Platinum is a CIPR 70th anniversary project. The book based on crowdsourced contributions from CIPR members and will be published in 2018.

1. Platinum:
Celebrating the
CIPR and its
members at 70
Essays and contributors
PROFESSIONAL
STANDARDS
–
cipr.co.uk

2. Section #1
Performance – the impact of practising public
relations as a management discipline on modern
organisations
#1 Third sector: When doing good isn’t enough
Trust in the charitable sector,like other sectors,is declining. How can public relations support
management in tackling the situation?
Sarah Wright MCIPR
#2 International: public engagement in a fractured world
The role of public relations in global discourse and understanding local customs and cultures.
Eva Maclaine Found.Chart.PR, FCIPR
#3 Serving the public interest
Local government communications has shaped public relations practice through its role
in public engagement.
John Brown FCIPR
#4 Public sector: communication innovators
Public sector practitioners are doing more with less. They’re at the sharp end of innovation
in public relations.
Jen Robson MCIPR
#5 In-house: speaking truth to power
In-house practitioners are a critical link between management,employees and the wider public.
David Jones MCIPR
#6 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 FCIPR
#7 Academic rigour and business application
The role of public relations in enabling academia and business to learn from each other.
Toby Roe MCIPR

3. Section #1 – Performance continued
#8 The NHS at 70 and the strategic role of public relations
Strong public engagement is critical to the success of a thriving NHS. Its practitioners are
at the forefront of practice.
Liz Davies MCIPR
#9 The CIPR and Whitehall:
influencing and embedding professionalism
The CIPR has its roots in government communication. Both organisations are an important part
of the story of the growing professionalism for public relations.
Stuart Baird MCIPR
#10 The professional evolution of public affairs
Political lobbying,like public relations itself, is modernising and holding itself
to professional standards.
Paul Beckford MCIPR

4. Section #2
Perspective – reflections on the CIPR’s history
and its communities
#11 The UK’s contribution to scholarship in public relations
The UK’s role in teaching and learning in public relations.
Richard Bailey FCIPR
#12 Progressive professionalism in public relations
What does professionalism mean and is it an achievable goal in public relations?
Koray Camgoz Chart.PR, MCIPR
#13 A CIPR professionalism milestone:
obtaining Chartered Status
Gaining Chartered Status was a significant milestone for the CIPR,and the public relations profession.
Prof Anne Gregory Hon FCIPR
#14 The value of CIPR networks in local delivery
A celebration of the CIPR’s volunteer army that delivers and engages with members locally.
Tim Hudson Chart.PR, MCIPR
#15 Professional qualifications
Professional qualifications are a key milestone in establishing public relations as a strategic
management discipline.
Dr Heather Yaxley FCIPR
#16 Who are we?
Exploring the demographics of public relations practitioners through the CIPR’s annual
State of the Profession survey.
Ben Verinder Found.Chart.PR, FCIPR
#17 A brief history of the CIPR’s benevolence fund
The story of iProvision, the CIPR’s benevolent fund.
Pat Gaudin Found.Chart.PR, FCIPR
#18 Founding father: Sir Thomas Fife Clark
A biography of CIPR founder Sir Thomas Fire Clark.
Gareth Thompson MCIPR

5. Section #2 – Perspective continued
#19 What history tells us about public relations
A historical perspective on the development of public relations as a management disciple.
Dr Tom Watson Hon FCIPR
#20 Preparing tomorrow’s practitioners
Preparing students to work in a fast moving profession that itself is a work in progress.
Dr Joyce Costello MCIPR
#21 The CIPR as a driver of innovation in practice
Public relations is a young profession. What’s the role of the CIPR in leading the future of practice?
It needs greater support from the industry.
Dr Jon White Chart.PR, FCIPR

