The Chartered PR Practitioner Q&A: David Crundwell on being a global communicator

One of my commitments as CIPR President was to promote the value of learning and development as a foundation for professionalism.

Throughout the year I’m going to blog interviews with practitioners that have achieved Chartered PR Practitioner status to understand their motivation and perspective on the profession.

The Chartered Practitioner qualification is pitched by the CIPR as “a benchmark for those working at a senior level and a ‘gold standard’ to which all PR practitioners should strive to reach.” It consists of an initial questionnaire on your career, a paper and formal interview.

David Crundwell’s paper explored the skills and experience that it takes to be a global communicator (PDF).

david-crundwellWho are you and what’s your day job?

As Vice President of Corporate Affairs for Thomson Reuters my role is to grow, and sometimes protect, the reputation of the world’s leading source of information for businesses and professionals working in partnership with colleagues across the business.

What’s the greatest opportunity for the public relations profession?

‘Public Relations’ is an intrinsic part of good business practice. Good practitioners, operating at the heart of a business, should be able to help that business grow sustainably and flourish. The key however is having the skills, attributes and global outlook to be able to contribute outside of one’s function through a deep understanding of how businesses live and breathe. This also requires that at the minimum all communications professionals, regardless of what discipline they come from – are able to show a high degree of professional versatility and operate to the highest ethical standards.

Why did you apply for Chartered PR Practitioner status?

At the time I was on the Council of the CIPR and do not believe that you can represent any industry, and take part in its governance, without showing a commitment to CPD and qualifications.

How did you find the assessment process?

Rigorous, thorough and challenging. However in full disclosure – I was one of the three examiners in the first year of the process.

What was the topic of your paper and what did you learn?

What does it take to be a global communicator? Whilst my perspective is personal, it is supported by solid academic study and data. Hopefully it links well with the needs of businesses of all shapes, sizes and industries to have the support of a communications professional who understands how businesses work, and what they need to do to survive in this wonderful, fast changing, cosmopolitan world of ours.

Further information

You can connect with David via his personal website, LinkedIn, Twitter (@Crundwell), and if you’re interested in further information about learning and development please check the CIPR website.

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Professional advisor for agencies and communication teams, Wadds Inc. Author: #brandvandals, Exploring PR and Management Communication. #PRstack, Share This, and others. Visiting Professor, Newcastle University.

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