When the black dog bites

This week (18-24 May) has been designated as Mental Health Week and – now more than ever – we’re aware of the importance of maintaining mental health, and recognising when we, or others, may be struggling.

The last CIPR State of the Profession survey revealed that 21% of public relations practitioners live with, or have previously lived with, a diagnosed mental health condition. Over half of those respondents said their work contributes highly to their diagnosis.

CIPR member Nic Wray shares some of the tips she has learned from her own experience with anxiety and depression.

As someone who has overcome serious mental health issues in the past and is ever-vigilant (not always successfully) for signs that my wellbeing is slipping, here’s some of the tips and techniques I’ve used over the last three decades to keep (mostly) happy and healthy.

Stay connected. When you’re feeling less than chipper, it’s tempting to become a hermit, and the current situation makes it very easy to avoid people. Reaching out doesn’t have to be a three hour Zoom call with all your extended family – it can be as easy as sending someone a funny meme, or a short text. Reading Twitter definitely counts, as long as you’ve curated your feed wisely. Mute and block, mute and block…

Talk about your worries. This can be the scary one. If you’re like me, there will lots of negative self-talk going on in the vein of “what makes my problems so important?” and “they’re going to think I’m a drama queen” but honestly, most people will be happy to listen. If it’s easier, when you start talking, say whether you just want to vent or whether you’re looking to bounce solutions around. If you really can’t face talking to someone you know, helplines do fantastic work. Samaritans is the best known, but CALM (for young men) and Mind are great, too.

Help others. When we can’t be kind to ourselves, we can generally be kind to other people, giving them our time, our support or our skills. Even at my lowest, I was able to volunteer for a couple of community groups. This was great not only for taking me out of myself, but building up my self-esteem and self-worth. What you do doesn’t have to be big – sharing a charity ask on social media, or checking on a neighbour are valuable too.

Get the right fuel. Some days this might mean a tub of Ben and Jerry’s, but that’s only a short term fix. Our physical health can have a big impact on how we feel, so I’m afraid the usual “healthy living” advice applies: well-balanced meals, drinking enough water, avoiding smoking and drugs, not drinking too much alcohol. But you don’t have to make too much effort –a tin of spaghetti hoops on wholemeal toast is healthy and even one of your “five a day”, apparently. Fruit juice, (bought) smoothies, soup or cereal are my go-tos when I’m down as they are low effort, and reasonably nutritious.

The E word. When you can barely lift your head from your pillow, the thought of exercise isn’t enticing. It’s not high on the list of fun things for me to do when I’m feeling fine to be honest, but I do know that a walk always makes me feel better. Especially when I really don’t want to go for one. The key here is finding an activity you enjoy, so that it doesn’t feel like a chore. My walking is usually combined with the online “treasure hunt” that is geocaching, to give me a goal to take a few more steps. Yoga is another favourite, although I usually go for the seated variety these days.

Get creative for fun. As communications and PR people, we’re used to conjuring up words, ideas or visuals on demand and to a deadline. And that does sometimes suck the joy out of creativity. I tend to choose an activity that switches the active part of my brain off, and I pick up something I can do effortlessly, leaving me free to focus mindfully on sensations such as touch, colour or repeated movements. I get this fulfilment through needles and thread or yarn, or by working in my garden, but activities such as baking, colouring in, completing jigsaws, building lego are other things to try.

Raindrops on roses. I probably spent too many rainy days as a child watching musicals on TV because both Maria in The Sound of Music and Anna in The King and I sang when they were afraid, and so do I. I sing incredibly badly, and sometimes I don’t even sing out loud, but mime theatrically. It’s impossible to cry while you are belting out your favourite upbeat numbers after the first few bars. A little dance is optional, but it ticks off something else on this list!

Professional help. There are times when you have to take stock and realise that you might need a little extra support, and the situation isn’t something you can deal with yourself. This is where the professionals come in. Your GP is the gatekeeper to NHS services and can prescribe medication to help you sleep or help your mood. Your employer may well have counselling provision available if you have an Employee Assistance Programme, and for CIPR members, the iprovision mental health hotline is available at no cost 24/7, 365 days a year.

The iprovision hotline is found here (you’ll need to log into your CIPR account).

More details about support via iprovision can be found here.

