CIPRWork

Explore case studies and thought leadership articles written by PR Academy CIPR students.

Richard Bailey, Editor PR Place

Meet the editor

Richard Bailey FCIPR MPRCA is editor of our Insights area, formerly PR Place. He teaches and assesses undergraduate, postgraduate and professional students. For story ideas contact insights@ pracademy.co.uk
Study 27.11.24

Communicating inclusively: four top tips for PR practitioners

Don’t know where to start when it comes to inclusive communications and don’t want to cause offence? Follow these top tips from Jhon Bateman.
Study 13.11.24

Advocacy and campaigning: Can charities hold their nerve in a hostile environment? 

Rebuilding broken trust in charities will take time, but it can be done – by proving our value and communicating in ways that truly resonate with our audiences. And that means finding the courage to speak out argues Rachel Kelly.
Study 04.09.24

The Evolving Role of Artificial Intelligence in the Practice of Public Relations

Marina Tziakouri has been using artificial intelligence tools for the past two years. She discusses the upsides, downsides and ethical challenges of integrating AI into public relations practice.
Study 21.08.24

Artificial Intelligence in PR: why trust and storytelling cannot be automated

PR professionals should be able to recognise and embrace the opportunities that AI brings into our industry, as well as identify its limitations. What competitive advantages can AI bring?
Study 07.08.24

Getting out of the ivory tower

Universities are strong on research, but need to get better at storytelling to communicate the value of this research argues Dave Poole.
Study 24.07.24

How can communicators create a better listening climate in the NHS?

The NHS is England's largest employer, with 1.4 million staff. Carolyn Garman explains how a culture of listening can help morale, improve performance and ensure patient safety.
Study 10.04.24

Stop being anti-social

Landlords are missing a valuable opportunity to build stronger relationships with their residents. If you want to go where your residents are, then get online argues James Calnan.
Study 25.03.24

Punchlines & PR: Is Laughter the Best Medicine?

In a world where brands work tirelessly to maintain an impeccable hair day, it's time PR wakes up and realises that audiences yearn for a more authentic connection with their favourite labels, brands and organisations argues Andy Preacher.
Study 06.03.24

The trust dilemma

Whilst artificial intelligence tools are increasingly useful for PR, the race between tech giants to innovate blurs the lines between human and machine-generated content. Zarrion Walker explores the impact of AI on trust.
Study 22.02.24

Telling tales about test tubes

Communicating medical science effectively is vital to global health argues Kate Forbes. Compelling narratives are needed, but misinformation and disinformation are eternal challenges.
Study 07.02.24

Should we be capitalising on the power of the influencer in promoting healthy behaviours?

The growing role of influencers in public health care messaging is undeniable argues Danielle Bailey in this article written for a CIPR Professional PR Diploma assignment.
Study 24.01.24

Make it Better

It is time culture is recognised for the many powerful ways it can make us feel better argues Elizabeth Clare. She describes the combination of public relations and cutlure as 'creative health.'