CIPR publishes new social media guidance: work in progress for PR

The CIPR Social Media Panel held its last meeting of the year this week.

There’s new leadership for 2014, several high profile new joiners and an impressive programme of activity planned. More on all of that in due course.

Rob Brown, who founded the panel four years ago with the goal of providing guidance and education for the profession on social media, raised the issue of the future direction of the panel.

As social forms of media become normalised within public relations practice, the work of the panel should be incorporated elsewhere within the work of the CIPR and the broader profession.

So how are we doing? The panel gets top marks for effort but you don’t have to look too hard for evidence of the on-going demand for education and learning in what for many practitioners remains a nascent area of public relations practice.

Share This (Wiley, 2012) and Share This Too (Wiley, 2013) have both become best selling guides to how new forms of media are impacting professional practice.

Training events are regularly over subscribed, the group’s social media monitoring guide has been viewed more than 17,000 times, and guidance on working with Wikipedia (PDF, opens in a new window) has been adopted by PR association’s worldwide.

The panel updated it’s social media guidance document this week. It has been viewed 2,500 times within 24 hours.

The document has been completely updated this year in a project led by Michelle Goodall and includes information on definitions, best practice usage, planning, legal, security and measurement.

It is clear that the work of  this committed group of practitioners that are driving best practice in the CIPR, UK and worldwide, remains very much in demand.

I’m stepping down from the panel as chairman and as a member, to concentrate on the role of CIPR President for 2014. Thanks to everyone for their commitment and energy in 2013 and in particular Rob Brown.

Good luck in 2014. There is still so much to do.

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Stephen Waddington

Partner and Chief Engagement Officer, Ketchum and Visiting Professor in Practice, Newcastle University.


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