As CPRS celebrated its 70th anniversary, we took the opportunity to look back on seven decades to see how far we’ve come and to look forward to help shape our future to meet the changing needs of our profession. This reflection has sparked a dynamic national conversation with thought leaders about the future of public relations and communications management.
We began with The Elevation of Public Relations white paper. It identifies seven interconnected megatrends shaping public relations and communications management today. It goes on to consider the actual implications of these megatrends and to introduce specific imperatives for CPRS.
The work of the Future of CPRS Committee took our exploration one step further. Their findings were gleaned from consultations with close to 1,000 professionals – at the 2017 Kelowna conference, through focus sessions and then through the largest survey in CPRS history. This deep dive asked members to look closely at the industry’s challenges and opportunities - and even rank the trends in terms of their impact on day-to-day work. The committee also challenged members to define themselves and their place in CPRS. The resulting Strategic Framework brings it all together.
In May of 2018, the Strategic Planning Task Force reached out once more to close to 50 CPRS members, including the National Board, committee and council chairs, Presidents’ Council and local society executives, as well as CPRS’s association management team. This pulse check confirmed the Strategic Framework findings, but it also helped us to learn more about what members are looking for in their professional association. This Strategic Plan to 2021 was developed during a time of transition for CPRS. The CPRS Board of Directors is accountable for confirming these priorities, the annual work plans and related metrics. The result is an actionable approach to help meet these needs during a time of significant change.
We believe that the ethical and strategic practice of public relations and communications management makes a positive contribution to the profession, our employers and to the communities we serve. As members of CPRS, we are committed to the following values: