Elisabeth Lewis-Jones: It's time for the industry to claim a little of the limelight - Media - News - The Independent

Elisabeth Lewis-Jones: It's time for the industry to claim a little of the limelight

Without doubt, the public relations industry has come a long way. Testament to the industry's progression is its professional body, the Chartered Institute of Public Relations.

Celebrating its 60th anniversary this year, the Institute has developed considerably within its lifetime, although perhaps most notably in the last decade. During this time it has grown its membership to over 9,500 individuals working across industry sectors; has approved an increasing number of PR degrees; and has developed and expanded its training courses and professional qualifications nationally and overseas. Only three years ago the Institute achieved Charter status, recognition from Government that it is the professional body to lead the industry.

These achievements demonstrate the success and maturity of the CIPR and the PR profession but, and there is always a but, there is still much to do.

One of the biggest challenges for the industry is the general misconception about what public relations is and does. What it is about is building lasting relationships with different groups via effective two-way communication. In a business setting, it is about helping an organisation achieve certain objectives, but its function is far wider. Tied to freedom of speech, public relations can provide a voice to those who wouldn't necessarily have one – which is why true public relations does not exist anywhere other than in a democracy.

The general lack of knowledge about public relations has a lot to do with the fact that most PR work goes on under peoples' radars. While increasingly media savvy, and quick to spot campaigns with an obvious commercial or political objective, people often fail to see the vast amount of PR work carried out in the charity and public sectors. They might be aware for example of the anti-smoking messages they come into contact with on a daily basis, but not the PR campaign behind these.

That's not to say that there is anything wrong with this. Many practitioners say that public relations and those practising it aren't supposed to be the "story". That said, perhaps it is time that public relations claimed its share of the limelight. Perhaps it is time that all those in the industry championed their good work and the valuable contribution they make to business and peoples' day-to-day lives.

News
John Travolta is a qualified airline captain and employed the pilot with his company, Alto
people'That was the lowest I’d ever felt'
News
peopleThe report and photo dedicated to the actress’s decolletage has, unsurprisingly, provoked anger
Arts and Entertainment
While many films were released, few managed to match the success of James Bond blockbuster 'Skyfall'
filmsDaniel Craig believed to be donning skies as 007 for first time
Sport
footballThe latest scores and news from Dortmund vs Arsenal and Liverpool vs Ludogorets
PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
News
ebooksAn unforgettable anthology of contemporary reportage
Voices
Yes supporters gather outside the Usher Hall, which is hosting a Night for Scotland in Edinburgh
voicesBen Judah: Is there a third option for England and Scotland that keeps everyone happy?
Arts and Entertainment
Robin Thicke's video for 'Blurred Lines' has been criticised for condoning rape
music
Life and Style
techCriminals now targeting e-readers
Life and Style
tech
Life and Style
tech... and together they're worth at least £100 million
Life and Style
healthIt isn’t greasy. It doesn’t smell. And moreover, it costs nothing
Life and Style
fashion
Travel
news This video may make you think twice about ever taking the Tube again
Life and Style
A spider is seen in its web on September 16, 2014 in Hohen Meissner, Germany.
tech The 'Spider in Da House' app has been developed by scientists to tackle arachnophobia
Life and Style
fashionIncredibly, it hasn't been branded 'Will.eye.am'
News
A plane flies close to the eruption of the Icelandic volcano
newsAnd yes, it's quite something
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Media

Head of Marketing - London

Negotiable: Ashdown Group: Interim Head of Marketing / Marketing Manager / Dig...

Brand Manager / Account Manager

£28 - 36k (DOE): Guru Careers: A Brand Manager / Senior Account Manager is nee...

Sales Executive

£20 - 24k (Uncapped Commission - £35k Year 1 OTE): Guru Careers: We are seekin...

Director of Programming and Industry Engagement

£40k - £50k depending on experience: Sheffield Doc/Fest: Sheffield Doc/Fest is...

Day In a Page

Mystery of the Ground Zero wedding photo

A shot in the dark

Mystery of the wedding photo from Ground Zero
His life, the universe and everything

His life, the universe and everything

New biography sheds light on comic genius of Douglas Adams
Save us from small screen superheroes

Save us from small screen superheroes

Shows like Agents of S.H.I.E.L.D are little more than marketing tools
Reach for the skies

Reach for the skies

From pools to football pitches, rooftop living is looking up
These are the 12 best hotel spas in the UK

12 best hotel spas in the UK

Some hotels go all out on facilities; others stand out for the sheer quality of treatments
These Iranian-controlled Shia militias used to specialise in killing American soldiers. Now they are fighting Isis, backed up by US airstrikes

Widespread fear of Isis is producing strange bedfellows

Iranian-controlled Shia militias that used to kill American soldiers are now fighting Isis, helped by US airstrikes
Topshop goes part Athena poster, part last spring Prada

Topshop goes part Athena poster, part last spring Prada

Shoppers don't come to Topshop for the unique
How to make a Lego masterpiece

How to make a Lego masterpiece

Toy breaks out of the nursery and heads for the gallery
Meet the ‘Endies’ – city dwellers who are too poor to have fun

Meet the ‘Endies’ – city dwellers who are too poor to have fun

Urbanites are cursed with an acronym pointing to Employed but No Disposable Income or Savings
Paisley’s decision to make peace with IRA enemies might remind the Arabs of Sadat

Ian Paisley’s decision to make peace with his IRA enemies

His Save Ulster from Sodomy campaign would surely have been supported by many a Sunni imam
'She was a singer, a superstar, an addict, but to me, her mother, she is simply Amy'

'She was a singer, a superstar, an addict, but to me, her mother, she is simply Amy'

Exclusive extract from Janis Winehouse's poignant new memoir
Is this the role to win Cumberbatch an Oscar?

Is this the role to win Cumberbatch an Oscar?

The Imitation Game, film review
England and Roy Hodgson take a joint step towards redemption in Basel

England and Hodgson take a joint step towards redemption

Welbeck double puts England on the road to Euro 2016
Relatives fight over Vivian Maier’s rare photos

Relatives fight over Vivian Maier’s rare photos

Pictures removed from public view as courts decide ownership
‘Fashion has to be fun. It’s a big business, not a cure for cancer’

‘Fashion has to be fun. It’s a big business, not a cure for cancer’

Donatella Versace at New York Fashion Week