This approach offers a number of insights.
In the first instance the members had elected to be members of the Institute and thereby show that they consider their work to be in Public Relations.
Secondly, the CIPR has accepted these members and thereby recognised their role as public relations practitioners.
In addition, the job title shows that, in the negotiation between the member and their employers as to what job title is acceptable between the member and the dominant coalition in their organisation, we gain an insight into the range of activities that are acceptable by employers as to the role of practitioners.
These descriptions are prefixed or suffixed to titles such as; director, manager, executive etc. With 75 distinct roles (excluding the academic organisation and student members) there would seem to be a diversity of practice which is far wider than the two reports published by CIPR (source: CIPR Web site). The practices identified using this methodology are as follows:
Campaigns & Projects
Comms & Organisation Development
Communications & New Media
Competition & Regulation
Conference & Event Producer
Consultation & Community Relations
Corporate Policy & Communication
Director of Information
Education & Learning
Global Brands PR Manager
Government & Economic Relations
Human Resources & Communications
Information & Networker
Issues & Reputation Management
Marketing & Comms
Marketing & Development
Marketing & Sales Support
Media & International Relations
Policy & Communications
Policy and Public Affairs
PR & Advertising
Press & Communications
Press & Public Relations
Product Communication & Advocacy
Product PR Communications
Public & Government Relations
Public Information & Marketing
Sales & Marketing
Strategy & Policy
This is not the same as the findings of The Centre for Economics and Business Research (CEBR) for the CIPR who undertook a survey of 692 members in mid summer 2005 (which found less than 25 forms of practice) and obviously the CIPR did not want to disclose what it thought PR was about (or what its members though PR was about by their very membership). This is of concern because the UK trade Association (CIPR) now has to decide who it will serve, and where it will recruit members and how it will represent the industry in the UK.