A global pandemic? That wasn’t on our conference checklist!

When we volunteered as co-organisers of this year’s Best PRactice Conference, which was due to take place this month, we did it a little apprehensively. Would we get a line up of speakers people wanted to hear from? Would we secure a great venue? Would we sell enough tickets? One thing we didn’t factor into those concerns was a global pandemic!

As we started to plan the event, our initial fears quickly dissipated; we immediately fell in love with the stunning, award-winning venue Storey’s Field Centre, and tickets started to sell like proverbial hot cakes as we brought together a diverse range of speakers to cover a diverse range of (what we thought at the time) hot topics, from fake news to personal brand, the latest in digital communications to change communications. Of course, these are still hot topics, but not necessarily in the way we viewed them back then.

When Covid-19 obliged us to postpone the conference, we kept in touch with our speakers and knew we’d made great choices when we saw the contribution they were making to Covid-19 communications. For example, monitoring and evaluation expert Jennifer Sanchis quickly showed her expertise in this area through her advice on  how communications experts might go about monitoring and evaluating crisis comms plans for Covid-19, while CIPR board member Trudy Lewis , who is lined up to talk about managing change communications,  couldn’t have been more spot on! It’s no surprise that Trudy is now calling for comms people to start looking forward and focus on what’s to come.  CIPR President Elect Mandy Pearse, who is due to open the conference, has written about how the need for professional PR has never been greater and Barney Brown, Head of Digital Communications at the University of Cambridge, has written a blog on how the need for a new digital strategy for the university is more critical than ever in these unusual times.

While some of our speakers can look at how communications professionals are meeting the challenges of Covid-19 and how they will be at the forefront of leading us out of it, others are already very much on the front line. Just think of the experiences that Alex Aiken, Head of Government Communications, and Lorna Mackinnon of Essex Police will be able to bring to our conference when it finally happens!

Even our venue has been doing us proud, putting itself in the ‘blue’ spotlight recently when it joined the #makeitblue campaign in support of key workers.  

So our Best Practice conference may have joined us in lockdown for now but, when the time comes, we remain confident that it will be more relevant than ever. A big thank you to the vast majority of  ticket-holders who have been happy to wait for it to be rescheduled and, to the rest of the East Anglia comms folk out there, get ready to join us for what promises to be a valuable opportunity to ensure you’re equipped to meet the challenges of a post-lockdown world.

Ruth Jackson and Judith Gaskell, CIPR East Anglia committee members

Coronavirus – stay alert to the risks of vague guidance

Stay Home. Protect the NHS. Save Lives.

Stay Alert. Control the virus. Save Lives.

The long-anticipated announcement from the Prime Minister regarding the next stage of the coronavirus outbreak has left nobody feeling any more certain.

In fact, it raised uncomfortable memories of the vague and conflicting messaging the week before lockdown began.

To paraphrase – ‘Try to socially distance. We’re not closing pubs and things, but we’re recommending they choose to close. You can go out if you want, but if you do it too much then we’ll stop you doing it. But we’re not stopping you right now, until you give us reason to.’

What we have seen in recent years is that people need imperatives – tangible instructions which can be clearly understood and therefore followed. Make America Great Again. Take Back Control. Here’s what we want to do, here’s what you’re contributing towards. Whether you agree with the content or not, it’s a strong message.

What people don’t need during this immensely challenging time is to feel like they’re making their own impossible decisions, potentially choosing between their career and their health. It was that level of personal freedom – or lack of clarity and leadership – in the early stages which set us back so far.

‘Stay Home’ is still a perfectly accurate instruction, there was no need to change it. There may now be more nuance around it, but there always was. Stay at home – UNLESS you’re a key worker. UNLESS you’re exercising. UNLESS you’re buying food. UNLESS you’re supporting others. For now, at least, there is only one more caveat to add – UNLESS you need to go to work because you can’t work from home.

‘Stay alert’ is so vague and broad as to be completely meaningless, and removing the prior ‘Stay Home’ message – in addition to changing the messaging colour scheme from a warning red and yellow to a cheerful yellow and green – will leave some to conclude that they simply don’t need to stay home any more. The regulations have been relaxed.

