New research by a public relations (PR) expert at De Montfort University Leicester (DMU) indicates that the industry will have to work hard if it is to attract the diverse and talented graduates it needs for the future.
Caroline Spence, a PR specialist and a senior lecturer in DMU’s faculty of Business and Law, was commissioned by the Chartered Institute of Public Relations (CIPR) to investigate the growing skills gap and recruitment issues within the PR and communications industry.
Her report, Choosing Public Relations: Factors impacting career choice for the Next Generation of potential PR Practitioners, has now been published by the CIPR.
Key findings of the research, which involved more than 130 people studying communication-related subjects at a dozen institutions in the UK, included:
- 79% of respondents believed they faced barriers to starting a career in PR – those perceived barriers included race, class, gender and disability
- Potential candidates found the multiplicity of unclear job titles confusing and off-putting
- Many students lacked contacts within the industry, particularly those from disadvantaged backgrounds or outside of large metropolitan areas in the Midlands and North
To tackle these issues the report makes a number of recommendations for the industry including providing more paid internships and work experience to ensure that a broad community has equitable access to the PR industry; recruiters and employers should use social media to reach and engage with a younger and more diverse talent pool on its own terms; the industry should develop high quality teaching materials to ensure that the subject is taught well and in sufficient depth on broader communications courses.
Report author Caroline Spence said: “This research gives a voice to students and graduates who are interested in PR but don’t yet see a realistic way in. They understand the value of communication, and they’re motivated by purpose, creativity, and impact, but they’re struggling to access the networks and experiences that convert that interest into employment.
“Many of the survey respondents told us that closer ties with industry – through paid internships, mentoring, guest lecturers or networking opportunities – would have made it easier to secure work. That’s a clear signal that practice and academia need to work together to open doors and make those opportunities accessible to all students, regardless of background or location.”
Advita Patel, president of the CIPR, said: “This study highlights both the promise and the problem for our profession. We have a generation of talented, motivated students who are aware of PR and eager to contribute, but too many are being locked out by barriers that shouldn’t exist.
“The solution is clear, as an industry, we must provide paid, practical routes into the profession that don’t rely on privilege or personal networks. If we want PR to reflect the diversity of the society we serve, we need to make sure every capable student can see a path into it – and that path is open, fair and well supported.”
