I believe we need a CIPR that supports people throughout their journey: from entering the profession, to developing specialist expertise, to leading the future of public relations.

At the heart of my statement is a simple belief:

A STRONGER MEMBER JOURNEY CREATES A STRONGER VOLUNTEER JOURNEY - AND TOGETHER THEY CREATE A STRONGER CIPR.

Over the last 15 years, I have experienced both journeys first-hand: from student member to Fellow, Accredited to Chartered Practitioner, and regional volunteer to Board Director. These experiences have shown me both the strength of our Institute and where we need to improve.

Members provide the commercial viability that sustains the Institute, while volunteers create much of the value that makes membership meaningful. Across our regions, nations and specialist groups, volunteers are the face of the CIPR for members and the wider profession. We must do more to recognise, support and empower them.

THE CIPR SHOULD FEEL CONNECTED, ACCESSIBLE AND RELEVANT TO EVERY MEMBER - WHEREVER THEY ARE IN THE WORLD AND WHATEVER STAGE THEY ARE AT IN THEIR CAREER.

At times, CIPR can feel overly centralised, despite much of the member experience being delivered through regional and sectoral volunteer groups. We need a CIPR that is more representative of the breadth of modern PR practice - from in-house, agency and independents across sector-specialisms - to being more rooted in the networks where members engage every day.

That means improving communication and collaboration between HQ, volunteers and key stakeholders, creating more accessible ways for members to engage throughout their careers, and ensuring members have a stronger voice in shaping the future of the Institute.

PROFESSIONAL DEVELOPMENT AND LIFELONG LEARNING MUST SIT AT THE CENTRE OF THE MEMBER EXPERIENCE.

The CIPR should be the professional home for every practitioner - whether they are building foundational skills, developing specialist expertise, reskilling for a changing profession or progressing towards Chartered status.

PROFESSIONAL DEVELOPMENT SHOULD NEVER FEEL LIKE A BARRIER TO BELONGING. IT SHOULD BE ONE OF THE CLEAREST EXPRESSIONS OF THE VALUE OF MEMBERSHIP.

We need more accessible CPD, stronger regional training opportunities, promote the value of theory-informed practice through apprenticeships and qualifications, and provide greater support for the teaching centres, trainers and volunteers delivering these learning opportunities across the Institute.

A modern professional body should be easy to engage with, connected and responsive to members’ needs.

While progress has been made on governance, systems are fragmented and not fit-for-purpose. We must modernise the member experience, improve digital platforms and create more joined-up ways of working across the Institute.

MY VISION IS FOR A CIPT THAT MEETS MEMBERS’ NEEDS NOW AND IN THE FUTURE: AN INSTITUTE THAT SUPPORTS PEOPLE NOT JUST TO JOIN, BUT TO GROW WITHIN IT, CONTRIBUTE TO IT - AND STAY,