Образовательная деятельность СIPR на примере Международного института бизнеса

29% студентов и выпускников получили продвижение по службе;

29% студентов и выпускников были приглашены на новую, более интересную работу;

13% студентов и выпускников открыли собственный бизнес в PR индустрии.

Выпускники

В 2005 году МИБ выпустил первых студентов СIPR уровня Diploma in PR.

Ими стали: Марина Стародубская (&quotMarketingMix"), Анна Романова (&quotAtlantic Group"), Лилия Загребельная (&quotRomyr & Associates") и Марьяна Пичугина (&quotING Baring Bank Ukraine").

Заключение

Потребность в PR вызвала необходимость и в соответствующих специалистах. Первоначально в новую сферу приходили журналисты, представители других профессий. А теперь отдают предпочтение сотрудникам, обладающим разнообразными навыками и знаниями, необходимыми для эффективной практики PR, то есть - профессионалам.

В соответствии с мировым опытом, подготовка PR-специалиста предполагает освоение обширного круга дисциплин. Они должны изучать: психологию, чтобы иметь представление о мотивации и убеждении; политические науки, чтобы понимать, как работает правительство и что следует предпринять, чтобы оно более оперативно реагировало на общественные нужды; антропологию, чтобы понимать изменения и важность культурной адаптации; социологию, чтобы уметь точно оценивать тенденции в развитии общества и во взаимодействии людей[7].

Именно в этот момент становится ясна потребность в мировых стандартах качества, в организациях, несущих эти стандарты. CIPR – безусловно, одна из таких организаций.  Чартерный (Привилегированный) Институт общественных отношений ведет активную образовательную деятельность как в Великобритании, так и во многих других странах, например, в Болгарии, Афинах, Катаре. Подробно проанализировав особенности организационной структуры, а также рассмотрев опыт участия Украины в этой образовательной программе, мы сделали вывод, что квалификации CIPR не просто дают огромный опыт по новейшим технологиям, но и обеспечивают рынок востребованными, грамотными PR-специалистами.

Учитывая то, что российское pr-образование находится в первоначальной стадии развития, нам просто необходимо перенимать опыт других стран. И, как мы считаем, наиболее эффективно будет примкнуть к международным образовательным стандартам, и далее, по их опыту, установить собственные стандарты качества, по которым и вести в дальнейшем подготовку PR-специалистов.

Список использованной литературы

Печатные источники:

1.      Марина Горкина, Андрей Мамонтов, Игорь Манн «PR на 100%: Как стать хорошим менеджером по PR»/ М.Горкина, А.Мамонтов, И.Манн. – М.: Альпина Паблишер, 2003. ISBN 5-94599-084-1

2.      Л. В. Азарова, Р. Ю. Почекаев «ПРОБЛЕМЫ PR-ОБРАЗОВАНИЯ: ВУЗОВСКАЯ ПОДГОТОВКА И ТРЕБОВАНИЯ РАБОТОДАТЕЛЕЙ»/ Л. В. Азарова, Р. Ю. Почекаев «Петербургская школа PR: от теории к практике. Вып.2»: Сб. статей. СПб.,2004. С. 8-21

Интернет-ресурсы:

3.      http://pr-study.ru/theory/organ.php Профессиональные PR-организации

4.      http://www.cipr.co.uk – Официальный сайт CIPR

5.      pr.web-3.ru/ethics/ - кодексы профессионального поведения

6.      http://revolution.allbest.ru/miscellaneous/00009886_0.html - эволюционное развитие pr в России

7.      http://www.iib.com.ua/default.asp?cid=459&lang=ru – сайт МИБ Украины

Приложение А. Кодекс CIPR

CIPR Code of Conduct

Introduction              Maintaining professional standards in the public relations profession

Section A              The Chartered Institute of Public Relations Code of Conduct, as approved by the Institute’s Council.

Section B               How to complain, if you think a public relations practitioner has breached the Code of Conduct; and what happens when you do.

Section C               Regulations for the Chartered Institute of Public Relations Complaints Procedure (which includes Conciliation, the Professional Practices Committee and Disciplinary Committee).

Section D                Advisory Notes to accompany the Code of Conduct: Social Media Guidelines

CIPR Code of Conduct

Introduction

Maintaining professional standards in the public relations profession

Reputation has a direct and major impact on the corporate well-being of every organisation, be it a multinational, a charity, a Government Department or a small business.

That is why the professionalism of those people who guard and mould reputation – public relations practitioners – is so important.

The Chartered Institute of Public Relations, as the voice of the PR profession, plays a key role in setting and maintaining standards.

The Chartered Institute of Public Relations Code of Conduct and Complaints Procedure

Members of the CIPR agree to abide by a Code of Professional Conduct.

Anyone can make a Complaint to the Institute if they believe a CIPR Member (or others for whom they are directly responsible) may have breached the Code.

It is the Code, and the fact that the Institute can take steps to uphold it, that makes Members accountable for the standard of their professional conduct.  This accountability is a valuable asset both to Members and to those who hire or employ them.

