RESPECT among chartered professionals in the public relations and marketing industries has improved in the last decade, but remains low compared to other professions, according to a new study from the Chartered Institute of Public Relations (CIPR) and the Chartered Institute of Marketing (CIM).
The Value of Chartership Report, which explores the views of over 300 surveyed chartered members, finds two-fifths (39 per cent) believe respect for chartership in PR and marketing has increased. However, the majority (72 per cent) of respondents feel it is less respected in comparison to other chartered professions, such as accountancy or engineering.
Despite this, the report finds becoming chartered can provide a competitive edge for PR and marketing professionals. Over four in ten (43 per cent) argue it is very important for careers while three in ten (31 per cent) state being chartered provides them with an edge to win new business, and 15 per cent have been able to demand a higher salary or increase their rates because of their chartership status.
The study also explores the importance of Continuing Professional Development (CPD), with 72 per cent of respondents arguing that regularly upskilling is crucial in order to progress their career.
Alastair McCapra (pictured), CEO, CIPR said, “Compared to other sectors, our industries have the advantage of low barriers of entry into the profession but a disadvantage in the number of qualified and professionally accredited professionals. We know what we do delivers value and so do our clients, but research shows a continued lack of collective confidence.”
This research highlights how chartered status overcomes this by providing pride, status, and confidence to individual practitioners. When compared to other professionals, or as seen by other professionals, our status is low but improving. Chartered status is an essential tool in increasing this further and faster.”
Chris Daly, chief executive, CIM said, “The past few years have underlined the critical role marketing and PR professionals have had in supporting and guiding businesses through a turbulent time. Rising consumer expectations for organisations to act ethically and communicate effectively, coupled with ‘the great resignation’ has put a greater emphasis than ever on the development of skilled practitioners.”
“There has always been a concern that investing in the development of staff may accelerate their departure, but this joint research shows that chartered practitioners can provide a real financial boost for businesses – something that is crucial as we look to recover from the pandemic.”
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