The Complete Guide to CIPR Qualifications
If you’re considering gaining a Chartered Institute of Public Relations (CIPR) qualification in PR and communication but are unsure where to start, this briefing is for you!
I’ve aimed to explain how CIPR qualifications work, how to pick the right course, study options, what to look for in a teaching centre and much more.
What this guide on public relations qualifications covers:
The different levels of CIPR qualifications
How much does it cost to get a CIPR qualification?
Investing in your future: career advantages of CIPR qualifications
Taking the next step: the CIPR qualification journey
Finding the right course provider
What is the CIPR?
Firstly, let’s introduce the Chartered Institute of Public Relations (CIPR).
The CIPR is a membership organisation and a Royal Chartered body for public relations and communication professionals.
It awards communications and public relations qualifications, runs training, and has a continuous professional development programme for members who also sign up to a code of conduct and can work towards becoming Chartered.
What are CIPR qualifications?
CIPR professional qualifications are gained through a more extended period of structured study and the completion of problem-solving assignments requiring the application of models and principles to practice. They differ from training which is delivered through short courses and is often focused on skills and personal development. Training isn’t always assessed, though certificates of attendance may be offered.
Although there is no absolute record of the number of practitioners who have a professional qualification provided by the CIPR, PRCA or AMEC in the UK, a reasonable estimate is between 15-20,000.
This figure is based on previous research conducted into public relations qualifications and education by Heather Yaxley (in 2018 for the CIPR’s 70th anniversary celebration book “Platinum”), data from PRCA and CIPR, and data from PR Academy’s database of students.
Why study for a CIPR qualification?
Practitioners studying with us often report increased confidence as the most significant benefit of a CIPR qualification. They want to underpin what they do with theory and demonstrate their commitment to personal development and good practice.
“Changed my outlook from tactical to strategic.”
Verbatim comment from respondent to PR Academy’s 2024 PR Education Research
In the UK, more practitioners are enrolled in professional qualifications than students on public relations BA and MA degree courses. Practitioners reported an overwhelming endorsement (94 percent) of the usefulness of professional qualifications for developing capabilities while working in public relations.
Understanding theory has enabled me to build a framework of wider understanding that has been transformative in the work I now do.
PR Academy CIPR Professional Diploma graduate, Jack Shaw.
The assignments
There are three assignments, one per study unit.
These assess professional knowledge, vocational public relations skills, and personal development. The assignments will enable you to show your knowledge and ability to apply concepts, models, critical thinking and problem-solving skills, all core management competencies and employer requirements. They are intended to be of value in professional practice and to reflect real world issues and activities, as well as meeting robust assessment criteria.
You are encouraged to use real work-related projects for assignments, which is great for employers because they show the practical relevance of the course.
The PR theory I’ve encountered on the course has been very different to the theory I studied at university. It’s an interesting middle ground between the academic and the practical. By applying theory to practice I am taking a more strategic approach to my work.
PR Academy Diploma graduate Stacey Cockram explains how the CIPR Professional PR Diploma can enhance your practice and your career.
The assignments
There is an assignment for each unit of study.
- Unit 1: The assessment enables candidates to demonstrate their ability to research and analyse the organisation’s communication environment, identify and prioritise stakeholders/audiences, define communication objectives, apply planning models, and outline how they will measure and evaluate communication activities.
- This assessment evaluates the ability to create ethical, effective communication content, adapt it appropriately for multiple channels and audiences, understand storytelling and persuasion, manage misinformation risks, interpret data, and use AI responsibly and ethically.
They are intended to be valuable in professional practice, reflect real-world issues and activities, and meet robust assessment criteria. You are encouraged to use real work-related projects for assignments, which is great for employers and shows the practical relevance of the course.
Having that focus time to read, take in the lessons and learn something new was really enjoyable. I loved engaging with my tutors and asking them questions. I enjoyed meeting other professionals from different spheres within the industry.
Studying has allowed me to apply all the knowledge at my workplace, especially evaluation. The importance of evaluation and using key models to apply to my practice of work has been the most rewarding thing.
Lilly Koranteng
The assignment
There is one assignment made up of a portfolio of content to generate positive coverage for an organisation and an accompanying discussion paper showing how the portfolio of content will help deliver the objectives of the PR team in that organisation.
The learning has already helped me in my role. I’m more confident in planning and evaluating communications, and I now have a clearer structure for shaping campaigns and messages. It’s also improved the way I explain the ‘why’ behind communications decisions to colleagues, which has been valuable internally.
Emma Mayo
21% of global comms leaders would rate their current ability to prevent crises before they happen as “excellent.”
Key takeaway: When crises happen, they can be devastating. What happens next is critical. Teams should embrace an “always on” approach and have a full plan (that’s continuously being refined) in place to execute when required.
Cision: PR Statistics: 2024 Global Comms Report by the Numbers
How much does it cost to get a CIPR qualification?
The cost of CIPR qualifications comprises tuition fees and CIPR fees.
PR Academy tuition fees cover everything you need to obtain your qualification:
- Joining our Study Hub, where all your lessons are set out and easy to follow in bite-size chunks
- Live online sessions
- An extensive online library (no need to buy any books)
- Marking of your assignment
- Tutorials and all tutor support
Explore our study support package
On some of our courses we offer a choice of study methods: Guided Learning and Independent Learning. Independent Learning is a more affordable option and for overseas candidates may mean that no UK sales tax (VAT) is payable.
Help with course fees and financial assistance
At PR Academy our payment plan lets you pay by instalment to help make funding a qualification easier.
Occasionally, the CIPR has schemes to help with the cost of CIPR qualification course fees, and these will be publicised on their website and by us here at PR Academy.
A discount may be available if your company is a CIPR Corporate Affiliate. If you’re not sure, check with someone on your team.
Local funding schemes may be available, so check with your local council to see if you are in the UK.
Investing in your future: career advantages of CIPR qualifications
- Enhanced credibility and recognition: If you are wondering about doing a qualification, the business case is clear. You will become a more strategic practitioner. You will grow as an individual and become more confident and your organisation/clients will benefit from more effective practice.
- Career advancement opportunities: Employers will value someone on the team who is skilled and knowledgeable, confident to make decisions and equipped to operate strategically. Your ability to bring fresh insights and the latest thinking can advance your career.
CIPR career advantages: A CIPR qualification speaks volumes to employers. The CIPR State of the Profession research shows those with professional qualifications receive higher salaries than their non-qualified counterparts.
Taking the next step: the CIPR qualification journey
Eligibility
Below is a guide. These criteria aren’t set in stone, so if you aren’t sure, get in touch for a chat.
- PR and Communication Foundation: no criteria, just an enthusiasm to learn about PR!
- PR and Communication Management Certificate and Specialist Certificate, Internal Communication: you are expected to have a degree and are probably in the first few years of your PR and comms career.
- Professional PR Diploma and Specialist Diplomas: You will be working at a fairly senior level, perhaps as a manager or head of function in a smaller organisation, and you will have quite a few years’ experience.
There is always a new channel, concept or communication approach to discuss. I like to ensure my sessions are full of real life case study examples which collectively we can either praise or pull apart.
Chris Tucker, course leader for the PR Diploma and Crisis Diploma
We believe that public relations can justifiably proclaim to be well on the path to becoming a qualified profession – where a significant number of practitioners (more than 50 percent) hold a professional qualification.
Dr Kevin Ruck and Richard Bailey of PR Academy
