CIPR

In this case study, the CIPR's Amanda Foran puts questions to Ben Verinder, a Communications Director at the Association of Colleges.

What is your current role? Could you provide a brief overview?

Communications Director, Association of Colleges. The responsibilities of the role include:

• directing the media and membership management functions
• board and director level communications consultancy
• training development and delivery
• CRM and website projects
• social media
• marketing communications
• risk analysis
• communications research
• national public relations campaigning
• advocacy
• network development etc.

Why did you undertake the CIPR Diploma?

To improve my skill sets and match practical communications with theoretical background.

How did you manage your time to complete the Diploma?

With difficulty but it was possible. At the time I was living in London so the late Tuesday nights weren't too much of a problem. My employer was generous enough to give me some time off for study leave.

How did completing the Diploma benefit you professionally?

The CIPR Diploma was of real benefit to my career, in ways that I didn't anticipate.

As well as helping me understand about business practice, how theory fits strategic communications, and to understand better the importance of research and planning. It was a rich source of contacts. Sitting the course was a very useful introduction to a group of excellent lecturers (some of whom have helped me further as valued consultants) and advisors. Then there were my fellow students – many of whom have gone on to become leading practitioners in their field.

The Diploma project proved a very useful tool in analysing the communications capacity of our member organisations and understanding where they need help in developing professional communications practice.

Would you recommend the Diploma to colleagues?

I would! The course is interesting and thought-provoking, marrying strong practical examples to public relations theory. It is a great opportunity to meet other professionals at the same stages in their careers from very diverse sectors and backgrounds.

I would thoroughly recommend it as an enjoyable element of career development. Plus there was always a really good supply of tea and biscuits…