CIPRWork

Linzi Fidelin explores how oversimplified and negative narratives have shaped perceptions of Africa, and what leaders can learn about storytelling, reputation and brand management.

As AI becomes embedded in everyday PR practice, the real challenge is no longer adoption, but meaningful integration that enhances human expertise, measurement, and strategic value.

Karis Welch maintains that research communication must evolve to humanise experts, build trust, and clearly demonstrate societal value to counter growing anti-intellectual populism and sustain public and political support.

Emma Pietras explores how storytelling can rebuild trust in public institutions by making values, actions, and intent more visible and relatable.

Laura Fairweather highlights how storytelling turns regeneration from plans into shared futures.

This sustainability case study is based on Sheanne's CIPR Diploma work and explores how the University of Dundee could position itself as a leader in sustainability.

Rabinder Bhachu explains the vital role communications and engagement can play in the NHS of the future.

Ryan Bradshaw asks how science PR teams can use psychology and persuasion to rebuild public trust and combat health misinformation.

As the NHS faces ongoing change, Candice Robinson explores how storytelling offers a way to reconnect teams, restore morale, and rebuild trust from the inside out.

Scientists must step into high-stakes public conversations to shape policy, counter misinformation, and drive societal progress. Clara Demin explores why many hesitate, the misconceptions holding science communication back, and how PR professionals can amplify scientists’ voices to cut through the noise and build public trust.

In an era defined by outrage and polarisation, workplaces increasingly mirror society’s division, fuelled by politics, cancel culture, and clashing values. Yet organisations don’t have to be torn apart by partisanship. By leveraging storytelling, active listening, and inclusive practices, public relations professionals can help companies move beyond outrage, strengthen trust, and unite employees around a shared purpose.

Discover why trauma-informed communication is essential for modern PR. Laura Latham, Communications Lead for a UK multi-academy trust, shares how PR professionals can adopt ethical, empathetic strategies that support mental health, build trust, and avoid re-traumatisation. A must-read for anyone in crisis comms, internal communications, or public sector PR.