CIPR’s State of the Profession survey must be seen as a historical record of things pre-pandemic

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 15, 2020, 2:17 PM UTC

The Chartered Institute of Public Relations’ study was completed before COVID-19 disruptions hit.

PR has undergone an accelerated change in the last few months, and the latest study is now essentially just a record of how things were pre-pandemic. The author, however, attempts to put its findings in the context of the crisis.

While the underrepresentation of PR at board level was the top concern among PR professionals, the pandemic has since changed attitudes. Companies now realise the value of external and internal communicators as board-level advisors within the organisations.

PR “not being seen as a professional discipline” was also flagged as one of the top concerns among PR practitioners by the study. But, at the same time, copywriting and editing remain the most commonly undertaken activities among PR practitioners for the fourth year running.

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