Last week was the International History of PR academic conference, hosted by Bournemouth University. It boasted an amazing array of topics, covered by some of the leading names in the field whose books and journal articles I have used during the last six years in which I have been teaching, but didn’t dream I would meet.
One of those was Karen Russell, associate professor at the University of Georgia, and editor of the Journal of Public Relations Research. She gave a keynote address, encouraging us to ‘embrace the embarrassing‘. She was referring to those names in the history of PR (Bernays, Ivy Lve, Barnum, etc), because only by doing so might we actually start to look around these figures, and beyond them. As Jacquie L’Etang pointed out in her keynote address, we are allowing these figures to dictate what the history of PR is, as if there was no public relations activity going on throughout the rest of history between the times of Ancient Greece (at the birth of Rhetoric), and the American Revolution. We jabe allowed them to ‘spin’ their own role as creators of PR.
In modern day public relations, one of the most embarrassing corners of our profession for many due to negative headlines is that of Public Affairs. The spur of professionalisation was one of the drivers that moved fellow PR lecturer Sarah Roberts-Bowman and myself to develop to the new CIPR Diploma in Public Affairs, which we will be delivering for the PR Academy from September. It is not a ‘Westminster Explained’ type course, but is instead designed to put Public Affairs in a wider theoretical framework, and provide space for practitioners to reflect about their work in a Masters level environment.
Part one of the Diploma looks at the trends and challenges facing the political and public policy landscape. As well as political communications and the nature of campaigning and decision-making, the course brings in perspectives on the nature of power, democracy, pluralism and the ‘public sphere’.
Part two of the Diploma looks at the art and science of lobbying and campaigning, through the psychology of campaigning, how to influence decision-making, messaging and the media, the role of political marketing, the concept of relationship management, moving from channels to conversations, dialogue and discourse – and finally, ethics and codes of conduct – probably the biggest issue of the moment as the new Coalition Government (and the industry, in the shape of the UK Public Affairs Council, bringing together APPC, CIPR and PRCA) looks at the role of lobbying in the ‘new politics’ and considers what form of regulation is most appropriate for the profession.
Part three of the Diploma puts public affairs into the context of managing organizational reputation, including its link with issues and crisis management, CSR – and stakeholder theory.
The project is assessed through a 6000 word research project, for which candidates are prepared for research philosophies, methods and techniques in a fourth part of the Diploma.
There will be some skeptics about the whole idea of having such a qualification. We have consulted widely around the industry, and had a warm welcome to it when we have taken people through it. As with the CIPR Internal Communications Diploma which was launched last year and proved extremely popular, it is seen as a way of helping to professionalize public affairs, and a perfect step for personal development. And for those industry figures who don’t think you can teach such things, we want you to be part of the delivery of this diploma. Any theory is only effective if it is delivered in the context of professional practice, and we want top embrace as many people as possible to share their expertise as guest speakers or mentors, and create a real community of professional development.
Back to the International History conference, it was great to meet the author of one of my favourite journal articles, which I use to give undergraduate students a taste for diving into a wide range of journals and articles to inform their final year research.
McGrath, C. (2006) “The ideal lobbyist: Personal characteristics of effective lobbyists”, Journal of Communication Management, 10 (1) pp.67-79
At the conference, Conor McGrath was presenting a paper arguing for a re-writing of history, presenting the first UK parliamentary lobbyist as Charles Weller Kent, working for the NFU between 1913 and 1916. Prior to McGrath’s paper, accepted wisdom has been that Lt. Commander Christopher Powell was the pioneer of lobbyists in the UK. He set up the parliamentary consultancy Watney and Powell in 1928.
If McGrath’s research proves correct, it would mean that we would nearing the centenary of the profession in 2013 – and an ideal time just ahead of that for the CIPR to launch a Diploma in Public Affairs, so that when it comes, we no longer have to ’embrace the embarrassing’ in order to celebrate it!
[*Credit for the fantastic Bessie Braddock photo to the Pool of Life blog on the Liverpool Daily Post site]