A new study from the Chartered Institute of Marketing (CIM) and the Chartered Institute of Public Relations (CIPR) reveals that respect amongst chartered professionals in the marketing and public relations industries has improved in the last decade, but remains low compared to other professions.
‘The Value of Chartership’ report, which explores the views of 300 surveyed chartered members, finds two-fifths (39%) believe respect for chartership in PR and marketing has increased. However, the majority (72%) of respondents feel it is less respected in comparison to other chartered professions such as accountancy or engineering.
Despite this, the report finds becoming chartered can provide a competitive edge for marketing and PR professionals:
Over four in ten (43%) argue it is very important for careers
Three in ten (31%) state being chartered provides them with an edge to win new business
15 per cent have been able to demand a higher salary or increase their rates because of their chartership status
The study also explores the importance of Continuing Professional Development (CPD), with 72 per cent of respondents arguing that regularly upskilling is crucial in order to progress their career.
Chris Daly, Chief Executive, CIM says: “The past few years have underlined the critical role marketing and PR professionals have had in supporting and guiding businesses through a turbulent time. Rising consumer expectations for organisations to act ethically and communicate effectively, coupled with ‘the great resignation’ has put a greater emphasis than ever on the development of skilled PR and marketing practitioners.”
“There has always been a concern that investing in the development of staff may just accelerate their departure, but this joint research shows that chartered practitioners can provide a real financial boost for businesses – something that is crucial as we look to recover from the pandemic.”
Alastair McCapra, CEO, CIPR says: “Compared to other sectors, our industries have the advantage of low barriers of entry into the profession but a disadvantage in the number of qualified and professionally accredited professionals. We know what we do delivers value and so do our clients, but research shows a continued lack of collective confidence.”
“This research highlights how chartered status overcomes this by providing pride, status, and confidence to individual practitioners. When compared to other professionals, or as seen by other professionals, our status is low but improving. Chartered status is an essential tool in increasing this further and faster.”