CONTINUOUS PROFESSIONAL DEVELOPMENT (CPD) FOR GR PROFESSIONALS

It is hereby recommended that GR Associations formulate a Continuous Professional Development (CPD) strategy and that individual GR professionals take personal responsibility for maintaining their skills and capabilities through lifelong learning.  

What is CPD?

Continuing Professional Development (CPD)  also referred to as Continuing Education may be defined as the development of knowledge and of technical, personal, professional, business and management skills and competencies throughout a person’s working life. The term “capability” is also sometimes used, instead of terms such as “skills” and “competencies”, and may be considered to highlight the qualities of growth and progression that are at the heart of education and development . CPD is an important element of the GR specialist lifelong process of learning and development within the profession. It is the responsibility of all GR specialists to plan their own professional development programme. At different career stages, there will be a need to address a varying range of skills. CPD provides a means to do this, addressing, as it does, the development of the whole person with attention to:

• technical GR skills;
• related professional skills, such as the ability to exercise professional judgement and address ethical dilemmas;
• business and management skills, such as knowledge of the GR landscape and the ability to create and implement suitable GR strategies; and
• personal skills such as time management, independence of thought and communication skills.

 The need for CPD

The overriding need for CPD arises because GR knowledge and the environment in which GR professionals work are constantly changing and developing. A GR professional can only remain current and competent in his or her areas of practice by continued study. GR professionals need to keep up with developments in order to be able to provide a high quality service. GR Associations should have in place a Code of Professional Conduct. This Code should  refer to the obligation on GR specialists to perform professional services only if competent and appropriately experienced to do so. All GR specialists should be encouraged to undertake CPD for the following reasons:

• To gain knowledge and experience from the start of their careers - CPD will be essential to continue the process of development after qualification;
• To maintain familiarity with the complex environment in which they work;
• To stay abreast of developments in GR techniques so that the work done is up-to-date and relevant;
• To be aware of developments in national and international legislation, regulation and standards;
• To keep up with new GR standards of practice and modifications to existing standards;
• To achieve personal as well as technical development in order to equip themselves for new roles, including managerial roles, over their careers;
• To address skills and knowledge needs in order to function in new areas of practice arising from the expansion of the profession;
• To be regularly challenged to think through professionalism questions, in order to develop and apply the values that their GR association claims for its members;
• To be competent in the areas in which they practice in order to safeguard the public interest;
• To safeguard the reputation and status of the GR profession by having the ability to provide relevant and up-to-date advice;
• To be knowledgeable as qualified GR specialists in order to meet the expectations of different stakeholders;

All GR specialists should be encouraged to develop and follow a CPD programme that supports these objectives.

How to approach CPD

Each GR professional is responsible for developing and following an appropriate personal CPD programme. In planning a CPD programme, the GR specialist needs to consider maintenance, broadening and improvement of skills and knowledge. The amount of CPD undertaken should reflect the value of particular CPD activities to the GR professional , i.e. the extent to which they truly contribute to his or her professional development. CPD undertaken should reflect the fact that, at different stages of his or her career, there will be a need to address a different range of skills. The following should be considered by each individual GR specialist when planning and carrying out CPD:

• Objectives should be set to achieve the programme;
• The CPD activities and the amount of CPD undertaken above any prescribed minimum should relate to these objectives;
• Actively self-monitor progress on the objectives, or (where relevant) in conjunction with the employer;
• Where appropriate, integrate the CPD programme with a professional development programme agreed with the employer;
• Consider how relevant work experience may form part of the CPD programme;
• Include interaction with other GR specialists, particularly with those from other organizations or firms;
• Comply with any CPD requirements set by the GR association where the GR  work is carried out;
• Ensure that, in relation to work performed, knowledge is up to date and covers the topics on the relevant parts of an appropriate education syllabus, for newly qualified GR professionals or the corresponding syllabus relevant in the jurisdiction(s) where work is performed;
• Maintain a personal CPD record as a good professional practice or habit. A comprehensive CPD record considers the CPD undertaken and includes personal reflections on the outcome of the process in terms of the development and learning that has taken place, together with indications of future learning and development activities.

How is CPD gained?

CPD can be achieved in a number of different ways. These include:

Participating in any of the following:

• relevant courses, given or run by GR associations, universities and other bodies;
• local, national and international GR meetings, seminars, colloquia and workshops;
• events run by other related professions;
• relevant commercial conferences or seminars;
• employers’ courses and discussion groups;
• webcasts, web-based seminars or video-link seminars;
• research, either as an individual or in a group;
• internet discussion groups on GR topics;
• Teaching or mentoring other GR specialists and/or GR students;
• Studying relevant courses or educational programmes on-line;
• Writing relevant papers and books;
• Giving talks or making presentations to colleagues or a wider audience at conferences or seminars;
• Private reading of relevant journals and books;
• Working on different GR topics in different environments;
• Expanding one’s skill-set through undertaking new challenges or working on novel assignments. Whatever the activity undertaken, each individual GR specialist should be satisfied it has resulted in identifiable personal and professional development before claiming CPD.

