2024 was a year of seismic global shifts, with half the world’s population heading to the polls, alongside deepening societal divisions and financial pressures forcing businesses - including PR agencies and in-house teams - to tighten budgets and reduce headcounts. Rarely has the environment in which we have operated been more complex, and in times like these, the role of ethical, professional public relations has never been more important.
Against this backdrop, the CIPR remained focused on strengthening our profession and ensuring that PR practitioners were equipped to successfully navigate uncertainty. We modernised our governance, sharpened our advocacy, and delivered research that told the real story of what it means to work in PR.
A major milestone was our first governance review in a decade. Change is never simple, but it was essential. More than 90% of our members backed the proposed updates to our By-laws, a resounding endorsement of our ambition to be a more accountable, transparent, and forward-looking organisation. The appointment of The Rt Hon Dame Maria Miller as our first Independent Chair of the Board marked a critical step in this journey.
As political and societal debates grew more polarised, ethical lobbying became even more important. The 10th anniversary of the Lobbying Act gave us the opportunity to push for long-overdue reform. Our Failure by Design report and anniversary survey found that 86% of lobbyists wanted greater transparency - a clear indication that the system was failing the very people working within it. Through our Lobbying for Good Lobbying campaign, we amplified the voices of those calling for a lobbying system that serves the public good.
Our research provided an unfiltered view of the profession. The PR Population Report used ONS Census data to produce the most accurate picture yet of PR’s workforce, revealing persistent gender inequalities at senior levels. Meanwhile, our State of the Profession 2024 report delivered mixed news - the gender pay gap narrowed to its lowest recorded level, but disparities in access to training, particularly for ethnic minority practitioners, remained a major concern. These insights weren’t just statistics; they provided the foundation for the change we needed to drive.
Despite economic pressures, over 300 professionals came together for our ‘Changing Politics’ Annual Conference, where we explored the forces reshaping PR. From AI to stakeholder trust, the event highlighted both the challenges and opportunities ahead - and reinforced the vital role that communications professionals play in shaping narratives in an era of rapid change.
Through all of this, one thing remained constant: the dedication of our members, volunteers, and staff. The world around us was shifting, but the values that defined good PR - ethics, transparency, professionalism - were unwavering. As we moved forward, the CIPR’s mission was clear: to support, to challenge, and to lead. And we did.
Rachael Clamp Chart.PR FCIPR
President, Chartered Institute of Public Relations
In 2019, in consultation with members, the CIPR developed a new five-year strategy. 2024 was the fifth and final year in which our work was planned and delivered as part of that strategy.
This report is structured around the four key areas of work set out in that strategy.
To create a better understanding of the standards and services that public relations professionals can offer.
To ensure that our members have timely access to the most up-to-date resources to take their professional practice forward.
To create a streamlined professional development pathway focused on Chartered Practitioner status.
To create the best and most valuable community that practitioners will want to be a part of and contribute to.
In 2024, we completed work on our next five-year strategy that will take us from 2025-2029.
AI tools were used to assist in drafting portions of this annual report, helping to structure content and maintain consistency with our established reporting format. All information, analysis, and conclusions remain subject to human editorial oversight and approval.
We work hard to advocate on behalf of the profession, sharing our key messages in trade and national press on topics including ethical lobbying, AI in PR, and the value of PR and communication experience at the board level. Here are some examples from 2024 of the ways we’ve done just that:
In February, The Independent covered the results of our survey of lobbyists, which revealed 86% of practitioners want increased transparency in lobbying. CIPR President Rachael Clamp commented that the profession's reputation risks being "tarnished by a never-ending string of scandals."
In an exclusive interview with HuffPost UK, our CEO Alastair McCapra discussed how strengthening parliamentary transparency could provide Labour with an opportunity to rebuild public trust. Drawing on our polling of lobbyists in 2023, which revealed widespread concern about current lobbying regulations, Alastair outlined why swift action on reform is essential.
Read more in the Huffington Post
In May, we spotlighted the rise of deceptive political campaigning in the era of social media. Alastair argued for stronger regulation of election materials to match the standards imposed on business communications and emphasised that protecting the integrity of democracy requires higher standards in political communications.
In November, Alastair called on the Labour government to prioritise lobbying reform, showing how a litany of communications missteps in Labour’s early days in power threatened to undermine public trust in politics.
