CIPR PR in a Pandemic report tells a complex story

The reputation of the public relations profession has rocketed during COVID-19 but at a personal cost to practitioners.

I’ve picked up the CIPR PR in a Pandemic report several times over the past week. There isn’t a single headline. But that’s the story. It’s complex and full of nuance. Everyone’s experience of the pandemic has been difference.

The study replaces the CIPR’s annual State of the Profession survey and reports on the experience of more than 1,000 practitioners during the pandemic.

The executive summary presents a mostly upbeat portrayal of an industry that has been recognised for its contribution during the pandemic. Practitioners have been elevated within their organisations.

More than half of agency respondents (56%) said that the reputation of PR had increased, however 7% said that it had decreased. It’s a pattern that’s repeated among in-house practitioners.

Public relations practitioners have supported organisations with digital transformation, led crisis planning and execution, and supported internal communication, change management, and critical stakeholder communication.

More than one in five practitioners (22%) has changed their role in the past 12 months. Movement has not been fueled by redundancy or restructure but by personal ambition. Seven per cent of respondents that have moved, reported going independent.

The bad news? Practitioners exposed to sectors of the economy impacted by lockdowns were made redundant or furlough. Those that didn’t universally worked longer hours.

Mental health is a legacy of the pandemic for practitioners. It’s an issue that is particularly acute for younger practitioners. In this sense public relations is no different to any other profession that has had an operational role during the pandemic.

The priorities of practitioners has completely changed during the pandemic. Mental health, looming recession, and digital transformation, are top the list of concerns. Artificial intelligence, board representation, ethics, professionalism, and skills, have been relegated.

Practitioners are optimistic about the future of the reputation of public relations and expect a recruitment boom. More than a third of respondents (36%) expect to hire in the next six months.

You can download a copy of the 80-page PR in a Pandemic report from the CIPR website.