‘CIPR Corporate Affiliate membership shows we’re serious about investing in our people’

Laurian Hubbard is a CIPR Corporate Affiliate member and head of engagement services at Senedd Cymru – Welsh Parliament. A CIPR Fellow and Chartered PR practitioner, she is passionate about supporting her team to develop and thrive. Laurian, who is based in Cardiff, joined the institute as a student member 20 years ago and has played a vital role in the CIPR’s volunteer network, from advancing the voice of the Welsh PR community, to becoming a Chartered PR assessor. She serves as an elected member of the CIPR board of directors.

What do you love most about working in public relations?
I’m really passionate about connecting people and telling the story of an organisation. For me, public relations is all about creating a positive impact and helping others learn or act through that connection. It’s about bringing people together and sharing that story in a meaningful way. 

What initially motivated your organisation to become a CIPR Corporate Affiliate?
The decision was driven by the development of a new communications and engagement strategy, the desire to professionalise services and provide structured CPD for staff in addition to what they already had access to within the Senedd. I and other heads of service want to encourage others to consider Chartership to further demonstrate their professionalism. 

How does being a Corporate Affiliate support your team’s professional development?
One of the big reasons we became a Corporate Affiliate was to bring more structure to the CPD cycle – especially in the public sector, where budgets remain tight. We really had to think creatively about how to keep developing our staff. The CIPR’s CPD offer was a huge plus for us. As a team we wanted to level-up in specific areas like campaign development and crisis management and this has been important. Although we still invest in training when needed, we’ve made sure we utilise so many free resources and access to schemes like the Progress Mentoring scheme which has made a real difference. It’s helped us go beyond traditional learning and given us a clear, consistent way to support our team’s growth year after year.

What value have you seen from your affiliation with the CIPR so far?
I was already Chartered, and my counterpart – the head of comms – has now become Chartered too, which has been great. We’re really trying to lead by example and encourage others in the team to work toward Chartership as well. One of the first things we did was identify a gap around campaign development, so we brought in some in-house training through CIPR, which was really valuable. Since then, the comms side has also had crisis training, and overall, having access to that kind of tailored support has helped us plug key gaps. The network and wider support have been such a bonus too. 

I'm involved in various areas, but I’ve also been encouraging the team to make the most of the strong CIPR network we have here in Wales. Attending events and getting involved in networking has been a big part of that – it’s not just about formal training or reading articles. There's real value in learning from others, building connections, and even finding mentors. Some of our team have taken advantage of the CIPR Progress mentoring scheme too. It's been great to see different people benefit in different ways throughout their membership.

Can you share an example of how CIPR membership has positively impacted your organisation's communications strategy or team culture?
Becoming a CIPR Corporate Affiliate has had a real impact on both our internal culture and how we’re perceived externally. It signals a genuine commitment to professional development – not just to our team, but also to potential recruits and wider stakeholders. It shows we’re not standing still; we’re serious about investing in our people and maintaining high professional standards. 

Internally, it’s helped create a culture where development is valued and supported, giving staff motivation and reassurance that we’re behind them. Externally, it strengthens our reputation, helping us attract and retain talent by showing we’re a forward-thinking, professional organisation. That dual benefit – supporting staff and demonstrating credibility – was a big reason we became a Corporate Affiliate, and it’s something I’d definitely encourage others to consider. 

What would you say to other organisations considering becoming a CIPR Corporate Affiliate?
One thing I'd say to other organisations is that becoming a Corporate Affiliate is just the first step – you also need to actively support your team to make the most of it. We learned early on that simply signing people up doesn’t mean they’ll automatically engage with CPD and utilise their membership, especially when day-to-day work takes priority. This year, we’ve taken a more proactive approach by setting up monthly check-ins to encourage and support staff, share resources, and remind them to take time for their development. It’s making a real difference. 

What are your top tips to ensure members make the most of their Corporate Affiliate membership?
My top tip for new Corporate Affiliate teams is to be proactive; don’t assume people will automatically engage with CPD just because they’re members. We’ve started holding monthly check-ins to keep it front of mind, share resources, and encourage each other. It’s all about creating space and support for professional development to really make an impact.

What do you think is the biggest challenge public relations faces in the future?
There are so many challenges facing PR right now, from the rapidly changing media landscape and social algorithms to misinformation, AI, and global uncertainty. But one of the biggest issues we still face is being brought in too late – often only in a crisis – rather than being seen as a strategic partner from the start. There's still work to do to raise the profile and value of our profession, especially for in-house teams. This is why I wanted to join the CIPR board, to support the Institute to deliver that strategy to ensure our voices our heard and more importantly, respected.

Find out more about a CIPR corporate affiliate membership

Strengthen your reputation and invest in your team’s success. Join as a CIPR Corporate Affiliate member - open to groups of five or more.
 

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