ANALYSIS: IPR Anniversary - Fifty years of raising PR professionalism. Since its formation, the IPR has changed from being a ’who’s who’ of PR to a body which negotiates on crucial industry issues On its 50th birthday, the IPR prep

Fifty years ago the PR industry was in its infancy. However, a number of local government and government information service officers saw the need to create a formal industry body.

Fifty years ago the PR industry was in its infancy. However, a

number of local government and government information service officers

saw the need to create a formal industry body.



The resulting inaugural meeting of the IPR was held on 10 February, 1948

at St Bride’s Institute, Fleet Street. Some 76 PR people attended to

hear founder president Sir Stephen Tallents, then head of PR at the BBC,

say the body would provide ’a useful ’who’s who’ of those who are

working, and those who are equipping themselves to work, in this

calling.’



Half a century on and the size and influence of the IPR has grown in

line with the industry. It now boasts 5,550 members and has expanded its

reach to all industry sectors and disciplines.



Speciality and interest groups such as the City and Financial Group and

Government Affairs Group reflect the IPR’s diverse following.



According to John Lavelle, the state of the IPR’s finances have improved

vastly since he arrived as its first executive director 14 years

ago.



’The two most obvious signs of the IPR’s success are the increased

membership and the fact that we’ve improved its financial position from

a bankrupt institution to one with reserves of pounds 500,000,’ he

says.



Previous IPR president Simon Lewis feels that the institute is now more

relevant to all PR professionals than it has been at any time in the

past.



’When I joined the profession ten or 15 years ago the IPR was a rather

august body for very senior people. That has changed and it’s now in

closer touch with its members and reflects the youth and diversity in

the industry.’



Evidence of this is the IPR’s flourishing Student Group, which has

existed since the 1960s, but whose numbers have grown dramatically to

some 700 current members.



Education has become a major priority for the IPR over the years. In the

early 1970s it introduced its own examination, followed by a series of

training workshops in 1984, while the late 1980s saw the birth of the

first IPR-approved first and post-graduate degrees.



Now the IPR is launching an Industry Diploma, which will train and test

the strategic and implementational skills of future IPR members. The new

initiative is scheduled to be up and running in time for the next

academic year.



Peter Walker, the current IPR president, says the new diploma is the

IPR’s most important challenge. He says: ’PR companies are inhibited by

thinking that if they train somebody another company will get the

benefit of that training when the employee moves on. If we introduce

common standards then everybody can buy-in.’



The IPR’s value can also be felt in campaigns which have united the

industry.



It is currently fighting the Newspaper Licensing Agency’s copyright

charges and addressing the growing issue of charges for editorial

copy.



Perhaps most importantly it is representing the industry in discussions

with regulatory bodies on the introduction of increased regulation in

the City and in lobbying.



The IPR is in close consultation with the Financial Services Authority,

the Takeover Panel and Bank of England over proposed FSA standards which

will control more tightly the information which is put out by PR people

during large mergers or flotations.



A government relations taskforce, led by Simon Lewis, is liaising with

the UK and European authorities on standards for lobbyists. The group is

preparing a set of guidelines but has yet to put them before Ann Taylor,

the Leader of the House of Commons.



Despite the IPR’s growing influence, members concede that there are

improvements that can be made to the way in which the institute

operates.



Lewis says: ’I would like to see a greater number of consultancy people

as members.’ Current membership is 60/40 in favour of in-house

people.



Lewis’ views are echoed by agency heads. Peter Hehir, chairman of

Countrywide Porter Novelli supports many IPR initiatives but adds: ’The

IPR should lead the industry on training. This would require them to

listen more to the opinion of the consultancies.’



There are concerns that the larger agencies view the IPR as marginal to

their interests because they already have large training programmes.



Some agencies also question whether the IPR has a genuine mandate to

speak for the industry on government and investor relations issues.



Paul Philpotts, UK managing director of Burson-Marsteller, says: ’They

have done a lot but the world is moving on. They don’t speak for

everybody, only 15 of the 250 people in this building are members.’



The IPR is addressing this by attempting to attract more members across

the industry and is forging closer links with the PRCA on issues such as

standards and education. It is also embarking on a three-year programme

of research which will focus on its members’ needs and concerns in an

attempt to make its efforts more relevant and accountable.



As the industry has become more established it has had to be

increasingly active in defending the interests of its members. If it is

to survive another 50 years it is vital that the IPR continues to

represent its members to Government and the City at the highest

level.





IPR LANDMARKS

1948: IPR formed in London

1969: Breakaway group of IPR members forms PRCA

1984: IPR appoints John Lavelle as first executive director. Sword of

Excellence Awards launched

1998: IPR membership reaches 5,550 and search begins for first director

general to replace retiring Lavelle



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