Clare Parker Found. Chart.PR MCIPR, Assistant Head of Training & Development at the Joint Information Activities Group, Joint Force Command (Ministry of Defence)

Clare Parker's paper explored the role and skills of modern defence communicators.

Who are you and what's your day job?

I'm Assistant Head of Training & Development at the Joint Information Activities Group, Joint Force Command (Ministry of Defence).

As well as developing and delivering media and communications training for the Armed Forces, I assist with planning Strategic Communications engagement, and support deployed personnel on operations and exercises with communications analysis and evaluation.

What's the greatest opportunity for the public relations profession?

Digital communication has brought enormous scope for creativity but the good practitioner shouldn't forget that there's a human being out there on the receiving end of our work and advice. I also see digital being more localised, having watched some innovative messaging from agencies and businesses during the winter storms in my region.

I'm a firm believer in always learning, and working in the modern communications environment proves that a practitioner can never be complacent with their skills. The public relations profession has a great opportunity to put continuous professional development at the heart of its ethos.

Why did you apply for Chartered PR Practitioner status?

I saw it as a consolidation of my career so far. Having worked in both the private and public sector I thought it was time to look in depth at what I have achieved, gain some external recognition for the work I have done, and use it as a process to look ahead at what comes next.

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