The Chartered PR Practitioner Q&A: Peter Walker on globalisation

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.

Peter Walker’s paper discussed the role of public relations  in globalisation and economic development (opens in a PDF).

peter-walkerWho are you and what’s your day job?

I have been fortunate to be a Director PIELLE Consulting the multi-role, multi-disciplinary, communication management firm since I joined the firm in 1981. I also chair its communication management training business INSPIRATIONELLE inc. and sit on the board of the PRWA Public Relations World Alliance (PRWA). I lead most of our project work in emerging economies but working with banks, accountants and turnaround specialist  on corporate rescue and restructuring projects in the UK has taken a chunk of the last 10 years.

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

Same as it has always been to continue to demonstrate that public relations is a board level policy consideration item. Since 1957 when Pete Drucker identified that a chief executives spent more than 60 per cent of their time on public relations our challenge has been to provide the quality of professional management needed to support the board and the chief executive.

Why did you apply for Chartered PR Practitioner status?

Simple reason,  and nothing to do with status, to qualifying as a Chartered Practitioner how else do you expect to be accepted as being on a par with the accountants, lawyers, civil engineers and other management professionals with whom we all work on a day to day basis.

I work abroad quite a lot and most countries expect foreign experts to be properly fully qualified with the statement of standards that is implicit by being chartered.

How did you find the assessment process?

Tough but fair – putting your accumulated experience to the test on paper is a salutary experience sustaining your arguments and explaining the rationale behind them to an objective but expert panel of assessors for an hour is a real test for any top notch professional should relish and cherish.

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

Very sexy title for a subject where there are over 1700 academic papers:

‘Globalisation and national economic development – Branding a nation – a role for public relations and communication management’

What did I learn:

About the subject – that in a world where technology had globalised communication public relations had a role equal to that of economics and politics in national economic developmental and international trade and development.

About public relations practice – that there are hard and irrefutable arguments for public relations to be part of any policy making and decision taking on national branding for international economic development.

About myself – that I as a public relations professional I could ‘cut the mustard’ in rationally analysing and presenting the case to the highest standard for public relations and public relations practice.

Further information

You can connect with Peter via LinkedIn, Twitter (@PIELLEConsult), 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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