One of the great things about a professional association is that it can be a powerful force for change in taking a leading and proactive stand in helping those in the profession – association members or not – understand and more likely embrace the change if that’s a goal.

I see that as a great position the Chartered Institute of Public Relations (CIPR) is now in with regard to social media and where it fits into the broader organisational communication landscape.

Social media has been at the forefront of the CIPR’s professional development agenda for some years, especially since the formation of the Social Media Panel (#CIPRSM) in 2010.

The Panel brought structure, focus and strong and effective advocacy and leadership to a topic that was becoming increasingly important to CIPR members and, indeed, to the CIPR itself. Not only that, it has been a driving force behind the creation of best practice guidelines on how to engage with Wikipedia, and the publication  of two books about social media and PR (Share This and Share This Too) among other achievements.

Today, the CIPR announced new leadership for the Social Media Panel in 2014 and a significant shift in strategic focus over the next two years “that will change the remit of the panel under the leadership of new Co-Chairs” with Gem Griffiths and Dan Tyte taking over from current Chair Stephen Waddington as those Co-Chairs.

The shift in focus is most interesting. In Gem Griffith’s words:

Our ambition is to make #CIPRSM redundant within two years by integrating digital and social media into all aspects of training, education and policy at the CIPR.

We’ll know we’ve done a good job when the panel stops advising solely on social media sites and digital platforms and shifts its focus to discussing and advising on innovative trends – social, technical or otherwise – that will impact and shape the future of the public relations profession.

The timing couldn’t be better to firmly and confidently take social media to the next level in the PR context and en route to that shift in focus Gem mentions aimed at shaping the future of the public relations profession.

Read the CIPR’s full announcement for details: CIPR Social Media Panel sets out ambitious strategy for 2014 under new leadership.