If it appears that the Code has been breached, the CIPR’s Professional Practices Committee will investigate and either negotiate a settlement or adjudicate.  Particularly serious or contentious cases are referred on to the Disciplinary Committee. 

We do not receive many Complaints, but – as the detailed regulations later in this document make clear – we treat them seriously and carefully.  For the sake of our Members, as well as the people who have complained, we must be fair, equal and rigorous.

Outcomes

We resolve most Complaints through informal negotiation (‘Conciliation’).

Failing that, a decision will be imposed by the Professional Practices Committee or the Disciplinary Committee.  This may be to censure the person you complained about, to expel them from the Institute, or to drop the case if it is found not proven.

If the committees decide that a CIPR Member has delivered substandard work to you, they may require the Member to return any fees you paid for that work.  If the substandard work was part of a larger contract, the refund is limited to the value of that part of the contract.  If you want further compensation, you will have to go to law: the CIPR does not impose damages

Section A

Chartered Institute of Public Relations Code of Conduct

Principles

1.     Members of the Chartered Institute of Public Relations agree to:

Maintain the highest standards of professional endeavour, integrity, confidentiality, financial propriety and personal conduct;

Deal honestly and fairly in business with employers, employees, clients, fellow professionals, other professions and the public; 

Respect the customs, practices and codes of clients, employers, colleagues, fellow professionals and other professions in all countries where they practise;

Take all reasonable care to ensure employment best practice including giving no cause for Complaint of unfair discrimination on any grounds;

Work within the legal and regulatory frameworks affecting the practice of public relations in all countries where they practise; 

Encourage professional training and development among Members of the profession;

Respect and abide by this Code and related Notes of Guidance issued by the Institute of Public Relations and encourage others to do the same.

Principles of Good Practice

2.     Fundamental to good public relations practice are:

Integrity

Honest and responsible regard for the public interest;

Checking the reliability and accuracy of information before dissemination;

Never knowingly misleading clients, employers, employees, colleagues and fellow professionals about the nature of representation or what can be competently delivered and achieved;

Supporting the CIPR Principles by bringing to the attention of the CIPR examples of malpractice and unprofessional conduct.

Competence

Being aware of the limitations of professional competence: without limiting realistic scope for development, being willing to accept or delegate only that work for which practitioners are suitably skilled and experienced; 

Where appropriate, collaborating on projects to ensure the necessary skill base.

Transparency and avoiding conflicts of interest

Disclosing to employers, clients or potential clients any financial interest in a supplier being recommended or engaged; 

Declaring conflicts of interest (or circumstances which may give rise to them) in writing to clients, potential clients and employers as soon as they arise; 

Ensuring that services provided are costed and accounted for in a manner that conforms to accepted business practice and ethics.

Confidentiality

Safeguarding the confidences of present and former clients and employers;

Being careful to avoid using confidential and ‘insider’ information to the disadvantage or prejudice of clients and employers, or to self-advantage of any kind;

Not disclosing confidential information unless specific permission has been granted or the public interest is at stake or if required by law.

Maintaining professional standards

3.     CIPR Members are encouraged to spread awareness and pride in the public relations profession where practicable by, for example:

Identifying and closing professional skills gaps through the Institute’s Continuous Professional Development programme; 

Offering work experience to students interested in pursuing a career in public relations;

Participating in the work of the Institute through the committee structure, special interest and vocational groups, training and networking events;

Encouraging employees and colleagues to join and support the CIPR;

Displaying the CIPR designatory letters on business stationery; 

Specifying a preference for CIPR applicants for staff positions advertised;

Evaluating the practice of public relations through use of the CIPR Research & Evaluation Toolkit and other quality management and quality assurance systems (e.g. ISO standards); and constantly striving to improve the quality of business performance;

Sharing information on good practice with Members and, equally, referring perceived examples of poor practice to the Institute.

Interpreting the Code

4.     In the interpretation of this code, the Laws of the Land shall apply.

Section B

How to complain, if you think a public relations practitioner has breached the Code of Conduct; and what happens when you do

Who may make a Complaint?

Anyone, whether an organisation or an individual. 

You do not have to have suffered loss or damage in order to complain: you only have to believe that a Member of the Institute may have breached the Code of Conduct.

Sometimes the Chartered Institute of Public Relations itself will initiate a Complaint or take over the role of Complainant, for instance if the Complaint raises a matter of general principle.

Whom can you complain about?

Members of the Chartered Institute of Public Relations, and any staff or sub-contractors for whom they are directly responsible, even if those staff or sub-contractors are not CIPR Members in their own right. 

Members agree to be bound by the Code of Conduct when they accept Membership.  This is why it makes sense to hire CIPR Members when you need public relations support.

You may recognise Members from the letters FCIPR, MCIPR or ACIPR after their name, but you can also ask us to check whether someone is a Member – or whether they were a Member at the time of the events that you want to complain about.  Members cannot avoid responsibility for their past conduct by resigning from the Institute.

