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1、The Value of ChartershipReportApril 2022A study into the growing importance of chartership and CPD in the public relations and marketing industries.2The Value of Chartership1.IntroductionThe professions particularly those in professional and business services have been facing several threats in rece
2、nt years.At a time when automation continues to encroach on skilled roles,the rise of populism,fuelled by social media,has seen a denigration of experts and low levels of trust.In early 2020 the Professional Association Research Network(PARN)published their Perceptions of Professionalism report expl
3、oring what the public thinks of professionals and how professionals in different industries view each other.It found low levels of public trust across all professions including doctors(24%),accountants(22%),lawyers(16%),and engineers(15%).Public relations practitioners had a trustworthiness score of
4、 11%.Most industries saw these figures rise when fellow professionals were asked to rate the trustworthiness of those in other professions including doctors(35%),accountants(27%),lawyers(19%),and engineers(20%).The figure for PR professionals dropped to 8%.A separate study of trust in the profession
5、s from 2016 found only 3%of the public consider marketers to be trustworthy.The impact of a lack of trust goes beyond business performance.PARN defines the aim of a professional body as“to maintain and develop professionalism,thereby securing high quality professional services for society”.Society c
6、an only benefit from those who have dedicated themselves to developing their expertise if they are trusted.The public are clear about how this can be addressed.3The Value of Chartership1.IntroductionThe PARN report finds two-thirds(65%)would trust a professional more if they knew they were a member
7、of a professional body.Nearly half(48%)of the public have checked whether someone offering services to them belonged to a professional body.And the majority(71%)would trust a professional more if they knew they were a chartered professional practitioner.So for those working in marketing and public r
8、elations,chartership must be more than a business development opportunity-it raises standards for the benefit of whole industries.The Chartered Institute of Marketing(CIM)and the Chartered Institute of Public Relations(CIPR)exist to develop professional standards amongst their members and to advocat
9、e the social value and importance of their work.Both bodies represent relatively new,formally recognised disciplines.The CIM received its Royal Charter in 1989 and the CIPR was granted chartered status in 2005.However only 10%of CIMs membership and 5%of CIPRs membership are chartered.Many more who w
10、ork within the respective professions fall outside of membership completely.This report from the CIM and CIPR explores the experiences of their chartered members by looking at the impact of becoming chartered and committing to continuing professional development(CPD)has had on their careers and on t
11、heir confidence.At a time of economic and social uncertainty,chartership may play a crucial role in how those working in marketing and PR are viewed and trusted,now and in the future.65%of the public trust professionals who are part of a professional body48%of the public check who is part of a profe
12、ssional body71%of the public would trust a chartered practitioner more4The Value of Chartership311 practitioners took the survey with 273 completions and 38 partial completions between October 20 and November 30,2021.All responses are captured in the tables and graphs in this report.Both bodies shar
13、ed the survey with only their chartered members via email.It was not shared publicly.:2.MethodologyResponses were broken down by membership as follows:CIPR 64.1%CIM 30.4%Both 5.5%45The Value of Chartership3.Executive SummaryMarketing and public relations are two industries with no barriers to entry
14、or requirements to become chartered or professionally qualified to operate.Indeed,most of those in the industry are not members of their respective professional bodies,and most members of the CIM and CIPR are not individually chartered.It is therefore unsurprising that the respect individual charter
15、ed status holds is lower than in sectors such as engineering or accountancy.However,respondents consider that this is improving-when asked how those levels of respect compare to 10 years ago,40%believe it has improved.Chartered practitioners are unambiguous about the value they attach to their chart
16、ered status.Three-quarters,if asked,would say it is an important step for those in the industry to take.They cite the respect,sense of personal achievement,and recognition their professional status has given them.There is some evidence that,for some,chartership has also delivered more tangible benef
17、its,with a small number saying it has helped them claim higher salaries or retain and win new clients.In industries that are constantly evolving with technological advancements and emerging social pressures,there is an almost unanimous agreement that demonstrating a commitment to continuing professi
18、onal development(CPD)is a crucial part of the job.6The Value of ChartershipThis survey gives us valuable insight into the motivations and the mindset of people who choose to become chartered in marketing and public relations.The findings provide a clear picture to employers and recruiters about the
19、value that can be unlocked by having these people on your team.For EmployersWith the great resignation well underway,employers are looking for cost-effective ways of retaining their best staff.There is always a concern that supporting development of key staff may just accelerate their departure,but
20、this research shows that chartered practitioners are not primarily focused on getting a new job or increasing their earnings.They undertake the chartered assessment because they want to do the best possible job they can.They are mindful,committed professionals who take their own development very ser