6. Section #3
Potential – exploring the future of the
profession such as automation, artificial
intelligence, and tools
#22 Public relations practitioners of the future
Young practitioners are more ambitious than ever. They’re critical to defining and building
the profession of the future.
Laura Richards MCIPR
#23 Robot relations: artificial intelligence and automation
Modelling the impact of artificial intelligence and automation on public relations. It’s more
opportunity than threat.
Andrew Bruce Smith MCIPR
#24 How to be an agile professional
Agile is an increasingly important but misunderstood means of public relations management
and workflow.
Rachel Picken Chart.PR, MCIPR
#25 Why digital inclusion matters to your campaigns
more than ever before
Digital technology hasn’t live up to its promise of democratising media. We need to hold it
to account and work harder.
Catherine Grinyer MCIPR and Gavin Harris MCIPR
#26 Aligning public relations with management
Aligning with management with the socially responsible business agenda is critical
to the future of the public relations profession.
Matthew Appleby Found.Chart.PR, FCIPR
Dr Cara Reed, MCIPR
#27 Flexible future
Flexible working offers an opportunity to improve the agility and diversity of
the public relations profession. But why is it so slow to adopt modern working practices?
Mandy Brooks Chart.PR, MCIPR
#28 Being capable for the future
Time served is no longer a benchmark of success for public relations practitioners.
UK academics are working on a project to define the capabilities for practitioners.
Prof Anne Gregory Hon FCIPR and Dr Johanna Fawkes MCIPR

7. Section #4
Practice – a discussion of modern areas
of public relations practice
#29 Improving our value by proving our value
Analytics and measurement provides the means of improving the performance and value
of public relations.
Richard Bagnall MCIPR
#30 The art and science of virality
Strong creative and storytelling lies at the heart of successful public relations.
Graham Goodkind MCIPR
#31 The business of influence
The fragmentation of media has given rise to so-called influencers. It’s a huge opportunity
for public relations.
Scott Guthrie MCIPR
#32 Community co-creation as a means of public relations
Engaging the public in co-creation is a powerful form of public relations. Community co-creation
or co-production is not just the latest buzzword, but a distinct shift in policy,
Ruth Fry MCIPR
#33 Fake and furious
Public relations has an assertive role in tackling fake news and misinformation.
Paul Mylrea Found.Chart.PR, FCIPR
#34 Working with Wikipedia
Wikipedia is an important form of social media that is frequently misunderstood by public relations
practitioners.
Paul Wilkinson FCIPR
#35 Facing up to a modern day crisis
Exploring modern day crisis communication response through a recent tragedy.
Amanda Coleman Chart.PR, FCIPR

8. Section #4 – Practice continued
#36 Shift from ethical frameworks to professional judgment
Good judgment is a learned behaviour. Practitioners must train and reflect on scenarios
throughout their career.
Steven Shepperson-Smith Chart.PR, FCIPR
#37 Making the case for media relations in the modern age?
Media relations is enjoying a renaissance in public relations as all media becomes digital and social.
In fact it never really went away.
Diane Green MCIPR
#38 Asserting expert opinion in an era of fake news
Public relations as a means of re-establishing trust in leaders, politicians and experts.
Daniel Gerrella Chart.PR, MCIPR

9. Section #5
Provocation – issues relating to the profession
such as diversity and mental health
#39 Culture and its contribution to modern public relations
Public relations teams should represent the public that they seek to serve.
Ella Minty Found.Chart.PR, MCIPR
#40 Impact of diversity initiatives on practitioners and practice
Are efforts to change the impact of the public relations profession making a difference?
Liz Bridgen MCIPR
#41 Diversity in an age of global integration
Nurturing a diverse workforce cultivates tolerance and accelerates progress. It’s good public relations.
Farzana Baduel MCIPR
#42 The contribution of public relations towards parity
of esteem for mental health with physical health
The role of public relations in removing the stigma of mental health.
Sally Sykes Found.Chart.PR, FCIPR
#43 A kinder conversation
An appeal for politer conversation in the public sphere.
Richard Evans MCIPR
Platinum will be available on Amazon Kindle and in print in Q3 2018.
For more information, contact Editor and Project Manager
Stephen Waddington Chart.PR, Hon FCIPR
Email: stephen.waddington@ketchum.com
Tel: +44 7771 851407