’Sky is the limit for PR’ predicts BA’s Marshall

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.

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

subject.



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

budgets.



Analysis, p7; Leader, p9.



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