Continuing Professional Development (CPD) and accreditation: why we’re big fans at Partners PR

09/05/2025 11:52:38
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We were delighted that the majority of our team hit their target of 60 Continuing Professional Development (CPD) points this year from the Chartered Institute of Public Relations (CIPR). This hard work has led to three of our brilliant team members keeping hold of their accredited specialist PR status. Massive well done to them!

Now, we know CPD might not sound like the most exciting topic on the face of it, but trust us – it's a game-changer, both for our people and for Partners PR as a whole.

What’s CPD all about, then?


CPD is basically about constantly learning and growing – something we’re all for. The best bit? It’s so flexible. You can earn CPD points in small chunks (usually 5 or 10 at a time) through things like listening to podcasts and webinars, reading blogs, attending training, or even mentoring others. It all adds up.

For us in PR, where things move at a mile a minute, staying on top of new trends, tech, and best practice is essential. CPD accredited courses help us do just that – without needing to take time out of work to go back to school!

 

CPD team training

What’s in it for the team?


Plenty. CPD is all about giving our team the tools to upskill and grow in their careers. Whether it’s brushing up on digital strategy, learning how to deal with a crisis, or building confidence through presentation training, it’s real, hands-on staff learning that works around their schedule.

It’s also a big plus for anyone looking to take the next step in their career. The accumulation of CPD points and maintaining an accreditation can also be a key factor in determining career progression and promotion. This is because it demonstrates a commitment to your personal development, making you more attractive to employers and increasing your chances of promotions, or new job opportunities.

And let’s not forget the networking side. Many CPD activities involve workshops, seminars, and conferences, all of which provide excellent opportunities for networking with like-minded PR professionals. Building professional relationships through learning and the opening up of your network can open doors to new ideas, opportunities and collaborations for both individuals, and the business as a whole. 
 

The whole-business benefits of CPD


Our wonderful staff investing in their development also has a positive effect on our business as a whole. A workforce that is constantly learning is more innovative, skilled and knowledgeable. This competence can translate into better job performance, higher productivity, and improved quality of work. 

It also shows our clients (and future clients!) that we take our work seriously. When they see that our team is accredited, up-to-date, and committed to best practice, it builds trust. And for us, that’s everything.

On top of that, investing in our team’s development shows we value them – because we really do. It boosts morale, helps with retention, and makes Partners PR a great place to grow your career.
 
Continuing Professional Development lightbulb image

Accreditation from CPD activities


Reaching Accredited Practitioner status through CPD is a big deal. It’s recognition of hard work and professional growth, and it gives our clients extra confidence in the quality of our work. We’re proud to shout about it in pitches, on our website, and on social media.

Investing in employees' professional development shows that a business values its workforce. This can lead to higher job satisfaction and loyalty, reducing staff turnover rates and the costs associated with recruitment and training. That said, it can also be a great asset to the recruitment process and contribute to an employer brand. 

Businesses that prioritise CPD training are often seen as leaders in their industry. This commitment to professional staff development can enhance the company's reputation to other businesses, attracting new clients and like-minded connections. Similarly, many industries have regulatory requirements that necessitate ongoing employee training and development. The CPD accredited programme ticks this box, as well as facilitating the awareness and compliance of staff. 

Conclusion: CPD for the win


With all this in mind, you can imagine how elated we are to have team members who are motivated to keep learning and improving. CPD is a brilliant way to invest in our team and in the future of the business.