Encouraging people to avoid using public transport where possible is no help to those who have no other way of getting to work. Many people in rural communities or large metropolitan cities rely largely or entirely on bus, tram and tube services. We have already seen increased crowding on tubes in the aftermath of the announcement. The caveat ‘where possible’ is simply not enough.

Any announcement simply has to offer more answers than it generates questions, and that was not the case yesterday. This seems not to be a communications issue, but an issue with heeding the advice of communications professionals. A timely reminder that this outbreak will not be controlled solely within the spheres of health or the economy, but also by the ability of those in power to communicate this advice effectively.


The reality of furlough

Discombobulating – that’s what I call it. 

Last month, along with a few other colleagues, I was furloughed and found myself in a similar situation to many across the UK. It has been a rollercoaster of emotions, ranging from uncertainty and feeling I have lost my job, to be able to take a walk in the countryside each day, and doing things I’ve put off for ages and that I enjoy, as I don’t have work.

I am lucky to be without dependents or large overheads, but my main concern is not knowing what will happen at the end of furlough, especially now this has been extended to the end of June.

Some may think that this is the ideal situation: ‘What? You still get paid, but you don’t have to do any work?!’ but it comes with its demons. If you like what you do and are a social person who likes to be around people, it can be hard not to have daily contact with your team, and there is a worry about career progression.

Here are some things I have learnt from my experience in furlough, what I have been up to (or plan to get up to) and some tips for if you are feeling a little lost, like me.

  1. It’s not the end of the world

When I was first asked to be furloughed, I cried. I called my boyfriend and he reminded me of all the reasons why it will be fine. I cried because I felt like I was losing my job – I was told on a Monday, then I had the rest of Monday and Tuesday to hand all my work over to my colleagues. It happened quickly, so I could be furloughed from 1st April.

I was upset and scared because I didn’t fully understand what it meant (who knew what furlough meant before March 2020?) and that worried me. Now I understand it more and know what position I am in, it is not the end of the world. Take comfort in the fact that you still have a job and are getting paid some money, if not all of it.

I miss my colleagues and the work, and I do worry that I won’t have a job to go back to, but I am not my job. There are other things out there that will present themselves if I find myself in that position.

Some days are obviously harder than others – we are all at heightened anxiety right now – and we’re having to think more because we are not in our usual routines. Some days I feel full of energy and others I don’t, even if I haven’t done much. This is a strange time for everyone, you will not be at your ‘peak’ every day and you need to remember that. 

  1. Do things you enjoy

We may never get this time again, so don’t feel the need to bake up a storm or knit jumpers like all the celebs seem to be doing – focus on the things you enjoy.

Spend more time with your family or whoever you live with. If you live by yourself, take the opportunity to focus on yourself. Some people may struggle to be constantly on their own and all of our wellbeing may suffer, so try and use this time to learn about yourself and focus on your mental health. Put some time aside for things you enjoy or pick up new hobbies.

For instance, I have wanted to scrapbook my previous holidays for a couple of years and now I have the time to do it. I have and will be taking more time to declutter rooms ready to donate or recycle. I will be spending more time in the garden enjoying the sunshine and I will be cooking and baking more because I do enjoy it.

I will not rush any of these activities and I will not compare myself to other people on social media who look like they can ‘do it all’.

  1. Explore professionally developing yourself

Is there a course you have always wanted to do or something you have always wanted to learn more about? Furlough is a good opportunity to explore these courses. But remember – only do them if you have time AND inclination. It’s okay to not explore this, too.

I’m taking the opportunity to improve my writing skills for PR and marketing. I am also interested in learning more about other topics like SEO and photography.

  1. Volunteer, if you can

There will be many organisations who are struggling right now and not just food banks or shelters. If you would like to help the local community and are able to, I would highly recommend looking at your local area and contacting some charities to see if there is any way you can help.

Local councils have plenty of resources for those who can volunteer their time as well. You can donate food for food banks at supermarkets or you can donate money. For those that can donate their time and they are healthy, there will be something out there for you.

Knowing how much these organisations need help, one of the first things I did when furloughed was contact my local food bank to ask if they needed support, and they did. I help out when I can, monitoring their emails, social media and website. Every little helps. 

  1. Keep in touch

I enjoy what I do and who I work for, so being furloughed was upsetting because I wouldn’t have that daily contact with my team and colleagues.

