The Institute of Public Relations has launched a course for PR
professionals called Developing Excellence.
It is a ’continuous professional development’ scheme, aimed at those
already working in the PR industry, unlike other courses such as the IPR
Diploma, which gives students a grounding in PR fundamentals.
It enables practitioners to record their own personal development and
training - recognising what many IPR members do every day as part of
Activities are split into three areas: professional practice; education
and training; and specialist and personal development. IPR members
complete a three-year development plan, before becoming accredited
If members complete three three-year plans, they become IPR Fellows.
Employers, such as BT, welcomed the move. Philip Dew-hurst, UK chief
executive of Shandwick, said: ’We are proud to work with the IPR in
supporting the best practice standards of training and development for