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Has PR become so disrupted that it has become impossible for training to retain relevance?

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Here's the presentation I gave at PRmoment's 'Why there is a recruitment crisis within public relations' event. My debate was around whether PR has become so disrupted that it's impossible for training to retain relevance.

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Has PR become so disrupted that it has become impossible for training to retain relevance?

  1. 1. Does training help any more? PRmoment Sarah Hall - @hallmeister CIPR President-Elect 30 November 2017
  2. 2. MOTION: Has PR become so disrupted that it has become impossible for training to retain relevance?
  3. 3. Here’s why Where implemented strategically, PR delivers incredible value and results against organisational objectives Training is therefore needed, focusing on strategy, leadership and ethics Tactical competencies are important but easy to access and can be learned on the job – need to aim higher Overall demand for training remains high
  4. 4. Treat PR as a strategic management function Brands need to reframe their approach to public relations; we are NOT just a delivery function If we approach PR as a management tool, it changes how we approach our CPD Stops other disciplines eating our lunch Huge opportunity for the industry = training ever more important
  5. 5. The opportunity for PR In 1999, Dr Jon White presented a paper to the Swiss Public Relations Society that stated the future was bright for PR practitioners This was dependant on practitioners recognising ‘the opportunities presented by the environment and management needs’ and ‘taking steps to educate and train themselves’, as well as making ‘full use of communication technology, to provide reliable, if not indispensable, services to managers as they seek to deal with complexity and manage successful businesses’
  6. 6. Back to the future Changes in politics, society, media and technology are affecting how business and the wider industry operates PR practitioners are needed to help navigate uncertainty and be the eyes, ears and conscience of the organisations we work for People expect more for their brand loyalty at times of upheaval and austerity Appropriate skillset critical to succeed and assert PR’s value. Training a necessity – Dr Jon White’s paper as relevant today as ever
  7. 7. Organisation ManagementSociety
  8. 8. Competency frameworks If we are the lynchpin between an organisation, management and society, our skills must reflect this The Global Alliance’s Global Body of Knowledge project is defining a capabilities framework which details the the knowledge, skills, abilities and behaviours needed by practitioners; CPD vital C-suites look for strong leadership from their public relations teams; they want highly trained professionals who can advise appropriately        
  9. 9. So - has PR become so disrupted that it has become impossible for training to retain relevance? NO
  10. 10. The right training… Ensures the C-Suite appreciates the value of PR Increases investment into our services Makes PR the lead discipline that others feed into Fills a skills gap and can be applied the very next day We just need to get the nature of the training right    
  11. 11. Thank you Sarah Hall @Hallmeister sarah@sarahhallconsulting.co.uk www.sarahhallconsulting.co.uk 07702 162 704

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