The Value of Qualifications

A robust qualification system has become increasingly important in the UK public relations industry. As public relations evolves from a tactical communication role to strategic management, recognised qualifications play a crucial role in building trust, enhancing careers, and elevating the profession.

Transcript

The value of qualifications to PR practice

A robust qualification system has become increasingly important in the UK public relations industry. Research by PR Academy in 2023 showed that an overwhelming 94% of practitioners endorsed professional qualifications for developing capabilities while working in PR. As public relations evolves from a tactical communication role to strategic management, recognised qualifications play a crucial role in building trust, enhancing careers, and elevating the profession.

In an era of misinformation and declining trust in institutions, qualified PR practitioners can help bridge credibility gaps. Professional qualifications establish standardised knowledge benchmarks that signal competence to employers, clients, and the public. Practitioners who understand theoretical frameworks and ethical considerations can navigate complex situations with integrity and strategic thinking rather than relying solely on tactical approaches.

The Chartered Institute of Public Relations (CIPR) emphasises PR as a strategic management function, moving beyond tactical publicity to strategic reputation and relationship management underpinned by evidence-based practice. This shift helps organisations build authentic relationships with stakeholders, fostering greater societal trust in PR practitioners and the organisations they represent.

While career advancement is a clear benefit of qualifications, the advantages extend further. Practitioners report increased confidence as the most significant benefit of a CIPR qualification. As one graduate noted, "Understanding theory has enabled me to build a framework of wider understanding that has been transformative in the work I now do".

Professional qualifications provide deeper learning than basic training. Rather than focusing on tactical knowledge and skills, qualifications encourage what experts call “deep-level learning" - understanding concepts and frameworks established through research and evidence. This approach helps practitioners develop critical thinking skills and the ability to adapt strategies to changing environments.

The practical application of theory is particularly valuable. As a CIPR Diploma graduate explained, "By applying theory to practice, I am taking a more strategic approach to my work". Many qualification programmes encourage using real work-related projects for assignments, providing immediate value to employers.

I teach around 40 public relations apprentices at any one time with Cambridge Marketing College. These apprentices study for a year while working for an organisation. They are then assessed by undertaking a substantial project and a professional discussion with their assessor on a significant portfolio of work. They gain a Level 4 qualification in PR. The PRCA also has a qualification probably best suited to people working for PR agencies.

Professions are distinguished from trades by characteristics such as specialised knowledge, ethical frameworks, and recognised credentials. In the UK, more practitioners are enrolled in professional qualifications than students on PR degree courses, indicating that the field is clearly moving toward professional status.

For communications practitioners in the UK, professional qualifications represent an investment in both personal growth and the profession's future. Whether you're just starting your PR career or looking to advance to strategic leadership roles, recognised qualifications provide the framework to build confidence, enhance credibility, and deliver more strategic value. The introduction of chartership through continued professional development and assessment should be a final stage after gaining a professional qualification.

The CIPR has an alternative view. It does not mention qualifications in its strategy for 2025 - 2029. It is not regarded as a strategic priority, unlike chartership. CIPR plans to replace the qualifications programme with short, modular courses. They believe that this tactical training programme is what their 250 ‘corporate affiliates’ want and would bring in more income. But what about the 10,000 individual members of CIPR? And anyway, is the purpose of a professional body to make money or to represent and do things in the best interest of all its members? In my opinion, the CIPR is taking a retrograde step. Yes, update and revise the present qualifications. But not replace them with a wacky idea.

Public relations needs a structured professional development progression that mirrors established professions like accountancy and law. As the PR industry continues to evolve, qualified practitioners will be better positioned to navigate complex challenges, maintain ethical standards, and elevate public relations as a strategic management function worthy of a seat at the decision-making table.

[Author’s image of own PR qualification certificates]