Lack of learning and development holds any profession back. The Chartered Institute of Public Relations (CIPR), in its report ‘Unlocking The Potential of Public Relations – Developing Good Practice’, identifies lack of training as a roadblock for the PR profession.

It points to procurement practice, management skills at middle and senior levels and ethics in business as major areas in which training and learning are urgently required.

Many practitioners also lack the capability to be strategic counsellors, thereby failing the challenge of longer term strategic relationship management.

The suggested remedy? Significant investment in training and development.

silverFox customised learning and development programmes use this context to help people in the business meet the challenge to become better professionals.