I have found that I can just as easily keep in touch with everyone I want to via social media, messaging sites and online forums.

I’m joining virtual PR calls, like the CIPR East Anglia meetups that happen three times a month, so I can see and talk to other like minded people. I’m a very sociable person so I like to know how everyone is doing and just be with other people chatting and listening. I hope some others can relate to this.

Apps like Houseparty (other apps available) have been fun to play games with friends around the country.

  1. Have a Plan B

Even though there is every chance we’ll continue to keep our jobs by the time furlough ends, it is always a good idea to have your CV up to date and ready-to-go. This also ensures you take stock of what you have achieved and are ready if the undesirable happens.

This is a realistic and practical thing to do. Don’t see it as something to worry about; you are just being prepared.

  1. Get outside (once a day)

I ensure I get myself outside once a day for at least 30 minutes. I am lucky that I live in the countryside surrounded by fields and rivers and don’t see many people when I’m out. I also listen to my favourite podcasts whilst walking. 

Of course, this is harder for some, but trust me it helps. I have seen some great ways of making walks fun if you live in urban areas by enjoying the little things, the flowers in windows or growing up walls, the sky and the clouds, the way the birds sound, the cute or dramatic doorways, the walls, and the chimneys. Make use of this time, when you can.

Remember to be kind, to yourself and to others and we will get through this.

iProvision mental health hotline: 

Professional PR is at a premium

Guest blog by CIPR President Elect Mandy Pearse

The need for a professional PR has never been greater as we face the challenges of COVID-19. No matter which sector we work in the communications challenges have and will be great.

The initial stages of lockdown provided the opportunity for PR professionals to guide their organisations as they sought to rapidly move employees to working from home on a scale we have never seen before. For those still working the challenge has been to ensure that all employees understand the requirements for safe working. And alongside this internal communicators have had to develop with ICT colleagues new solutions for meeting via video conference and keeping a sense of organisational unity through closed social platforms.

The external challenge has been no less. Government PR teams have been working flat out to provide clear, consistent messaging at a UK wide level to ensure citizens know what is require. Local service providers in NHS, local government, care and transport have been working to communicate what services are available to support people, how to access them and organise local community responses.

For those PR freelancers and agencies working to help communicate their clients’ response to COVID-19 whether that be to reconfigure services to online alternatives or to explain that services will be halted until further notice it has been critical to ensure the reputation of their clients is managed through a professional PR response.

The contribution that professional communicators make to their organisations and clients has never been more recognised than now.

And for those who work freelance or in agencies where work has been hugely disrupted I say now is the time to stay strong. Your professional skills will be in demand again soon. If you can take the opportunity to access the CIPR’s free webinars and resources and consider if you can invest a small amount in developing your skills through virtual training.

We are starting to look to the world beyond lockdown and I have no doubt that PR professionals will have a key role in helping us all understand what the new normal will look like.

Get ready to move forward

Guest blog written by Trudy Lewis, communications consultant and executive coach, CIPR Board member and one of the speakers lined up for CIPR East Anglia’s postponed 2020 Best PRactice Conference. Now, she writes, is a good time for communications professionals to look forward and focus on what’s to come and what shape it might take.

In this time, one of the things that heavily stands out for me is the fact that this crisis we’re in will be over one day. The challenges to stay at home and concerns for loved ones and finances are at the forefront of our minds. It’s also been hard for those who have lost loved ones, and in some cases, it’s been overwhelming, but we will get through this and life will go on even if it might be wildly different.

Despite this, I can’t seem to shake the sense that we have to look forward – and we need to start doing that now (if we can). This might start with a quick review of how well we managed communications through the crisis. But the focus will be on what’s to come and what shape the future will take for our industry and how we support organisations.

Many in our industry have worked incredibly hard to support organisations with PR and communications to ensure employees and stakeholders continue to be engaged. Not an easy thing when, for many, no crisis plans were in place and very few expected to have to deal with a crisis of this magnitude. Practitioners are to be applauded for their hard work and resilience, stepping up to get the job done, and I’m sure, or hope, that it has been appreciated by the leaders of these organisations.

