CIPR election: 10 words and 10 pledges for industry leadership

I fell out with the CIPR when former director general Colin Farringdon dismissed social media as a fad in 2006. As the CIPR has modernised I’ve had a slow rehabilitation from member to CIPR Social Media Panel (2010), the Council (2011) and most recently the Board (2012).

Along the way I’ve blogged and written about the challenges that we face engaging with audiences in a two-way relationship via all forms of media and improving the reputation of the industry via professional development.

There are no easy answers or short cuts and both will take time but I believe that the CIPR is well-placed to help accelerate change.

I was vocal last year about the election for CIPR President. Following changes to the election rules I’m eligible to stand for CIPR President for 2014 - which is exactly what I am doing. The CIPR has just published my nomination statement.

If I’m elected, I will bring leadership, continuity and energy to the CIPR, ensuring that it represents both its members and the broader public relations and communication industry. To achieve this goal I commit to focusing on the following ten words and ten pledges.

1. Community: Support, promote and celebrate the leadership of the CIPR in the regions and nations by providing a clear vision and purpose. Actively engage the Council - the CIPR's governing body - and all its committees to represent the membership and the profession.
2. Confidence: Assert the CIPR's leadership nationally and internationally in areas such as diversity, social media, public affairs and internal communication, ensuring that members have a leadership voice in their relevant communities.
3. Professional: Recognise that the public relations industry must shift from a craft to a profession by putting Continuing Professional Development (CPD) at its core. Set a roadmap to ensure that CPD is recognised and seen as a key CIPR member benefit.
4. Excellence: Actively promote the Accredited Practitioner and Chartered Practitioner schemes as a benchmark for excellence to all members and with their employers in all sectors, charity, public and private, in-house and consultancy. Ensure that these schemes continue to resonate with employer and member needs.
5. Relevance: Quantify the benefit of public relations to the UK economy through a research initiative to provide the industry with a confident authoritative voice. Use data to assert the role of public relations as a management discipline.
6. Relationships: Further promote working relationships with key national and international organisations in advertising, digital, marketing and public relations. Support the work of the CIPR diversity group and actively engage with school and college students, and the wider public, about public relations as a profession that fully represents the wider community it serves.
7. Social: Move the CIPR along the journey to becoming a social organisation, putting content and conversation at its core. Connect directly with members and the broader industry through a monthly Twitter discussion.
8. Lobby: Seek swift resolution on the issue of the registration of lobbyists and ensure that any new statutory rules are fair and applicable to all practitioners irrespective of role.
9. Transparency: Promote the CIPR Code and ethical standards in public relations. Ensure that the CIPR is an open and transparent organisation working in the public interest.
10. Voice: Displace Max Clifford as the mouthpiece of the public relations industry and promote the expertise of CIPR members to the media, through social media and speaking opportunities.

During the election period I look forward to engaging face-to-face, via email and social media, to discuss and debate these issues, and others that matter to both members and prospective members.

If you’d like to join in these conversations please follow me on Twitter @wadds or via my blog at wadds.co.uk.

There has never been a more exciting time to work in public relations. Come and help make a difference.