Leading members into the future
Chartership | Innovation | Inclusion
our vision
We equip PR professionals around the world to make a positive difference in business and society.
our values
Advancing our community
We build a cooperative community by listening to all voices. At the CIPR our work is bigger than any one individual. We can be both bold and confident as we know we are looking out for each other in all our diversity.
Using our voice
We capture and amplify the diverse insights of our members, championing their concerns and speaking our truth.
Being human
We know and understand that we are all different. We each bring unique skills, knowledge and potential to our industry and the CIPR. We seek to support one another on our journey so everyone can play their part.
Tuning in
We seek to make sense of situations, noticing the nuance and difference in society. We pay attention to what matters most to others, responding with care and understanding.
Purposefully curious
We are excited by our potential and the possibilities of communications. We are always eager to learn, to try new approaches and adapt. We are evolving and look outwards for inspiration and opportunities.
Our purpose
Our Royal Charter defines our purpose. To clearly express this purpose and ensure it guides everything we do, we have set out our strategic priorities in four key areas:
- Chartership & lifelong learning
- Leading practice development
- Advocacy: ensuring PR is valued and understood
- Diverse and collaborative community
STRATEGIC PRIORITIES 2025 - 2029
1. Chartership & Lifelong Learning
Making chartership the norm
Continue to advance our journey towards becoming a predominantly chartered profession and increase the presence and influence of PR professionals on boards.
How we will do this in 2025:
- Increase engagement with CPD and Chartership amongst new and existing members.
- Develop membership packages to make Chartership more accessible.
- Drive recognition of Chartered PR Practitioners by securing coverage in key industry media.
- Educate recruitment agencies on the importance of Chartered status so that they actively seek Chartered professionals for hiring roles.
- Collaborate with other associations to position Chartered PR Practitioners alongside other chartered professionals.
2. Leading Practice Development
Supporting members to adapt and evolve
Ensure members can maintain a competitive advantage by increasing knowledge and understanding of artificial intelligence within public relations and supporting practitioners to adopt AI effectively and ethically.
How we will do this in 2025:
- Maintain our position as the leading global AI training provider for PR professionals.
- Integrate AI application and considerations into all CIPR training and CPD content.
- Equip CIPR members to lead and sustain diverse teams and serve diverse audiences.
- Prepare CIPR members for senior roles in public relations, senior management and NED roles.
3. Advocacy
Ensuring PR is valued and understood
We will act as the voice of the PR industry, speaking to government, other professions, and partners to promote the value of professional PR. We will serve as a trusted advocate for responsible communications, ensuring CIPR members are seen as on a par with other professionals.
How we will do this in 2025:
- Continue our Lobbying for Good Lobbying campaign to change UK law.
- Collaborate with partner organisations, the Professional & Business Services Council, and the UK Anti-Corruption Coalition.
- Support the Global Alliance in the campaign for Responsible Communication as the 18th Sustainable Development Goal.
4. Diverse and collaborative community
Creating a community where everyone can belong
We are serious about creating an equitable PR profession where there are no barriers to entry and practitioners from all backgrounds can thrive and succeed. We will continuously raise awareness, educate and foster a culture of inclusion and belonging within our community. We value a staff culture in which people can develop and actively contribute as members of the CIPR community.
How we will do this in 2025:
- Work towards the renewal of our National Equality Standard accreditation in 2026.
- Standardising volunteer induction and preparing for the Investing in Volunteers Standard in 2026.
- Use our new governance structure to ensure EDI principles are reflected in our organisation's leadership and decision-making.
- Review the accessibility of all CIPR products and services including Training, Qualifications and Chartership and make improvements where we find the opportunity.
- Work with partner organisations who share our EDI values to drive meaningful change in our industry.
with thanks
We would like to thank the members and volunteers who inputted to the early stages of our strategy creation.
Farzana Baduel Chart.PR, FCIPR, Hon FCIPR
Mike Browne Chart.PR, FCIPR
Jane Cumming Found.Chart.PR
Riaz Kanani
Sandra Lowman-Simpson MCIPR
Deb Sharratt Chart.PR, FCIPR
Daniel Tyte Chart.PR, MCIPR
Liz Willingham Chart.PR. MCIPR
Rob Yeldham Chart.PR, FCIPR