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IPA and CIPR response on the disbanding of the COI

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By The Drum Team, Editorial

June 23, 2011 | 3 min read

Hamish Pringle, director general of the Institute of Practitioners in Advertising (IPA)and Jane Wilson, CEO of the CIPR, have commented on the scrapping of the COI.

Pringle (pictured) said: " We can only hope that the new regime being put in place will never forget that the campaigns the COI, their clients in Government and their agencies produced have saved many lives and saved millions in taxpayers’ money. Derek Bok, President of Harvard University 1971-1990 said“If you think education is expensive, try ignorance” and the COI has spent 65 years learning about how to use advertising and marketing communications to help achieve policy outcomes – let's hope this invaluable history does not become bunk.

"Let's also hope that this restructuring results in a much closer alignment between policy makers and communications experts - after all a policy doesn't really exist unless is being communicated effectively. By the same token we look forward to a reduction in the duplication of messages to the same target audiences and a much better understanding of the Venn Diagram of those citizens who are multiple candidates for Government interventions, not only through communications but also via hugely expensive social services and other state organisations.

"We have no doubt that our member agencies will continue to work productively with their clients in Government Departments and we are confident that their relationships with the ones which are well versed in marketing, advertising, media and communications will continue to result in impressive submissions to the IPA Effectiveness Awards. However, it will be interesting to see how they will fare with the less well-resourced Government Departments when the COI isn't there," he concluded.

Meanwhile, CIPR CEO Wilson said that the Institute supported the Cabinet Office’s work in improving the effectiveness and efficiency of Government communications but said that it was disappointed to hear of further job losses.

"We look forward to seeing how the Government will maintain its communications track record through the introduction of new structures," she continued.

“Public relations, media relations and social media are crucial components of Government communications and the CIPR will continue to be a key provider of skills and qualifications for Government communicators. We are ready to work with Ministers and Officials to advise on how public relations can help the Government meet its objectives.

“There is clearly a vital role for communications in Government as shown by campaigns on issues including family health, alcohol, tobacco and safety, and it is important to recognise the COI’s contribution to public information over the last 60 years.”

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