There are a few things to think about as we prepare for when the immediate crisis is over and we have to get back to a sort of ‘normal’. The strain on our economy and the response that many companies have had to take will most likely result in extreme change. And this is what we will have to manage for quite a while. For some companies this will mean becoming more efficient and innovative, while others it will adapt services, make changes to staffing and take flexibility to higher levels as they fully utilise technology.

As we support organisations with these changes, getting communications right will be critical to maintain the reputation of the organisation or leadership both internally and externally. Here are a few things to consider that we as communicators will no doubt need to drive in the months to come.

  • Work in partnership and develop relationships: Always aim to work closely with other key departments. This means building relationships and supporting HR, IT and key members of the senior leadership team. Make it clear that you are committed to collaborate to engage employees effectively.
  • Listen: Develop your listening skills as an approach to engage with leaders to fully understand the challenges faced so you can support them effectively. This along with good questioning will give your leaders confidence to engage with you for advice and guidance.
  • Develop business acumen: This is especially needed at this time, gain an understanding of the industry and economic issues being faced by the organisation and your leaders. It will help to position you as a knowledgeable and trusted adviser.

It’s important to remember that we are a time when internal and external communications have converged and in so many ways. Messages, especially to employees, should always be shared internally first. The worse thing would be to damage internal reputation and trust by not being mindful that news about changes should be shared with those impacted before it appears in a press release. Now more than ever I believe the communications we develop needs to be clear, honest and considerate of its audience.

So, despite the challenge of this time, I hope you will take a bit of time to think beyond this moment and prepare yourself by looking after your well-being and positioning yourself for change.

Remote Networking: Relationship Building In the Time of Coronavirus

Guest blog written by Raheela Rehman – Chair of Cambridge Association for Women in Science and Engineering

For some, the social interaction of networking is an opportunity to thrive, but for others it is akin to an annual dental check-up. Regardless of your profession, industry or background, the power of professional networking on your career cannot be overstated. It is a necessity in your success for more business opportunities, broader knowledge, interdisciplinary collaborations, increased capacity for innovation, improved employment perspectives and essential for career development and progression.

Networks exist everywhere, from formal workplaces to informal meetings e.g. gym classes. The good news is that anyone can create a network. The current coronavirus pandemic has meant face-to-face industry networking events and conferences are for the time being on hold. This increases creative ways of connecting and developing new relationships online. For those who were already working from home, the landscape too has changed. The chance to pop into the office, if you have one, for a face-to-face meeting or grab a coffee with your connection at the newly opened swanky café, at the moment is not an option.

Remote networking has all the rules of traditional networking in-person. In the same way, show generosity and extend yourself to help others before asking for support yourself.

1. (Re)connect

Now is a time to reconnect and touch base with existing contacts. These include former work colleagues, dormant contacts, those from your alma maters and previous club memberships. For many, it is a welcome interaction and a break away from their daily routine. Your shared history is a great starting point to build on your relationships, both personal and professional.

2. LinkedIn

LinkedIn provides numerous groups for various job fields, locations and personal interests. Join relevant groups and participate in forums and discussions. Through regular interaction you will find your natural new connections.

3. Ramp up visibility

Build your visibility to maintain your existing networks and to reach out to new potential connections. Are members of your online networks facing a challenge – explore how you can share your expertise. This too should come from a place genuinely wishing to help, not from that which you only take away.

One of the risks of working from home is the reduced contact with colleagues and becoming invisible to your team. Generate your own “photocopier” moments, where you informally catch up (I don’t have a water-cooler…), share your day, personal experiences or create an informal team online platform thread where you can celebrate birthdays, post photos of pets or your hobby.

Why not increase your visibility and write a blog for CamAWiSE or share your profile in our “Women in STEMM series” – email Rukshana Jaman (CamAWiSE Coordinator,

4. Be intentional

It can be easy to let building relationships fall by the wayside, when working from home, juggling additional responsibilities and settling into a new routine. Networking requires a proactive approach. Be intentional in supporting activities you believe in. Interact by email, social media, webinars, online group chats or whichever technology feels most comfortable to you. It is worth noting the old adage of quality over quantity, intentional connections will be deeper.

5. Diversify your network

We are creatures of habit and tend to stick with familiarity. The benefit of a broader network of knowledgeable connections, varying backgrounds, different sectors outweigh the awkwardness of taking that first step. Reflect on your current network and get out of your comfort zone.


