Because there are universities. And then there are universities

This is the first blog post by Francis Ingham, PRCA Chief Executive, on the PRCA's newly launched website

Today, we unveil the latest stage in the PRCA's leadership of our industry -our university engagement programme.
 
As an industry, we have not dealt well with our universities. That is obvious, clear and almost always ignored. In every benchmarking survey we conduct, PRCA members are polarised on PR degrees. A select number of such degrees are respected -a  greater number are not.
 
That fact poses significant problems for employers, industry members and universities alike. Our collective failure to address it over so many years is a significant failing -and one we have determined to remedy.
 
It is why we have negotiated partnerships with a limited number of universities that offer PR and communications degrees. The key word here is 'limited'. This is not some across-the-board endorsement of each and every PR degree out there, regardless of its quality or rigour. And that is deliberate. Because the plain truth is that many PR degrees are an utter and complete waste of time and money, leaving graduates with a sense of employability that is completely unmatched by reality. Other PR degrees, in stark contrast, are excellent -esteemed by employers; intellectually rigorous; of tangible benefit to students.
 
By linking up with eleven elite PR-degree awarding universities, we are creating a new quality distinction. Now we're not saying that every single university that we have not affiliated with provides degrees without value. Far from it. But we certainly are saying that the eleven we have chosen to associate ourselves with are deeply respected by employers. We endorse them. Employers respect them. They are of guaranteed value.
 
Apart from differentiation, what does this mean in practical terms? Well, each PR and comms student at the 11 will become formally associated with us, able to access many PRCA benefits; to attend events; to sign up to our Code of Conduct and Professional Charter. And they'll be able to access -free of charge- our online training and entry-level qualification. The portal we will create for PRCA members to advertise their graduate vacancies will significantly enhance students' prospects. And the practical knowledge those students will consequently graduate with will make them of much greater, immediate value to employers. Oven-ready so to speak.
 
Win-win. Elite. It's how we like to roll

The 11 universities are as follows:

Bournemouth University
Buckinghamshire New University
Cardiff University
De Montfort University
University of Greenwich
King’s College London
Leeds Metropolitan University
University of Lincoln 
University of the Arts London
Manchester Metropolitan University
University of Westminster

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