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1、The Value of ChartershipReportApril 2022A study into the growing importance of chartership and CPD in the public relations and marketing industries.2The Value of Chartership1.IntroductionThe professions particularly those in professional and business services have been facing several threats in rece

2、nt years.At a time when automation continues to encroach on skilled roles,the rise of populism,fuelled by social media,has seen a denigration of experts and low levels of trust.In early 2020 the Professional Association Research Network(PARN)published their Perceptions of Professionalism report expl

3、oring what the public thinks of professionals and how professionals in different industries view each other.It found low levels of public trust across all professions including doctors(24%),accountants(22%),lawyers(16%),and engineers(15%).Public relations practitioners had a trustworthiness score of

4、 11%.Most industries saw these figures rise when fellow professionals were asked to rate the trustworthiness of those in other professions including doctors(35%),accountants(27%),lawyers(19%),and engineers(20%).The figure for PR professionals dropped to 8%.A separate study of trust in the profession

5、s from 2016 found only 3%of the public consider marketers to be trustworthy.The impact of a lack of trust goes beyond business performance.PARN defines the aim of a professional body as“to maintain and develop professionalism,thereby securing high quality professional services for society”.Society c

6、an only benefit from those who have dedicated themselves to developing their expertise if they are trusted.The public are clear about how this can be addressed.3The Value of Chartership1.IntroductionThe PARN report finds two-thirds(65%)would trust a professional more if they knew they were a member