To build and maintain your network, nurture relationships and effectively follow-up, as it is an ongoing process. While we work from home in these times, an open mind and positive outlook can be a catalyst in developing relationships. It lays the foundation for future growth for when the pandemic comes to an end, and with people you may do business within the future.

Coronavirus: How can you best work remotely?


Ahead of any potential coronavirus outbreak restrictions, many organisations are making contingency plans to encourage staff to work from home. Thousands of people already do this on a regular or occasional basis, but what if it’s something you have never done before?

Nic Wray – who has worked remotely for the charity the British Tinnitus Association for the last five years – gives her top tips for not just surviving, but thriving if you unexpectedly get thrust into this situation.

  1. Get organised

Now is probably a good time to make sure that you have all that you need to be able to work from home – a laptop might only be the start of it. What about printing? Access to shared files? What’s your WiFi router password?

A separate workspace is going to be more important too, so that you can easily start – and end – your day. Don’t under-estimate the power of closing a door on your work. A discrete space with a desk and office chair, if you can manage it, will also be better for you – dining chairs or sofas are great for the odd day, but will get uncomfortable for longer periods.


  1. Set realistic goals

A lot of people say “I get so much more done when I work from home” and that may well be the case for you. But be realistic with what you can achieve. You don’t have to demonstrate you’re superhuman, churning out work non-stop, to prove yourself just because you’re out of sight.

Make sure your goals are clear and devise a plan to achieve them, but follow the tempo of your office-based work where you can.

  1. Respect your work/life balance

It can be really difficult when working from home to switch off, especially if your laptop and phone are always on hand. This for me is a harder problem than ignoring other distractions, such as the lure of daytime TV, loading the dishwasher or making endless cups of tea. Try to stick to your usual office start and finish times and take a proper break in the middle of the day. A 20 minute breathing space on the sofa feels luxurious and you can return to work cheerfully.


  1. Look after your well-being

As well as making sure your work space is comfortable, make sure you’re looking after your mental and physical wellbeing. Unless you are having to self-isolate, get out of the house every day – in daylight – even if it’s just a walk around the block. Working from home is a great opportunity to have something other than a sandwich for lunch, too.

One of the drawbacks of working from home is the lack of opportunity to have a bit of social chitchat or support from colleagues. The little things really do mean a lot – the offer of tea, a shared smile when a task is signed off, even the accountant’s bad jokes. If you can, make sure you have more interaction with friends and family, or find a local meet up. If social time is restricted due to quarantine or self-isolation, make sure you spend at least a little time every day doing something you love (that’s not your job).

  1. Communicate

Set expectations now for how to communicate, and when you check in with your team and line managers. There’s no hard and fast rules here, it’s working out what feels comfortable and realistic.

Although I use email a lot, as does everyone, I probably use the phone more than when I was office based – it helps keep the feeling of connection with the team, but it also helps with my mental well-being too.

And finally, one top tip from my friend Liz Dexter of LibroEditing, who also works from home gave me when I started working remotely – wash up and reuse your mug! Do not use all the mugs in the house…

What would be your top tips for a new homeworker? Have you got any advice to become more effective when working remotely?


For more information on handling communication around coronavirus in your organisation, see the Local Public Services Communications advice here and check out Stephen Waddington’s latest blog on Influence.

Photo by Agnieszka Boeske  and Madison Nickel on Unsplash

How to make Twitter rows a storm in a teacup

It seems somewhat ironic that one of the very staples of British civility and relaxation is generating so much, well, hot water.

Less than six weeks ago, the dubiously-named Blue Monday was turned into ‘Brew Monday’ to encourage people to reach out to one another over a nice cuppa. In an era of adversarial discourse, where it’s getting increasingly difficult to truly talk, tea was bringing the nation back together.

Little did we know, however, that tea itself was about to be cancelled.

Chancellor Rishi Sunak (and MP for Richmond, North Yorkshire) tweeted a photo of himself holding a large sack of Yorkshire Tea and Twitter, somewhat predictably, went berserk.

Any of us who’ve ever worked in a press office would have felt an instant pain of solidarity for the Yorkshire Tea social media team: like their teabags, thrust into an boiling environment and forced to stew in it while feeling the energy slowly sap out of you.

