PR in 2017: Doing the right thing, because its the right thing [Video]

Gazing into the future at the CIPR Channel Islands Forum: PR 2022 last month I was reassured that, whilst many elements of the PR role are susceptible to radical change over the coming decades – with reliance on AI and ever changing media industry – some key qualities a PR professional will need won’t change:

Be a storyteller, be brave, have integrity.

I looked back across the takeaways I chose to share on social media, and the most popular was a sentiment from Tara Cunningham who addressed the conference on the topic of ‘PR as a management function’.

Ethics is a topic which quickly pricks up the ears of many; in fact October (yes… it is October already!) sees the CIPR host its annual #ethicsfest and in the wake of the Bell Pottinger crisis unfortunately, yes, it is still necessary to remind many that the vast majority of PR practitioners do plan their activity with ethics at the heart.

Tara’s …