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#IHPRC 2010 - Role of PR-specific education in


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#IHPRC 2010 - Role of PR-specific education in

  1. 1. A qualified PR professional: ‘nice to have’ or ‘necessity’? International History of PR Conference Thursday, 8 July, 2010 C. Aimee Postle, 2010
  2. 2. (C)IPR Annual Conference 1962 <ul><li>Herbert Lloyd: “You must have PR taught at the university level.” </li></ul><ul><li>Traverse-Healy: “degrees don’t matter a damn.” </li></ul>C. Aimee Postle, 2010
  3. 3. The importance of reputation management C. Aimee Postle, 2010
  4. 4. Imagine we are in 2020... <ul><li>Candidate 1 </li></ul><ul><li>School to admin role and promotion to PR function </li></ul><ul><li>Three years in that PR role </li></ul><ul><li>Candidate 2 </li></ul><ul><li>Recent graduate of PR at university </li></ul><ul><li>Four years studying including one placement year in industry </li></ul><ul><li>Candidate A </li></ul><ul><li>Four years in PR after non-PR degree </li></ul><ul><li>PR-specific qualification </li></ul><ul><li>Candidate B </li></ul><ul><li>Four years in PR after non-PR degree </li></ul><ul><li>No additional PR qualifications </li></ul>C. Aimee Postle, 2010
  5. 5. Shaping the debate <ul><li>Methodology behind the study </li></ul><ul><li>Key findings </li></ul><ul><li>Recommendations </li></ul>C. Aimee Postle, 2010
  6. 6. Methodology behind the study C. Aimee Postle, 2010
  7. 7. Reference Terms 1 C. Aimee Postle, 2010 Skills Traits Requirements Literacy – written/ verbal communication Public speaking and presentation Communication skills Enthusiasm/ Passion Motivation/ Drive/ Energy Relevant marketing/ PR/ journalism experience Experienced Track record Numeracy Creativity Imagination Innovative ideas PR degree/ qualification It skills Technological and visual literacy Web skills/ new media Credibility and integrity Degree – any subject specified Interpersonal skills Relationships and relationship building/ management Sensitive Analytical thinking/ strategic planning Corporate strategy Qualification – any subject specified
  8. 8. Reference Terms 2 C. Aimee Postle, 2010 Skills Traits Requirements Crisis/ 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 business Commercially 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 theories Public relations history
  9. 9. Content analysis 1 Total of 97 job ads analysed over six weeks in 2009. C. Aimee Postle, 2010 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 13 March Monday 16 March Friday 20 March Monday 23 March Friday 27 March Monday 30 March Friday 3 April
  10. 10. Content analysis 2 Total of 101 job ads analysed over three weeks in 1999. Total of 60 job ads analysed over four weeks in 2008. C. Aimee Postle, 2010 Media Guardian, 1999 PR Week, 1999 Monday 1February Friday 5 February Monday 8 February Friday 12 February Monday 15 February Friday 19 February PR Week, 2008 Friday 1 February Friday 8 February Friday 15 February Friday 22 February
  11. 11. Content analysis 3 <ul><li>Ads for recruitment consultancies which did not name the end client were excluded </li></ul><ul><li>Only those ads in Media Guardian with a specific PR/communications focus were included </li></ul><ul><li>Where an ad was duplicated across both publications, it was only included once </li></ul>C. Aimee Postle, 2010
  12. 12. Other sources <ul><li>PR practitioners </li></ul><ul><li>Recruitment consultant </li></ul><ul><li>Head of qualifications and education at the CIPR </li></ul><ul><li>Birmingham City University conference on the future of the PR industry in 2009 </li></ul><ul><li>Survey of employers at that conference </li></ul><ul><li>PR Week letters pages and feature </li></ul><ul><li>CIPR/DTI report </li></ul><ul><li>JFL Search & Selection Survey </li></ul><ul><li>PRCA survey </li></ul>C. Aimee Postle, 2010
  13. 13. Key findings C. Aimee Postle, 2010
  14. 14. Sector C. Aimee Postle, 2010
  15. 15. Education C. Aimee Postle, 2010
  16. 16. Experience C. Aimee Postle, 2010
  17. 17. Skills C. Aimee Postle, 2010
  18. 18. Characteristics C. Aimee Postle, 2010
  19. 19. Recommendations C. Aimee Postle, 2010
  20. 20. The next stage <ul><li>PR graduate league table (like the MBA league tables in the Financial Times and the Economist) </li></ul><ul><li>International comparisons and the migration of labour </li></ul><ul><li>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 </li></ul>C. Aimee Postle, 2010
  21. 21. A qualified PR professional: ‘nice to have’ or ‘necessity’? C. Aimee Postle, 2010
  22. 22. Summary 1 <ul><li>The PR industry has a long way to go before it overcomes the scepticism around PR specific education </li></ul><ul><li>PR specific education is not a requirement for a job in the PR industry – fewer than 1% of ads </li></ul><ul><li>PR graduates are joining the profession and shaping the expectations of the next generation </li></ul>C. Aimee Postle, 2010
  23. 23. Summary 2 <ul><li>It takes a PR professional to effectively manage a crisis or exercise in damage limitation </li></ul><ul><li>PR professionals will need to justify their skills – backed up with solid and reasoned arguments </li></ul><ul><li>It is only when the career and financial benefits of PR study are proven – and employers invest – that scepticism will fall </li></ul>C. Aimee Postle, 2010
  24. 24. Any questions? [email_address] @AimeePostle C. Aimee Postle, 2010
  25. 25. C. Aimee Postle, 2010