Research: The Value of Chartership report

13.04.2022

Respect for chartership status in marketing and PR on the rise but lower than other industries

  • New study reveals two fifths (40%) of practitioners believe level of respect amongst chartered professionals in the marketing and public relations industries has improved in the last decade
  • However in comparison to other professions, majority (72%) argue respect remains low
  • Respondents believe the added value of becoming chartered gives them a competitive edge in their careers

13 April 2022: A new study from the Chartered Institute of Marketing (CIM) and the Chartered Institute of Public Relations (CIPR) reveals that respect amongst chartered professionals in the marketing and public relations industries has improved in the last decade, but remains low compared to other professions.

‘The Value of Chartership’ report, which explores the views of 300 surveyed chartered members, finds two-fifths (39%) believe respect for chartership in PR and marketing has increased. However, the majority (72%) of respondents feel it is less respected in comparison to other chartered professions such as accountancy or engineering.

Despite this, the report finds becoming chartered can provide a competitive edge for marketing and PR professionals:

  • Over four in ten (43%) argue it is very important for careers
  • Three in ten (31%) state being chartered provides them with an edge to win new business
  • 15 per cent have been able to demand a higher salary or increase their rates because of their chartership status

The study also explores the importance of Continuing Professional Development (CPD), with 72 per cent of respondents arguing that regularly upskilling is crucial in order to progress their career.

Stu Kaley, Associate Director of Customer Experience and Operations, CIM says: “The past few years have underlined the critical role marketing and PR professionals have had in supporting and guiding businesses through a turbulent time. Rising consumer expectations for organisations to act ethically and communicate effectively, coupled with ‘the great resignation’ has put a greater emphasis than ever on the development of skilled PR and marketing practitioners.” 

“There has always been a concern that investing in the development of staff may just accelerate their departure, but this joint research shows that chartered practitioners can provide a real financial boost for businesses – something that is crucial as we look to recover from the pandemic.”

Alastair McCapra, CEO, CIPR says: "Compared to other sectors, our industries have the advantage of low barriers of entry into the profession but a disadvantage in the number of qualified and professionally accredited professionals. We know what we do delivers value and so do our clients, but research shows a continued lack of collective confidence.”  

"This research highlights how chartered status overcomes this by providing pride, status, and confidence to individual practitioners. When compared to other professionals, or as seen by other professionals, our status is low but improving. Chartered status is an essential tool in increasing this further and faster.”

To read the full report click here

To read the full infographic on the report click here

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Notes to editors:
About the research methodology
311 chartered practitioners were surveyed between October 20 and November 30, 2021.

About CIM:
For over 100 years, CIM has supported the marketing sector. With over 20,000 members in more than 100 countries, CIM strives for business leaders and opinion formers to recognise the positive contribution professional marketing can bring to their organisations, the economy and wider society. We support, develop and represent marketers, organisations and the profession all over the world. Our ability to award Chartered Marketer status recognises a marketer’s commitment to staying current and abiding by a professional Code of Conduct. While our diverse range of training courses and world-renowned qualifications enable modern marketers to thrive in their roles and deliver long-term success for businesses. Find out more about CIM by visiting www.cim.co.uk  

For CIM media enquires:
James Delves
CIM Head of PR and External Engagement
james.delves@cim.co.uk

About CIPR:
Founded in 1948, the Chartered Institute of Public Relations (CIPR) is the world's only Royal Chartered professional body for public relations practitioners with nearly 10,000 members. 

The CIPR advances professionalism in public relations by making its members accountable to their employers and the public through a code of conduct and searchable public register, setting standards through training, qualifications, awards and the production of best practice and skills guidance, facilitating Continuing Professional Development (CPD), and awarding Chartered Public Relations Practitioner status (Chart.PR). 

For CIPR media enquiries
Jon Gerlis
CIPR PR and Policy Manager
jong@cipr.co.uk

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