“We’ve a once in a generation opportunity to ensure public relations operates at the highest organisational levels, across all areas of business.” Stephen Waddington, reflects and sets the tone for the next half year

Six months into my role as CIPR president, we’re shifting the organisation towards a more modern structure with light-touch services for members delivered centrally. We’ve put in place reforms that will slim down to council to 30 and create a board of directors. It will make the CIPR more business-like and focused.

We’re shifting to a member-led networked model in order to deliver the same quantity and quality of services to the two-thirds of the membership based outside of London. There’s huge enthusiasm to drive the institute forward and a fantastic level of commitment from both volunteer members and staff.

I firmly believe we are at a crossroads as a profession. We’ve a once in a generation opportunity to ensure public relations operates at the highest organisational levels, across all areas of business. UK public relations is amongst the best in the world. We need to use that as a platform to develop the reputation of the profession. 

Having a professional body that not only recognises this, but is able to respond more effectively to members’ needs, is more active, more relevant and exercises more effective leadership has never been more important. 

Standing up for the profession has been a core element of the CIPR’s strategy this year. With nominations for the CIPR elections now open, we’re seeking like-minded members up for the challenge of representing the industry.  When asked about FBI director, Edgar Hoover, Lyndon Johnson famously said, “It’s probably better to have him inside the tent pissing out, than outside the tent pissing in” – the same could be said for CIPR members striving for change.

I stood for president because I wanted to bring an energy to the CIPR, ensuring that it represented both its members and the broader industry. It’s been tough work but I’m immensely been proud of what we’ve achieved so far in 2014. I’d urge CIPR members to consider standing at the elections and build on the momentum we’ve generated in 2014.

The last quarter has been a period of intense activity leading to the CIPR AGM in Manchester. Members voted overwhelmingly in favour of the changes that have been submitted to the Privy Council for review.

The changes also embed the professionalism agenda at the heart of CIPR governance, requiring all council and board members to maintain CIPR Continuing Professional Development (CPD) records.

My personal highlights, AGM aside, have included travelling around the country and I continue to be delighted by the energy and motivation of volunteers from nations, regions and sectors. I owe them all my thanks.

Celebrating excellence is a theme of my presidency – and being present at this year’s Excellence Awards was a stark reminder of the diverse talent that exists in public relations across the UK. The showpiece event gathered over 800 public relations professionals and united more than 150 consultancies, freelancers and in-house teams.

Edinburgh-based Stripe Communications claimed the coveted ‘Outstanding Public Relations Consultancy’ prize and became the first Scottish winners of the award in the institute’s history. The standard of winners and strength of the competition offered categorical proof that there’s never been such an exciting time to work in public relations, wherever you are in the UK. Our reputation as a profession is built by the kinds of campaigns, teams and professionals who received these accolades. We’ve achieved a lot but there remains much for us to do over the coming six months. It’s very much a work in progress.

Stephen Waddington is president of the CIPR.