In April, Alastair defended the essential role of public sector communications, responding to criticism from the government about health comms spending. Alastair highlighted that “PR is not about spinning news or publicity [but] is essential in supporting frontline services and helping to protect and save lives”.
In June, Alastair contributed an opinion piece to the European Financial Review examining the ethical implications of reputation washing. Alastair highlighted the critical difference between legitimate reputation management and deceptive practices, noting that "you can't communicate your way out of a crisis you behaved your way into."
Read more in the European Financial Review
Lobbying is a force for good but, when it is perceived to be done unethically and in a way that disproportionately benefits the wealthy and powerful, it damages trust in our political institutions and businesses.
In February, we marked the tenth anniversary of the 2014 Transparency of Lobbying, Non-Party Campaigners and Trade Union Administration Act (The Lobbying Act) by renewing our calls for reform of UK lobbying regulations.
We conducted a survey of nearly 250 UK lobbyists and public relations professionals, revealing widespread dissatisfaction with the current regulatory framework.
86% of survey respondents believed that there should be greater transparency around lobbying of Westminster politicians and 88% said recent scandals have affected public trust in politics.
The findings reinforced what we have long maintained - that the current Act contains significant loopholes and exemptions that leave the majority of lobbying activity outside its scope. This undermines public confidence in a vital and legitimate part of the democratic process. As we approached a general election, we emphasised that lobbying reform must remain a priority on the political agenda, as it directly impacts public trust in parliamentary representatives and the democratic process itself.
We will continue to advocate for meaningful reform that increases transparency and rebuilds confidence in lobbying as a force for positive change. This work remains central to our mission of promoting ethical and effective public relations.
“We have a dedicated and hardworking regulator in ORCL, but one that has ultimately been asked to catch smoke with its bare hands. The Lobbying Act was meant to shine a light of transparency on UK politics, but our research reveals conclusively that it actually keeps the vast majority of lobbying from public view.”
CIPR CEO, Alastair McCapra
In June, as part of our ongoing commitment to improving trust and transparency in lobbying, we published ‘Failure by Design’, an analysis of the Lobbying Act's effectiveness after its first decade in law.
The research looked at 53 investigations into suspected unregistered lobbying activity and found that in 96% of investigated cases, there was no requirement to register the communication in question. In the three cases where a civil penalty was issued, the combined total was just £3,180.
The findings demonstrate just how much the lobbying watchdog has been let down by the Act and raises important questions we will continue to pursue about whether the Office of the Registrar of Consultant Lobbyists (ORCL) has the tools it needs to effectively police the lobbying of Westminster.
In August, following the general election, we intensified our efforts to promote reform by directly engaging with parliamentarians. Working in partnership with PolicyMogul, we provided all MPs with updated guidance on professional lobbying through our "Guide to Professional Lobbying" booklet and an accompanying poster outlining key behaviours to expect from professional lobbyists.
This practical resource helps parliamentarians understand what constitutes ethical lobbying practice and supports our broader campaign goals of increasing transparency and rebuilding trust in politics. To reinforce these messages, we hosted an event in Parliament bringing together MPs, Lords, and their staff to discuss best practice in lobbying engagement.
Our Diversity and Inclusion Network (DIN) completed its five-part EDI guide series, publishing the last instalment focused on disability allyship and advocacy. The guide, authored by Sara Thornhurst Chart.PR, MCIPR and Vickie Cox MCIPR, offers practical strategies for supporting colleagues and driving tangible change in the PR industry.
The complete five-part series covers:
"While social media can amplify criticism and raise awareness of a crisis, it also offers exciting communication opportunities for those who are well-prepared with a solid plan."
Felix Östman, Guide Editorial Director
In October, our Crisis Communications Network launched their second best-practice guide. 'Crisis Communication and Social Media' combines real-world case studies with expert insights on everything from AI-powered analytics, monitoring public sentiment, and tackling disinformation across digital platforms to empower PR professionals with the tools they need to bridge the gap between traditional crisis management and a constantly evolving social media landscape.
Download the Crisis Comms and Social Media guide
"This year's survey clearly highlights that, depending on the type of organisation you work for, working in PR looks very different from professional to professional. While our function is clearly respected and valued, the challenging working environment cannot be ignored."
Rachael Clamp Chart.PR FCIPR, 2024 CIPR President
Our State of the Profession report returned in September for the first time since 2022 with record participation, as over 2,000 PR professionals provided comprehensive insights into the current state of public relations practice. The landmark research revealed both progress and ongoing challenges facing our industry.