Fortunately for Yorkshire Tea, and for everyone with common sense everywhere, their social media team have pitched their response perfectly – owning the narrative with confidence, charm and class.

Here’s a four-point plan of how to deal with a social media crisis, Yorkshire Tea-style:

1. Don’t be paralysed by fear. Look at the amount of tweets and replies Yorkshire Tea have sent since this ‘scandal’ began. They quickly addressed accusations of paid product placement and political bias, and efficiently shut down the criticisms at source.

2. Remain on-brand. Yorkshire Tea have built up a large and engaged Twitter audience, largely due to their colloquial, humorous and irreverent tone of voice. Many companies have reverted to an overly-corporate rebuttal in a time of crisis; Yorkshire Tea recognised the value of brand consistency, kept calm and carried on.

3. Be human. Despite rumours to the contrary, not ALL Twitter accounts are run by bots. No, honestly. By acknowledging the fact that their platform is run by real people with feelings, Yorkshire Tea have allowed users to empathise with them in a really genuine, relatable manner. As they themselves tweeted: “for anyone about to vent their rage online, even to a company – please remember there’s a human on the other end of it, and try to be kind.”

4. Remember you can’t please everyone. The infamous “Sue, you’re shouting at tea” has generated mixed feelings, and it’s easy to see both sides. While the vitriol that ‘Sue’ has received in the aftermath of this tweet is completely unacceptable, Yorkshire Tea can’t be held responsible for defending their position and humorously trivialising the subject matter. If everyone remembered to #BeKind, as they suggested in the very same tweet, then this would have all been a storm in a teacup (sorry).

James Hyde

Why get Chartered?

By Liz Fullick, Chart.PR MCIPR

I’m frequently asked if it’s worth doing the assessment to achieve Chartered status, to which I always answer yes. The supplementary question is inevitably about how difficult it is, which is predominantly what I want to tackle here.

It’s robust, rigorous and challenging, which is one of the many reasons it’s worth doing, and probably the main reason people are put off.

The CIPR describes Chartership as the highest level of professional accreditation it can confer on practitioners who meet the ‘required standard of professional distinction’.

Distinction and excellence is what it’s all about. As PR professionals we should be prepared to give our best at all times, and being chartered is one of the ways we can help demonstrate that.

It’s right to feel a degree of nervousness and trepidation. At the assessment you stand before your peers and demonstrate your integrity, leadership, and strategic understanding, in a friendly and relatively informal setting. But it’s not an exam – it’s evidence of you in context, your moral compass, how you practice, what you bring to the table.

Being assessed by peers for me is the most valuable part of the exercise, and the most daunting. Validation from those we admire and respect is much worthier than any sort of laurel from those without understanding of our roles and challenges.

This is an opportunity for self-reflection, on the day and generally. The assessment judges us on ethics, leadership and strategy, the dilemmas they present and how we approach them. Just as in our day jobs we get out as much as we put in, so too with the assessment. We should always be prepared to share our views, to discuss and at times to challenge, whether at work, in network meetings or being assessed for Chartership. One of the great things about the day is getting to hear from peers working in other sectors and industries, their experiences and ideas.

Therefore, it is right that the assessment is rigorous and you should be nervous going into it, because I am assuming you take your role seriously, give your best self with professionalism and integrity and taking an easy option would not be in your DNA. You’re a member of the CIPR and you’ve completed at least the minimum number of annual CPD cycles, which I feel is already evidence of self-reflection and development,
and therefore puts you well on your way to Chartership.

The formal assessment ends with a peer review of a two-year CPD plan, which though not formally assessed, is a crucial make or break element and two of your fellow practitioners will have to sign it and commit you to it.

You find out on the day if you’ve made the grade. Then you can wear it as a badge of honour to demonstrate you’ve attained a gold standard within your industry, and that you’re prepared to maintain that in your everyday practice. It is not a hurdle to overcome and forget about, but then we’ve already established that you are a thinker and someone for whom self and career development are important.

Is it difficult? Yes, but well worth the effort. It’s a benchmark that will help reassure employers that you practice to the highest standards, and will help enhance your career prospects as you progress. I wholeheartedly recommend you go for it. Good luck!

Got questions? Want to hear from two other Chartered PR Practitioners in East Anglia? Join this free webinar on 10 March.