CPD and the Role of GR Associations

All GR associations are encouraged to develop and implement a CPD strategy that supports the objectives outlined above. Such a strategy should encourage or require GR specialists to carry out CPD in order to maintain their competence, foster high quality in GR work and promote the reputation of the GR profession.

The public expects GR professional bodies to encourage their members to keep their competence up to date and relevant through CPD. It is recommended, therefore, that GR associations give guidance to their members regarding the amount and type of CPD that GR specialists should undertake, while recognising that individual GR specialists must decide for themselves whether they need to carry out additional CPD for the purposes of the work that they perform or wish to perform in the future.

In designing a CPD strategy, GR associations should consider the following factors:

•  They have a responsibility to promote the concept of lifelong learning and the development of knowledge by their members;
•  Although different GR specialists  have different CPD needs, in terms of both amount and type, the minimum amount of CPD to be carried out by members should be specified. The recommended minimum amount of formal CPD to be achieved each year should be no less than 15 hours. However, the target annual amount could be averaged over a period of years (a maximum of three years is suggested), in which event some of the CPD undertaken should be recent (e.g. within the previous 18 months);
• GR Associations should recognise that there are diverse ways of doing CPD. The prime consideration is the relevance of the CPD to the individual’s needs in the context of the professional services that he or she provides.
• Associations can support their members by providing methods to record and track CPD. A spreadsheet may be sufficient for this purpose. Self-certification may be practical and appropriate in some circumstances; 
• Associations may specify that CPD could cover management and professionalism issues as well as technical skills;
• When considering the amount of CPD undertaken, individual GR specialists can judge for themselves what should be counted for a particular activity, based on its relevance in relation to their CPD objectives. The same event may thus be counted differently by different people. GR Associations may, however stipulate the maximum hours that may be counted in respect of a particular event or activity; 
• Events may be treated differently according to whether they are organized by an employer, a university, a GR organization or some other body;

Monitoring of CPD

Associations should encourage each GR specialist undertaking CPD to maintain a record of CPD activity. Once an association has established its CPD strategy, it is encouraged to monitor its members’ CPD records. GR Associations are encouraged to consider introducing centralised reporting of CPD, e.g. through a members’ only section of the association’s website. Failure to undertake mandatory CPD could be considered as evidence of professional misconduct. If such is the case, monitored or tracked records of CPD activity (or lack thereof) may become part of any disciplinary procedure.

Provision of CPD activities

Each GR association can help the uptake of CPD by individuals through the provision of a programme of CPD activities. GR associations should facilitate members’ access to information about events organized by others that could provide relevant CPD

Sample CPD activities in which a GR specialist might participate.

The list here below is not intended to be exhaustive and other activities may also be relevant and appropriate to the individual GR professional's needs.

• GR Forum  
• Conventions
• Colloquia
• Workshops
• Seminars
• Regular members’ meetings
• Professionalism events
• Events organized in conjunction with other associations
• Face-to-face courses, both within and outside the regular GR curriculum
• Events organized in conjunction with other professional bodies
• Events organized by universities
• Other courses that are relevant to the GR specialist’s present line of work
• Presentations of position papers and arguments
• Seminars
• Summer schools  

Conclusion

Conclusion

The ultimate outcome of a well planned continued professional development for a GR specialist is that it safeguards the public, the employer, the professional and the professional’s career.

• CPD ensures that the GR specialist’s capabilities keep pace with the current standards of others in the same field.
• CPD ensures that the GR specialist maintains and enhance the knowledge he or she needs to deliver a professional service to clients, employers and the community
• CPD ensures that the GR specialist knowledge stays relevant and up to date. CPD increases awareness of the changing trends and directions in the profession. If the GR specialist stands still he or she will get left behind as the currency of his or her knowledge and skills becomes out-dated.
• CPD helps the GR specialist continue to make a meaningful contribution to his or her team. He or she becomes more effective in the work place. CPD helps the GR specialist advance his or her career and move into new positions where he/she can lead, manage, influence, coach and mentor others.
• CPD helps the GR specialist stay interested and interesting. Experience is a great teacher, but it does not mean that we tend to do what we have done before. Focused CPD opens new possibilities, new knowledge and new skill areas.
• CPD can deliver a deeper understanding of what it means to be a professional, along with a greater appreciation of the implications and impacts of GR work.
• CPD helps advance the body of knowledge and technology within the GR profession.
• CPD can lead to increase public confidence in individual GR professionals and the GR profession as a whole.