Knowledge is power

Benefits of CPD for PR
Benefits of CPD (FYI - not the tree we killed)
What do Chateau Pavie Wine, pig farming and Marcel Duchamp's urinal all have in common? If you said they are all prizes in The Generation Game, you would only be half-right. The correct answer is that they are all wise investments. However, the best thing you could ever invest in is yourself. 

By Adam Steele

Continuing professional development (CPD) refers to the learning we undertake to enhance our working skill set. If you are part of a professional body, like the Chartered Institute of Public Relations (CIPR) or Chartered Institute of Marketing (CIM), these provide a basis for CPD learning and measurement.

There can be great monetary rewards from canny investments, but the benefits of continual self-investment can be far more incandescent. It sounds obvious, but the more you learn, the more attractive and valuable you are as an employee.

In the world of marketing and PR, roles and disciplines constantly change. New trends emerge, disruptive tactics affect the way we approach campaigns and best practice evolves. CPD is about developing your career adaptability and building the skills to meet tomorrow's challenges.

It's always good to branch out too and learn complementary skills. Let's say you're down to the last two in a job interview for a PR role. You both have the same amount of experience and your personalities are a good fit for the company culture. However, you have design experience. Who do you think gets the job? Obviously, it's not this black and white every time, but you get the point.

IT, graphic design and problem solving expertise are useful skills in most modern offices. They are common denominator skills in the workplace that are simple to learn, but will get you far in a wide variety of industries, from PR and marketing to and from HR to sales.

However, it's not just about developing practical skills. Emotional intelligence (EQ) is a big part of professional success as well. Previously thought of as something you either had an affinity for or didn't, EQ is now a highly desired skill set in any office.

At Stone Junction, we're firm believers that you learn something new every day. Last week we learned that Bonsai trees are far harder to take care of than regular office plants. That was £50 well spent.

In all seriousness, investing in yourself and taking an active approach to learning not only makes you a valuable asset to your company, but also helps you stand out from the crowd.

Knowledge really is power. Or, as the ancient Romans used to say “scientia potentia est”. It might be the knowledge that the urinal I mentioned in the first paragraph is actually a work of art or it might just be that you're a whizz at Google Analytics - the more you know, the more powerful you are.

At Stone Junction, we take CPD very seriously. With four CIPR members and two more on the verge of joining, we take great pride in keeping up with the latest PR and marketing industry trends. That is, when we are not creating them. If you would like to find out more about the disruptive practices set to take the PR world by storm, our CPD achievements or our latest award wins, get in touch on 01785 225416.


Stone Junction is a cool technical PR agency based in Stafford. We work for all sorts of businesses, with a particular focus on technology, technical and engineering companies. We like being sent cake and biscuits by clients, journalists and prospects.

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