – how many of you can honestly admit to regularly checking in to the CIPR website, regularly reading their emails or engaging with CIPR staff and fellow members?

On a gloriously sunny morning, the likes of which haven’t been seen in the UK for quite some time, I made my way to the 'big smoke'.  Starbucks in hand (other coffee retailers are available), I boarded the train and set about compiling a long list of alternative methods in which the CIPR might better engage with young adults, more advantageous to both parties.

Arriving at Kings Cross station, I tackled the usual crowds of weary commuters on the underground to Russell Square.  The CIPR HQ is located in a leafy suburb of Bloomsbury, a mere five minute walk from the tube station.  The meeting was arranged for 12 noon - arriving a little early, I was encouraged to grab a coffee in the spacious lounge by a very welcoming member of staff, who informed me the facilities were available to all CIPR members needing a safe haven from the hustle and bustle of the city. 

At 12.00 I was met by Sukhjit Singh Grewal, Director of Professional Development and Membership, who led me into one of their many meeting rooms where we were joined by Anastasia Stefanidou, Student Administrator, Ben Seal, Business Development Manager and five other student representatives.

Plied with tea, coffee and sandwiches, the meeting began with a general overview of the history and culture of the CIPR, with emphasis on their student offerings.  The remainder of the meeting was an open and honest Q&A forum, covering several topics including our perception of the CIPR and the PR industry in general, the public’s perception of PR and how better to engage with student members.

The subject matter allowed for spirited conversation, soul searching and debate.  When asked if a degree was necessary in PR - or could any Tom, Dick or Harry with an ounce of common sense, command of the English language and a flair for creativity be just as successful? - We could not agree a resolute yes or no.

Interestingly, I have since read an article in Behind the Spin, written by our very own Robert Minton Taylor, who touches upon the very same subject.  Referring to the results of the CIPR ‘state of profession’ survey, Minton Taylor writes: “39% of CIPR members thought an academic qualification was important for PR professionals to have.  However, as always, the devil is in the detail, as 46% of members considered a “professional qualification the most important asset for PR professionals to have”. (Minton Taylor R, 2014).  The following are links to the article and CIPR survey both make for very interesting reading and debate - including the hot topic of male/female salaries (one for the feminists!) 

Your PR degree: Is it worth it?

CIPR: State of PR

We were however in agreement, that the general public is still rather cynical when confronted with the concept of PR - largely due to media representation.  Whilst the days of Samantha Jones (Sex In The City) might be ‘so 2000’, adjectives such as manipulative, spin doctor, verbally gifted, socialite and ‘talk the talk’ are still bandied around by the press.  One student representative from Bournemouth University said, on telling her father she was going to complete a Masters in PR, he replied “so you’re going to study the art of lying, very commendable.”

And finally, in response to the original question ‘do the CIPR engage well with students?’ -  We unanimously agreed ‘no’.  We suggested improvement by increased communication through social media sites, visits by key representatives at the beginning of the academic year, regular lectures and interactive seminars with CIPR officials and members and invites to more student focus groups at CIPR HQ.

The feedback was listened to intently by Sukhjit, Anastasia and Ben, who undoubtedly want healthier communication and relations with students.  Their aim is to collate the information provided by ourselves and develop a cohesive ‘plan of attack’ in engagement.  In the meantime Sukhijt has asked me to remind students to rediscover the benefits of the CIPR by visiting their website, actively seeking regional branch information for local events and entering the Doug Smith Award (prize of £1000).

All information mentioned and much more can be found on their website.

Kelly Scotney is a mature student currently studying in her first year.  After many years working at senior manager level in the hospitality industry, including Malmaison Hotels and Manchester United, Kelly was keen to return to university to gain the education she squandered when young - "I'm reinventing myself!"
@kennethscootney