EDITORIAL: IPR support must retain meaning

Training continues to be the subject of fierce debate within the PR industry. The advent of university courses a decade ago was a landmark towards respectability. While such courses continue to have their critics, everyone is agreed that raising standards is imperative for the industry at large. In order for all that talk about PR being taken seriously at the highest level in board rooms around the world to become reality, standards have to be set - and that means from the ground up.

Training continues to be the subject of fierce debate within the PR

industry. The advent of university courses a decade ago was a landmark

towards respectability. While such courses continue to have their

critics, everyone is agreed that raising standards is imperative for the

industry at large. In order for all that talk about PR being taken

seriously at the highest level in board rooms around the world to become

reality, standards have to be set - and that means from the ground

up.



Today’s students are tomorrow’s account directors. Therefore the IPR’s

decision to withdraw accreditation to the BA Communications course at

Napier University is an important stand by the industry body not only

for the students, but for the IPR itself and its standing within the

industry.



If PR courses are to achieve a positive effect on the top end of the

industry in years to come then it is important that universities who

don’t come up to scratch are weeded out now. The IPR’s decision is not

something that will have been taken lightly. But it is exactly the sort

of decision the IPR had to make to maintain credibility not only for the

industry but for other education establishments offering PR-related

courses.



The institute has given a clear signal to educational establishments

that it and the industry are committed to ensuring that certain

standards and ethics are taught early in a PRO’s career.



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