In today’s increasingly digital era, the PR industry is undergoing a significant transformation. The rapid advancements in technology and the increasing influence of digital media have revolutionised how we communicate, connect and engage with our audiences.
To keep pace with these changes, it is imperative that the PR sector evolves by cultivating a workforce that is not only tech-savvy – but also adept at leveraging digital tools and platforms effectively.
As someone who has had the privilege of teaching PR to undergraduates in Dubai, I have witnessed firsthand the growing importance of digital literacy in the curriculum.
While the traditional PR skills of media relations, writing and crisis management are still essential, they must now be complemented with proficiency in digital marketing, social media strategy, data analytics and content creation. The ability to navigate and utilise these tools is no longer a luxury – it’s a necessity.
The question then arises: should we rely on younger, inherently tech-savvy individuals, or should we invest in training and re-training our current workforce? And should we even assume younger people are inherently more tech-savvy?
Balanced approach to learning
I recall a client sharing a research paper which highlighted that it was the younger demographic – 18-25 year-olds – who wanted to visit bank branches in person to get help with financial matters over using apps. They felt intimated by the technology, and less likely to trust apps.
The answer has to be adopting balanced approach. While younger generations might bring a natural affinity for digital tools, more experienced professionals offer invaluable industry knowledge and strategic thinking. I think agencies must prioritise continuous learning and professional development for all employees.
And if cost is a barrier, remember these days there’s a plethora of free learning opportunities available online, from Massive Open Online Course (MOOC) providers like Coursera, edX and Future Learn, to Google Digital Garage and LinkedIn Learning.
Investing in ongoing training programmes not only enhances the skill sets of current employees, but can also boosts morale and job satisfaction. This approach fosters a culture of learning and adaptability, helping agencies remain agile and competitive in this ever-evolving landscape.
Having a learning culture also signals to your team that you are committed to their growth and development, which is crucial for retention.
Universities also play a critical role in preparing the next generation of PR professionals. There is a growing need for specialised training beyond the traditional PR curriculum. Universities should offer courses that cover the latest digital trends, tools and techniques, and not deliver the courses in the ‘ivory tower’ of academia.
Increasingly, there is a pressing need for more collaborations between academia and industry, to bridge the gap between theoretical knowledge and practical application, providing students with vital real-world experience and insights.
Creating attractive work environments
Attracting and retaining top talent in the PR sector requires more than just competitive salaries. Agencies now need to create work environments that are dynamic, inclusive and conducive to professional growth. This includes offering flexible working arrangements, fostering a positive and collaborative culture, and providing opportunities for employees to work on diverse and challenging projects.
Savvy new recruits have higher expectations these days, and rightly so. If you want good people, you need to offer good benefits, a welcoming culture and a strong leaning towards ongoing learning and development.
Professional development opportunities are equally important. Agencies should encourage employees to attend industry conferences, workshops and training sessions.
Of course, daily dips into sector news and learning are to be encouraged too. PR Daily offers articles, tips, and free resources on PR strategies and trends. I attend courses on line and in person through my memberships of industry associates like the PRCA, MEPRA, CIPR and The Marketing Society, all of which share research, papers and educational resources.
These experiences not only enhance our skills but also allow your team to network and stay updated on industry trends.
I strongly believe the PR sector must embrace a culture of continuous learning and adaptability to thrive in the digital age. And I’ve seen it first hand – while a Uni course might provide the foundations, we now work in a sector where we need to keep abreast of so much – ongoing learning is vital.
By investing in training and re-training and creating attractive work environments, agencies can cultivate a workforce that is both tech-savvy and strategically proficient. This holistic approach will ensure that the PR industry remains innovative, resilient and capable of meeting future challenges.
By Ananda Shakespeare, founder of Shakespeare Communications