21、iously and will also support those around them to grow and develop their skills.Marketers and PR professionals are assessed on leadership,strategy and ethics,so they make a key contribution to their comms/marketing team and to the wider organisation.As an employer you have much to gain by encouragin
22、g your staff to become chartered.4.CEO viewsChris Daly CEO CIMAlastair McCapra CEO CIPR7The Value of ChartershipFor Recruiters While finding a new job is not the motivation to become chartered,there are certainly chartered practitioners looking for new roles at the moment.What do chartered practitio
23、ners do that others dont?If you want to future-proof your organisation youre looking for people who are adaptable and capable of taking on new challenges.Chartered Practitioners are critical thinkers,flexible in their approach but firm in their ethical stance.They can lead specialist or multi-functi
24、onal teams,work strategically as well as tactically,and having them on board reduces your risk profile as they know the importance of working with accountability and integrity.For Candidates If you are thinking about becoming chartered,this survey tells you about the outlook of those who have gone b
25、efore you.They place great emphasis on thinking deeply about what they do,making choices between different strategies and always bearing in mind the ethical dimension of their work.They are a highly valuable network who will share advice and insights with you as your career develops.They are proud o
26、f what they have achieved and keen to share it with others they will support you as you prepare for assessment and welcome you when you earn the distinction of chartered status.4.CEO views8The Value of Chartership5.Key FindingsDemographicsLevel of seniorityOrganisation type Outside the UK 17.68%The
27、UK 82.32%Intern/Trainee/Assistant/Exec 1.61%Officer/Account Exec/Consultant 5.14%Manager 17.04%Head of/Associate Director 25.08%Director/Partner/Founder/Managing Director 51.13%I work in-house in the private sector 22.83%I work in-house in the public sector 23.47%I work in-house for a not-for-profit
28、 organisation/NGO 11.58%In work in a consultancy/agency 18.65%I am an independent practitioner 23.47%9The Value of Chartership5.Key FindingsView on chartershipHow respected do you believe the role of Chartered Marketer/Public Relations Practitioner is compared to other Chartered professional roles s
29、uch as accountancy or engineering?More respected than other professions 2.54%Equally respected 15.58%Less respected than other professionals 72.46%Dont know 9.42%Do you believe the status of Chartered Marketer/Public Relations Practitioner has changed over the last 10 years compared to other Charter
30、ed professional roles such as accountancy or engineering?There is less respect 7.25%There has been no change 53.26%There is more respect 39.49%If someone asked you if there was a value in getting chartered,would you tell them its:Very important 43.12%Fairly important 32.97%Not really important 7.97%
31、Not important at all 0.72%Dont know 1.09%Other(please specify)14.13%10The Value of Chartership5.Key FindingsImpact of chartershipRespondents were asked to rate the importance of the following factors when becoming chartered.Has chartership status helped your career progression?Yes 28.52%No 43.31%Don
32、t know 28.17%Rank1 Sense of personal achievement2 Recognition within the profession3 Recognition by other professionals/professions4 Respect amongst peers5 Importance of evidencing ethical practice6 Career progression7 Importance of demonstrating a commitment to CPD11The Value of Chartership5.Key Fi
33、ndingsThose in client-facing and in-house roles were asked about the impact chartered status had on their role.Does being able to use chartered designatory letters after your name help you stand out from other practitioners?Does being able to use chartered designatory letters after your name help yo
34、u demonstrate your experience and success?Does being able to use chartered designatory letters after your name help secure media opportunities/speaking events?In house Yes 75%No 7.5%Dont know 17.5%In a client facing role Yes 64.38%No 14.37%Dont know 21.25%In house Yes 81.67%No 6.67%Dont know 11.67%I
35、n a client facing role Yes 76.25%No 9.38%Dont know 14.37%In house Yes 18.33%No 50%Dont know 31.67%In a client facing role Yes 13.75%No 44.38%Dont know 41.88%12The Value of Chartership5.Key FindingsHave you been able to command a higher salary or increase your rates as a result of being chartered?Yes
36、 15%No 68.21%Dont know 16.79%Has being chartered helped you recruit and/or retain overseas clients?Yes 7.5%No 35%Dont know 20.83%Not applicable 36.67%Those in client-facing roles were asked whether they have been able to command a higher salary or increase their rates as a result of being Chartered.
37、Those in client-facing roles were asked about the impact their chartered status has had when working internationally.Does being able to use chartered designatory letters after your name help you win new business?Yes 31.67%No 24.17%Dont know 44.17%Does being able to use chartered designatory letters
38、after your name help you retain clients?Yes 23.33%No 36.67%Dont know 40%Those in client-facing were asked about the impact chartered status had on their roles.13The Value of Chartership5.Key FindingsCPDHow important is it to you to show a commitment to CPD?Very important 62.68%Fairly important 18.48
39、%Not really important 3.26%Not at all 0.36%Dont know 0%Please elaborate and/or suggest other options 15.22%How important is committing to CPD for your own development?Very important 66.3%Fairly important 18.12%Not really important 4.35%Not at all 0.36%Not at all 0%Please elaborate and/or suggest oth
40、er options 10.87%How important is it to your role that you review and upskill yourself on a regular basis?Very important 72.1%Fairly important 19.2%Not really important 3.26%Not at all 0%Dont know 0%Other(please specify)5.43%Authored by:Alastair McCapra&Jon Gerlis(CIPR),Chris Daly&James Delves(CIM).CIM and CIPR 2022.All rights reserved.Permission to reproduce or extract material from this publication must be sought from CIM and CIPR.CIM+44(0)1628 427250 cim_marketingcim.co.uk CIPR+44(0)20 7631 6900CIPR_Globalcipr.co.uk