By Mark Mann,

A series of sliding door moments sit behind my contribution to Platinum, the CIPR’s celebration of the Institute’s first 70 years.

A coffee with my friend, and Ketchum’s CEO, Jo-ann Robertson, led to an introduction to Stephen Waddington, and an admission on my part that his blog chronicling his journey to Chartered Practitioner status had prompted me to take on the challenge, too.

My own journey to achieving Chartered status was, happily, punctuated by my son’s birth. Changing nappies overtook research on how technological development, and the growth of social media and citizen journalism was changing PR’s approach to managing issues. When I eventually got around to gaining my Chartered status, the process of evaluation had changed, and my half written thesis was gaining metaphorical dust in my Mac.

Stephen suggested that Platinum might be and ideal opportunity to blow dust off my thesis. It was a challenge that gave an instant shot of excitement, accompanied by a pang of apprehension, in equal measures. Thankfully, the excitement put the apprehension in its place, and I’m grateful to Stephen’s gentle encouragement to meet all the deadlines I then proceeded to miss.

In my chapter, 37, since you ask, I take a fresh look at the Hainsworth and Meng Lifecycle of an Issue. I do so because I believe that while time and technology has moved on, the model still provides the best academic example to date of the stages of issues management. The stakes in managing issues have never been higher, and now felt the right time to, at the very least, start a discussion on how Hainsworth and Meng’s model has evolved.

In picking up this challenge I draw on my experience from the public and private sectors, where a wrong step could lead to a loss of stock market confidence and a licence to operate and expand – as was the case at BAA, the airports group – and public trust in patient care, something I experienced when leading the communications team of the UK’s largest NHS Trust.

At every turn the value of modern day public relations professionals is moving further away from being ‘who you know’ – the contact book approach – to what you know, which is embedded in the CIPR we see today.

While building and developing relationships will always be a tool in the PR practitioners box of tricks, along with being, in various degrees, a social worker, wordsmith and miracle worker, our willingness and ability to add learning and continuous development to the mix will underpin the growth of PR as a recognised and respected professional. Platinum is a great example in just how was we’ve come in making that a reality.  I hope you enjoy reading it as much as I enjoyed contributing.

Mark Mann is a communications professional with 20 years' experience managing high profile, reputation critical roles in the private and public sector.

Platinum is a new book from the CIPR showcasing excellence in public relations. Edited by Stephen Waddington Found.Chart.PR Hon FCIPR, Platinum is the story of the CIPR as told by its members. It is out now.

Photo by Alvaro Reyes on Unsplash