We cannot deal with Complaints about PR practitioners who have not been Members of the CIPR.

Initial checks

We will check that the person you have complained about is actually a Member – or was, at the time of the events you are complaining about.  If this is not the case, there is nothing further that we can do.

We will also tell you if we think the Complaint is not covered by the Code of Conduct.

Written details

You will be asked to state your Complaint in writing (we can help you to do this, if necessary).  The person you have complained about will be shown this document and asked to provide a written reply (and the same help is available to them).

Conciliation

Most Complaints are resolved through ‘Conciliation’, when the Institute helps both sides to reach an agreement by acting as a go-between in negotiations.  It is always the first resort, but it depends on the willingness of both sides to take part.

This is a very informal process, organised at the discretion of the Institute’s conciliators.  The process is confidential; no records of the discussions are kept, and the result is not published. 

Formal hearings

If no agreement is reached through Conciliation, the Complaint will be considered by the Professional Practices Committee and possibly, after that, by the Disciplinary Committee. 

These Committees are formed of senior and experienced people from public relations and other professions.  The Disciplinary Committee deals with the most serious cases, and those that cannot be resolved by the Professional Practices Committee. 

Any discussions that were held as part of a Conciliation process are ignored by the Committees, and Committee members who acted as CIPR conciliators during the Conciliation process are not allowed to take part in formal hearings.  The Committees, in other words, start afresh, with no preconceptions.

Both sides in the dispute have the chance to state their case in person to the Committees; they may also be allowed to bring a friend or a legal adviser to Committee hearings. If the case goes as far as the Disciplinary Committee, they may also be able to submit further information and to call and cross-examine witnesses.  The Committees themselves may ask for additional written evidence and call witnesses. 

Although formal hearings are subject to detailed regulations (see Section C below) they are run, above all, on the principle of natural justice: in other words, both sides should receive fair and equal treatment.

Confidentiality

Everyone (you, the person you have complained about, and Committee members) must keep every detail of the Complaint and the Complaints Procedure confidential until the Chairman of one of the Institute Committees rules otherwise.

If a case goes to a formal hearing, and the decision is against the CIPR Member, a summary of the Complaint and the outcome will normally be made public.

Outcomes

If the Complaint is not resolved by Conciliation, the Committees may decide to

advise the Member (the person you have complained about) to improve the way he or she does business;

reprimand the Member;

require the Member to repay fees received for work that forms the subject of the Complaint;

require the Member to pay the Institute’s costs of the Complaints Procedure;

expel the Member;

publish the decision (naming names);

drop the case, if they consider that the Complaint is not proven; or take no further action.

Compensation

The CIPR does not award damages.  If you have complained that a CIPR Member carried out substandard work for you, the Member may be required to return any fees that you paid for that work.  If the substandard work was part of a larger contract, the refund is limited to the value of that part of the contract.  If you want more or different compensation, you should use the courts.

Legal action

Occasionally disputes are pursued through the courts and through a Complaint to the CIPR at the same time.  We will normally halt the CIPR Complaints Procedure until the court case is completed. 

Legal action, in other words, does not of itself cancel the CIPR Complaints Procedure, whether the action is taken by you (the person who is complaining) or by the CIPR Member (the person who is complained about).

Section C

Regulations for the Chartered Institute of Public Relations Complaints ProcedureContents                             

Regulation

Information on the overall Complaints Procedure and Regulations

Definitions              1

The Complaints Procedure: general management of business              2

Confidentiality              3

Making a Complaint, and the Institute’s initial response Making Complaints              4

The Institute’s initial response to Complaints              5

Professional Practices Committee, Disciplinary Committee and Conciliation panels

Membership              6

Assessors              7

Conciliation

Duty to conciliate              8

Management of business              9

The Professional Practices Committee and Disciplinary Committee

General management of business              10

              Professional Practices Committee             

                            Professional Practices Committee hearing              11

                            Referring a Complaint to the Disciplinary Committee              12

                            Consent orders              13

                            Letters of advice              14              

Disciplinary Committee             

                            Convening the Disciplinary Committee              15

                            Pre-hearing review              16

                            Management of business              17

                            Findings and decisions              18

1.         Definitions

For the purpose of these Regulations the following words and expressions have the following meanings, unless the context requires otherwise:

Committee(s) the Professional Practices Committee and/or the Disciplinary Committee, as appropriate;

Complaint facts or matters coming to the attention of the Director General indicating that a Member of the Institute may have become liable to disciplinary action in accordance with Articles 12-18 (Disciplinary Powers) of the Articles of Association of the Institute;

Complainant a person who brings a Complaint;

Defendant a Member against whom a Complaint has been lodged;

Institute/CIPR the Chartered Institute of Public Relations;

Member a Member of the Institute at the time the matter complained about occurred.

Note: It is a condition of Membership that Members remain subject to disciplinary proceedings in relation to their professional activities during the period of their membership, even though they may subsequently have ceased to be Members.