CIPR engages QMU in key research project

By Press Office

The Chartered Institute of Public Relations (CIPR) has contracted a small team at Queen Margaret University, Edinburgh, to undertake a key piece of research into Future Skills in Public Relations. The project has been driven by the CIPR Research and Development Unit.

Led by renowned Professor of public relations, Dr Jacquie L’Etang, and expert on public relations professionalism, Dr Magda Pieczka, the project will scope and review existing literature on skills needs as the first phase in a larger CIPR project to map competencies in a future-facing way, supporting the drive towards professionalism.

Phil Morgan, Deputy Chief Executive of the CIPR, said: “This initial project will give us a clear picture of the state of current research into public relations skills and help us create a road map towards a comprehensive framework of competencies. Our long-term aim is to give members a clearer understanding of career pathways and create a new foundation for our successful continuing professional development system.

The CIPR has a long-standing commitment to promote professional standards in public relations and this is the first step in a new approach to competencies, which will support professionals, employers, clients and other stakeholders.”

Dr Jacquie L'Etang, Professor of Public Relations and Applied Communication at QMU, said: “The research team is delighted to have been given this opportunity to review existing research that explores public relations expertise, and to draw out the key implications for the professional development of the next generation of practitioners.”

An important strand of QMU’s public relations research portfolio is work that is of value to the profession and practice. The research team comprises Dr Jacquie L'Etang, who has researched the history of professional practice in the UK; Dr Magda Pieczka, who has researched public relations expertise and personal chemistry; and Dr Mandy Powell, who is an expert in media education and working with practice communities.

The research team is aiming to complete the project by 31 March 2015.

Notes to Editor

For further media information please contact Jonathan Perkins, Press and PR Officer, Queen Margaret University, Edinburgh, tel: 0131 474 0000, Email:

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