#IHPRC 2010 - Role of PR-specific education in

A qualified PR professional: ‘nice to have’ or

‘necessity’?International History of PR

ConferenceThursday, 8 July, 2010

C. Aimee Postle, 2010

(C)IPR Annual Conference 1962

Herbert Lloyd: “You must have PR taught at the university level.”

Traverse-Healy: “degrees don’t matter a damn.”


The importance of reputation management


Imagine we are in 2020...

Candidate 1

•School to admin role and promotion to PR function•Three years in that PR role

Candidate 2

•Recent graduate of PR at university•Four years studying including one placement year in industry

Candidate A

•Four years in PR after non-PR degree•PR-specific qualification

Candidate B

•Four years in PR after non-PR degree•No additional PR qualifications


Shaping the debate

• Methodology behind the study

• Key findings

•Recommendations


Methodology behind the study


Reference Terms 1Skills Traits Requirements

Literacy – written/ verbal communicationPublic speaking and presentationCommunication skills

Enthusiasm/ PassionMotivation/ Drive/ Energy

Relevant marketing/ PR/ journalism experienceExperiencedTrack record

Numeracy CreativityImaginationInnovative ideas

PR degree/ qualification

It skillsTechnological and visual literacyWeb skills/ new media

Credibility and integrity

Degree – any subject specified

Interpersonal skillsRelationships and relationship building/ managementSensitive

Analytical thinking/ strategic planningCorporate strategy

Qualification – any subject specified


Reference Terms 2Skills Traits RequirementsCrisis/ issues management

Attention to detail CIPR Advanced Certificate

Problem solving/ negotiation

Flexibility CIPR Diploma

Fluency in a foreign language

Ethical decision-making Professional

Management of resources and people/ Leadership

Understanding of businessCommercially savvy

Participation in professional PR community – ie membership of CIPR

Ability to persuade and influence people

Continuous professional development

Teamwork Training and development opportunities

Media relations/ contacts/ handling/ media savvy

Communications and public relations theoriesPublic relations history


Content analysis 1

PR Week, 2009 Media Guardian, 2009

Friday 20 February Monday 23 February

Friday 27 February Monday 2 March

Friday 6 March Monday 9 March




Friday 3 April

Total of 97 job ads analysed over six weeks in 2009.


Content analysis 2

Media Guardian, 1999 PR Week, 1999

Monday 1February Friday 5 February

Monday 8 February Friday 12 February

Monday 15 February Friday 19 February

Total of 101 job ads analysed over three weeks in 1999.

PR Week, 2008

Friday 1 February

Friday 8 February

Friday 15 February

Friday 22 February

Total of 60 job ads analysed over four weeks in 2008.


Content analysis 3

• Ads for recruitment consultancies which did not name the end client were excluded

• Only those ads in Media Guardian with a specific PR/communications focus were included

• Where an ad was duplicated across both publications, it was only included once


Other sources

• PR practitioners• Recruitment consultant• Head of qualifications and education at the CIPR• Birmingham City University conference on the future of the PR industry in 2009• Survey of employers at that conference• PR Week letters pages and feature• CIPR/DTI report• JFL Search & Selection Survey• PRCA survey


Key findings


Sector


Education


Experience


Skills


Characteristics


Recommendations


The next stage

• PR graduate league table (like the MBA league tables in the Financial Times and the Economist)

• International comparisons and the migration of labour

• Dec 2008 – Consultative Committee for Professional Management Organisations – individuals with professional qualifications and membership may earn up to £152,000 in additional earnings over their career


A qualified PR professional: ‘nice to have’ or

‘necessity’?


Summary 1

• The PR industry has a long way to go before it overcomes the scepticism around PR specific education

• PR specific education is not a requirement for a job in the PR industry – fewer than 1% of ads

• PR graduates are joining the profession and shaping the expectations of the next generation


Summary 2

• It takes a PR professional to effectively manage a crisis or exercise in damage limitation

• PR professionals will need to justify their skills – backed up with solid and reasoned arguments

• It is only when the career and financial benefits of PR study are proven – and employers invest – that scepticism will fall


Any questions?

[email protected]

aimeepostle.wordpress.com

@AimeePostle


#IHPRC 2010 - Role of PR-specific education in

Technology

Transcript of #IHPRC 2010 - Role of PR-specific education in