Consultancy sector raises concerns over PR degrees
Mar 29 2009 by Anna Blackaby, Birmingham Post
Graduates with PR degrees are being given a back seat by the industry’s consultancy sector which considers them less employable than those with other degrees, a new study has found.
According to the findings of a national survey commissioned by the Public Relations Consultancy Association (PRCA), 34 per cent of consultancies interviewed agreed that a PR degree is less attractive than other degrees, compared to 23 per cent which voted in their favour.
However, 43 per cent of consultancies believe PR degrees are neither less nor more attractive than other degrees.
While the news that 70 per cent of consultants are advocates of a university education and that a degree is more important than ever for would-be PR professionals, the latest findings will not be music to the ears of Birmingham City University, University of Wolverhampton and De Montfort University which run CIPR approved PR degree courses.
PRCA Midlands chairman Nathan Lane said: “There is clearly a concern that there is a need to raise the bar, as some of the courses out there do not equip graduates with the necessary skills to do their jobs.
“In the Midlands we are particularly fortunate to have a number of quality providers delivering excellent CIPR degree programmes, and as a region the PRCA works closely with the CIPR through the consultancies’ employees, who are individual members of the CIPR.
“However, as an industry, we need to take a long hard look at the quality of courses available – some universities offer excellent PR degrees, but there are others that don’t. Equally, it is important to recognise the importance and role of on-the-job training and post graduate education, which is reinforced by PRCA accredited consultancies by spending an average of £28,000 per annum per consultancy on training. What is essential is that the profession continues to attract graduates of the highest calibre, irrespective of what degree they hold.
“In spite of the economic downturn, there is anecdotal evidence that the PR industry is continuing to take on graduates, albeit at much lower levels,” he added.
But Pete Wilby, senior lecturer and public relations degree leader at Birmingham City University said: “The results of this survey simply do not match our own experience of teaching the PR degree at Birmingham City University. We enjoy considerable support from PR professionals, not only consultants, but also in-house public relations across the public and private sectors.
“Work placements, genuine PR projects, guest speakers and conferences are part and parcel of our students’ learning experience and I’m delighted that the message we receive from industry is consistent: our course produces high-calibre graduates with the very qualities that they would look for in a young person seeking to follow a career in public relations.”
The PRCA represents the voice of the UK’s PR consultancy profession and in the Midlands includes Connect, Freshwater UK, Golley Slater, Haslimann Taylor, Kinetic Communications, NC Creative Group, Seal and Trimedia.
