Since the late 1990's, The Royal Institute of British Architects (RIBA) has worked hard to develop the principle of Continuing Professional Development in an enthusiastic, planned and sustained way. Its purpose being to encourage the highest standards of professionalism, conduct and best practice amongst architects and other construction professionals and to improve technical knowledge and expertise over an enormous range of subjects. Central to the success of the scheme has been the continued expansion of the RIBA CPD Providers Network. This is a network made up of companies who offer specialist subject material of interest to RIBA members, usually in the form of in - house lunchtime seminars. Details of the substantial range of topics available are promoted primarily by means of a directory, which is updated and published on a regular basis and through which RIBA members are able to select and book their seminars.

Maintaining a high profile is crucial

The Creative Department is heavily involved with various aspects of the RIBA CPD activity, but maintaining a high profile for the Providers Network is central to the overall strategy. First of all, it is important that RIBA members are prompted to check out the latest topic material available to them. Then there is the need to constantly encourage organisations to consider putting themselves forward as potential providers for the network and indeed to encourage existing providers to provide additional, or updated, topic material.

To meet these objectives, a technique that we have employed with great success is the use of full page 'advertorials' in the key architectural and construction press. The nature of the 'advertorial' style is particularly suited to this type of message, as it is acceptable to include more text than most advertisements, or mailers, will allow - around 400 words. The content is both reportive and discussive, a style which comfortably allows the inclusion of facts, quoted material and observations from all parties involved in the scheme, the RIBA management team, the network providers and the RIBA member users.

The effectiveness of the advertorial is maximised when it can be tied - in with a related, topical event such as a landmark reached in membership numbers, achieving 250, or 500 providers for example. This really demonstrates significant growth and emphasises the dynamic nature of the scheme.

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