Public relations will take centre stage in a deregulated trade
environment influenced by consumer preference, claimed Sir Colin
Marshall at the IPR’s 50th anniversary celebrations on 10 February.
’PR is an essential part of the management mix now and will become even
more so as we move further towards a liberalised global market,’ Sir
Colin, chairman of British Airways and president of the Confederation of
British Industry, told guests at the IPR dinner.
According to Sir Colin, good managers will ’instinctively understand and
grasp the essential truth’ that ’the enhancement and protection of a
company’s public face is a fundamental corporate responsibility.’
Later IPR president Peter Walker announced the introduction of an
industry diploma as part of the IPR’s bid for chartered status. To
achieve this a professional body must show that more than 50 per cent of
members have an industry-specific, academic qualification. The IPR
diploma is designed to offer a vocational route into membership for
those practitioners joining the industry with a degree in a non-related
PThe key challenge for PR is to become more measurable, according to a
survey of marketing executives carried out on behalf of the IPR
marketing communications group.
70 per cent of 100 marketing executives questioned believed PR would
become more important in the future and 85 per cent said that PR budgets
would increase at the same rate or faster than other marketing services
Analysis, p7; Leader, p9.