The report highlighted the impact of economic pressures on PR practice, with average salaries falling by over £3,000 since 2022. There have been signs of progress in other areas, with the gender pay gap narrowing to its lowest figure ever, £3,894 (down from £7,074 in 2022). But the research also uncovered concerning disparities in access to training and development opportunities between practitioners of different ethnic backgrounds.
The CIPR will continue to use these findings to inform our ongoing work to support members while addressing the important issues of equity and access across the profession.
Read State of the Profession 2024
In March, we published the fourth edition of our Business Leaders Survey, providing crucial insights into how UK businesses approach public relations and reputation management. Conducted in partnership with global market research agency – 3Gem - the survey polled 300 C-Level Managers and Directors about their organisation’s PR functions and future demand for PR services.
It found that whilst reputational risk ranks amongst the top five concerns for most business leaders, many organisations still lack the means to manage it effectively.
Read the January-March Business Leaders Survey
“The awards ceremony was a true celebration of the exceptional talent within the PR industry [and] demonstrated the remarkable impact that effective, ethical, and innovative public relations can have on businesses, clients, and society. In these times, when clear, creative, and impactful communication is more important than ever, it's inspiring to see such dedication and expertise to this craft.”
CIPR President Rachael Clamp Chart.PR FCIPR
The CIPR Excellence Awards marked their 40th anniversary in 2024, celebrating four decades of outstanding achievement in public relations. The milestone year saw 132 organisations compete across 30 categories, including a new Beauty, Fashion and Lifestyle Campaign category, showcasing the breadth and evolution of modern PR practice.
Over 500 PR professionals joined host Jason Mohammad at the Royal Lancaster London for an evening that highlighted the industry's creativity and strategic excellence.
For the fourth successive year, our Research Fund awarded grants of up to £2,000 to CIPR members conducting independent research into the PR industry. The Fund continued to support members in exploring wider themes impacting the profession, with five research projects funded in 2024.
The research covered diverse topics and included papers on:
As part of this year's programme, successful applicants were also offered access to CIPR training courses to support their research skills.
Read the latest Research from the Fund
In November, more than 300 PR and business professionals gathered at London’s County Hall for our annual conference – Changing Politics. The event explored the relationship between public relations and politics in a year when almost half the world’s population took part in national elections.
We hosted an array of speakers including Clive Myrie (Broadcaster and Journalist), Juergen Maier (Chair of GB Energy), Iain Anderson (Founder of H/Advisors Cicero), Tilly McAuliffe (Party Treasurer of the Liberal Democrats), Peter Heneghan (Chief Digital Communication for the UK Government), Stephen McPartland (Former Conservative Minister) and many others.
2024 marked another significant milestone for our Chartered assessment programme. We proudly welcomed 128 new Chartered practitioners, bringing our total number of Chartered PR professionals to 773.
Congratulations to all our members who became Chartered in 2024:
In May, we expanded our on-demand learning platform by adding three new modules to our EDI training series, bringing the total to seven detailed modules. Available free to all members, these 'Mix & Match' modules allow practitioners to create customised learning pathways across seven key topics:
Learn more about on-demand training
2024 saw the launch of our new Careers in Public Relations Hub, an online resource designed to support both newcomers to the profession and organisations developing junior talent. The platform addresses industry-wide recruitment challenges with 75% of in-house practitioners and 60% of agency professionals reporting difficulties filling vacant roles.
The Hub offers practical resources, including career case studies, sector insights, and professional development webinars, creating a valuable pathway for those entering public relations while supporting employers in talent development.
In 2024, we established a strategic partnership with the Institute of Public Relations and Communication Zimbabwe (IPRCZ), strengthening our commitment to advancing PR excellence worldwide.
This collaboration creates new opportunities for knowledge sharing and professional development between our organisations. IPRCZ members now have streamlined access to CIPR membership and Chartership assessments, while practitioners in both organisations benefit from joint training programmes and expanded networking possibilities.
We will continue to work in line with our Royal Charter to promote ethical and professional public relations practice globally, and these international relationships position us to promote the highest professional public relations standards worldwide.
In 2024, our membership community grew by over 500 members. A large proportion of this growth was made up of organisations joining us as Corporate Affiliate members.
