The importance of being excellent

The deadline for the Chartered Institute of Public Relations’ (CIPR) 2018 CPD calendar is the perfect opportunity to evaluate and highlight the importance of driving professional growth on both a personal and corporate level. Here, Casey Sleigh, account executive and brand-new addition to technical PR agency Stone Junction, explores the value of furthering your own professional development.

The Continuing Professional Development (CPD) certification service is an independent body working with many sectors to provide accreditation for their members. CPD is available across almost any sector such as, engineering, agriculture, medical and, of course, PR. CPD works alongside the Chartered Institute of Public Relations (CIPR) providing resources and activities to help members achieve accreditation and, eventually, chartership.

Participants are required to log 120 points, 60 a year for three years, to become an accredited public relations practitioner. Points are collected by attending training sessions, and conferences or any other activity related to your profession such as reading books, watching webinars or partaking in regional CIPR committee activities.

There are many reasons professionals use the CIPR CPD scheme to further their career. It provides opportunities to develop a variety of skills that might not be offered in the workplace, especially when most agencies rely on a self-driven, proactive atmosphere. It also highlights the dedication and commitment employees have for the role, not only making them more valuable to employers but clients as well.

“Working on the CIPR CPD has helped me easily identify areas of my skillset I want to improve, and find out how to do it,” explains Stone Junction senior account executive, Leah Elston-Thompson.

“So far it has helped me improve my networking skills, strategy planning and writing. Professional development is really important, I enjoy working on the CIPR CPD and hope to achieve chartership soon.”

There are currently seven CIPR accredited consultants in the team at Stone Junction, and out of the 273 chartered members in the UK, two of them can be found here.

So, if you’re looking for a team of highly skilled PR consultants to work with or to manage your next PR campaign, get in touch for more information about the skills and services we can offer at Stone Junction on +44 (0)1785 225416 or email


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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