EDITORIAL: Proposed guild needs clear vision

Certain quarters of the PR industry appear to be suffering from ’blind men and the elephant’ syndrome this week. Supporters of the proposed Guild of Public Relations Practitioners all seem to harbour different ambitions for the proposed livery company.

Certain quarters of the PR industry appear to be suffering from

’blind men and the elephant’ syndrome this week. Supporters of the

proposed Guild of Public Relations Practitioners all seem to harbour

different ambitions for the proposed livery company.



One sees it as a forum where a select group of senior practitioners

formulate a strategic blueprint for the industry. Another says its

primary objective is as a charitable and educational body with access to

the coffers of the City. While another sees the body as potential

ambassador for the City, the combination of heritage and PR skills

enabling the guild to better promote London as a financial institution

abroad.



It could, of course, be all these things or, if confusion reigns, none

of them. What is certain is that the industry does not need yet another

networking organisation. If the formation of a livery company enables

the PR industry to better tap into City’s largesse to provide bursaries

and apprenticeships for a younger generation, then it is a worthwhile

venture. But to ensure this, the proposers first need to undertake a PR

campaign on behalf of the livery movement to establish a more complete

picture of this particular pachyderm.



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