CIPR

Journalists, the public, and even politicians, often regard public affairs with suspicion.

The actions of a few often taint the majority, especially when reports of cash for questions and cabs for hire dominate the news.

Yet those of us involved in public affairs know that the most effective operators are those who are trustworthy to the core. And what of democracy? Well, as Edward M Forster, said: "Two cheers for democracy: one because it admits variety and two because it permits criticism".

Many - and varied - organisations are involved in public affairs, from the private sector and professional bodies, to non-government organisations, charities and campaigners.

You would hardly consider these organisations "big business", but these organisations need their voices heard to stimulate discussion and debate, more importantly, to enrich democracy.

Set against a backdrop of parliamentary reform and the flurry of debate around the regulation of lobbyists, the CIPR Diploma in Public Affairs couldn't be better timed.

The Diploma is taught at Masters level, and is not a typical 'Westminster or Whitehall explained' experience. At its heart is the concept of professionlism and a desire to nurture and develop the best public affairs talent.

This means ensuring practitioners have an in-depth understanding of their discipline, including the necessary theoretical and academic principles that underpin public affairs. It's also important for practitioners to appreciate the responsibilities that come with working in the sector.

The Diploma will explore how the public policy environment operates, the actors involved and how to engage in the process. It will also touch on the psychology of communication, persuasion, rhetoric, engaging the electorate, and the role of the media and political marketing.

Practitioners will learn how public affairs links with corporate communications, including the role of stakeholder analysis, issues and crisis management, relationships and collaboration. Naturally, the Diploma will also explore the various ethical theories and codes of conduct that help shape practical aspects of public affairs delivery.

With the political landscape continually evolving, communicators need to understand how the decisions of Westminster and Whitehall, and new regulatory or legislative challenges, affect their businesses.

Now is the time to do it.

* Find out more about the CIPR Public Affairs Diploma at the PR Academy website.

Sarah Roberts is a former PA practitioner turned academic whose roles include tutoring for the PR Academy