51 organisations joined the CIPR as Corporate Affiliate members in 2024, with our latest members spanning industries from energy, housing and healthcare to life sciences and education.
Honorary Fellowships are granted by the Board of Directors in recognition of exceptionally outstanding services to the Institute and the development of the public relations profession.
In 2024, we recognised six new Honorary Fellows:
Learn more about 2024’s new Honorary Fellows
In April, we awarded Fellowships to five practitioners for their outstanding contribution to the profession and the Institute. As ambassadors for the CIPR, Fellows drive forward our values of a commitment to lifelong learning, professionalism, and ethical practice.
Later in the year in October, our Fellows joined together at The Gherkin for an afternoon of networking with a backdrop of stunning views across London.
Congratulations to the members awarded Fellowships in 2024:
Find out more about Fellowship
We founded the Sir Stephen Tallents' Medal in 1984 and award it at the discretion of the President to recognise exceptional achievement in public relations practice by a CIPR member. Sir Stephen was the Institute’s first President in 1948-1949.
The 2024 Sir Stephen Tallents' Medal was awarded at our Annual Conference to Iain Anderson, Founder and Chair of H/Advisors Cicero. Iain Anderson is former Chairman of the Association of Professional Political Consultants and a past Chairman of the CIPR Public Affairs group. In the awarding of this medal, President Rachael Clamp noted Iain's "distinguished career in public relations and his significant contribution to driving positive change and high standards in public affairs".
Read more about the Conference
2024 marked a significant milestone in the CIPR’s organisational development as we launched our first governance review in over a decade. This comprehensive consultation aimed to ensure our governing framework remained fit for purpose and aligned with our strategic objectives.
A key driver of the consultation was to ensure our governance structure became more diverse, open, and inclusive of our wider membership and volunteer base. The review reinforced that modernising our governance framework was essential for the CIPR's continued evolution as a representative professional body that leads by example in diversity and inclusion.
The review focused on four key areas:
We engaged directly with members through a consultation survey, seeking diverse perspectives on our proposed changes.
Members voted overwhelmingly in favour of the proposed changes, and the Privy Council approved and confirmed our new By-laws via a signed and sealed Order on the 10 October.
Learn more about our governance review
Following our governance review and subsequent restructuring of the CIPR Board in 2024, the Rt Hon Dame Maria Miller was announced as the Institute's first Independent Chair of the Board.
Dame Maria brings over 20 years' experience in advertising, marketing and public relations, alongside 19 years as an MP, Government Minister, and Select Committee Chair.
Dame Maria commenced her role in January 2025, focusing on talent development, digital regulation and responsible AI implementation across the PR industry.
Learn more about our Independent Chair
“The report’s findings capture an interesting snapshot of public relation’s demographic background. While the industry’s strides since the Census data was collected must be celebrated, the report only confirms the sector must continue to provide equal opportunities for all.”
CIPR President 2024, Rachael Clamp Chart.PR
In February, we published the most accurate study of the public relations profession to date, providing unique and unparalleled insight into PR’s diversity, employment patterns, and demographic shifts.
The PR Population Report is the first published analysis of ONS Census 2021 data related exclusively to PR practitioners in England and Wales. It found a population of some 63,500 PR professionals and sheds new light on the industry’s size, scope, and trends.
A key finding from the report is the gendered disparity at higher levels of seniority. While the majority of the industry is female (60% female vs 40% male), that figure reverses at senior levels with 46% of female practitioners holding director level roles as opposed to 54% of males, suggesting that the profession may be ‘aging’ women out of their roles prematurely and failing to provide them the support they need throughout the whole of their careers.
Download the PR Population Report
In April, we transformed our award-winning Influence magazine into a weekly format with new member-exclusive content written by leading journalists now delivered to members’ inboxes every Friday.
The digital publication provides thought-leadership pieces, insights on news and world events, as well as practical tips and reviews to help PR professionals stay informed on the latest industry trends.
"We know that change doesn't happen overnight, but it takes every one of us to have, at times, difficult conversations, to help shift the dial. As a result of the programme, we have seen companies change how they approach recruitment or career development opportunities – these are practical actions that will make a difference."
Avril Lee MCIPR, Chair of the CIPR Diversity and Inclusion Network
In May, we launched our third BME Reverse Mentoring Scheme, delivered in partnership with the Taylor Bennett Foundation, and were delighted to see the programme secure gold in the Not-for-Profit Campaign of the Year category at The Pros Awards 2024. The initiative, now in its third year, pairs senior agency and in-house leaders with PR professionals from Black, Asian, and minority ethnic backgrounds to drive meaningful change in industry representation.
The 2024 cohort expanded the programme's reach, with participants from leading organisations including Team Lewis, Clifford Chance, Golin, and the Ministry of Justice. Throughout the 10-month programme, participants exchange insights and experiences to inspire fresh perspectives on how organisations tackle equity, diversity, and inclusion challenges at every level.
Read more about the Reverse Mentoring Scheme
Our annual mental health research delivered in partnership with the PRCA and Opinium revealed both progress and ongoing challenges in 2024. The study found an increase in diagnosed mental health conditions among PR professionals, rising from 25% to 33%, while 91% reported experiencing poor mental health in the past year - significantly higher than the general UK workforce (63%).
The research highlighted the evolution of working practices, with office-based work dropping from 70% pre-pandemic to just 9%. While hybrid working has brought benefits, with 81% reporting better work-life balance, workplace stress remains a persistent challenge. Three in ten professionals rate their stress levels as high (8-10 out of 10), a figure that has remained stable since 2021.
Key findings:
Download the 23/24 Wellbeing Audit
In 2024, we launched our Agency & Client Finder service, a new initiative designed to match organisations seeking PR support with agencies from our Corporate Affiliate network. The service streamlines the agency selection process by aligning client needs and objectives with suitable agencies from our network of Corporate Affiliate members, all of whom operate under the CIPR's Code of Conduct and maintain the highest professional standards.
This innovative platform delivers value on two fronts: creating valuable business opportunities for our agency members while helping organisations and in-house teams efficiently connect with trusted PR partners, significantly simplifying what can often be a complex and time-consuming search process. 16 briefs were shared by the end of the year.
Visit the Agency & Client Finder
Our volunteer-led national, regional, sector groups, and special interest networks continued to address the needs of members throughout the year with events, research and partnerships.
We maintained our Carbon Neutral status in 2024, continuing our partnership with Carbon Neutral Britain (CNB) - the UK's leading Carbon Offsetting initiative. Our 2024 carbon footprint assessment showed a total of 381.81 tonnes of carbon dioxide equivalent emissions, representing a significant 29% reduction from our 2023 footprint of 539.36 tCO2e.
This reduction was achieved through more accurate categorisation of our supplier activities and improved data collection processes. Our 2024 assessment confirmed that 95.2% of our CO2e emissions continue to come from purchased goods and services, while only 4.8% are from direct operational activities including business travel and employee commuting.
As a fully remote organisation, most of our environmental impact stems from the goods and services we purchase to deliver training, events, and professional development opportunities to our 11,500 members worldwide. We continue to offset these emissions through verified carbon credits in line with our commitment to environmental responsibility while maintaining the high-quality services our members expect.
Our audited accounts for 2024 were issued in June 2025.
| Type | 2024 | 2023 |
|---|---|---|
| Income | £3,949,576 | £3,914,770 |
| Pre-tax Expenditure | £4,037,174 | £4,122,624 |
| Of which staff costs | £1,767,387 | £1,611,465 |
| Pre-Tax (deficit)/surplus | (£87,598) | (£207,854) |
The final quarter of 2023 produced some unexpected financial shocks, so our budgeting for 2024 was correspondingly cautious. During the year we undertook a comprehensive review of our commercial activities and initiated regular meetings of managers to discuss our future business pipeline. During the year we were able to anticipate changes to our future income which allowed us to move resources to support our key income-generating areas. As a result, our membership continued to grow, and we were particularly successful in growing our Corporate Affiliate scheme.
Having reviewed and evaluated options for the future of our national and regional PRide awards, the Board determined that they carried too great a financial risk and decided to end them.
The main financial aim of 2024 was to improve significantly on the 2023 loss. This objective was achieved, and our final trading result for the year was a loss of £50,596 compared with a budgeted loss of £73,000. However, in addition to our trading result, we became aware during the year of some exceptional costs from 2022 and 2023 arising from payroll liabilities in the Netherlands. We will seek to recover some of these costs in the future but have included them all in 2024, giving us an overall deficit of £87,598. Building on the positive trading in 2024 we aim to break even in 2025 and plan for a positive financial trajectory from here.
