London, 1 March, 2012 – The first PRCA Careers Day took place in London’s Natural History Museum today, with over 150 students aged 18-24 in attendance,  from universities around the UK. 

A range of high profile names covered a number of topics to give attendees an overview of the UK PR industry. Speakers included Sally Costerton, Chairman of the PRCA, Rana Reeves, Founder of John Doe, David Vindel, European Managing Director at Ketchum Pleon (Technology), and Gavin Devine, Chief Operating Officer at MHP Communications.

Sessions spanned a range of topics, such as: tips on breaking into the industry; digital PR; CV and interview techniques; agency Vs. in-house issues; tales from the frontline of PR; and ‘what is PR?’. 

Francis Ingham, PRCA Chief Executive, commented “Young people, whether they are students, apprentices, or graduates, are the future of the PR industry.

“We will look to them for creativity, drive and innovative thinking, so it is essential they understand everything about the UK PR industry from the earliest possible opportunity. That’s why I’m thrilled the PRCA is now shaping the future dynamic of our profession: Leadership in action”.

-ENDS-

The full text of Francis Ingham’s, Chief Executive of the PRCA, introductory speech is here:

“Thank you Sally, and thank you to all of our attendees at this, the PRCA’s first Careers Day.

“I’m the PRCA’s Chief Executive, and in case you don’t know, this is what the PRCA does –we represent and work to promote the PR industry. Our members include 300 PR agencies –from the very biggest such as Sally’s Hill and Knowlton, to smaller, boutique agencies. We also represent around 100 in-house communications teams –the PR people in companies such as Visa, Vodafone, Marks and Spencer, BT, the Police, the NHS, and local authorities. And, of course, we have a formal relationship with a dozen universities.

“I’ve been asked to talk a little about what PR is. I don’t intend labouring over definitions of PR. If you’ve taken the time to be here today, I expect you already have a pretty clear idea of what PR is. There are dozens of definitions –OURS is that PR is all about reputation. The result of what you do, what you say, and what others say about you. Other people have defined it as being about persuasion, primarily through third party endorsement and media relations. 

“However you define it, PR consistently ranks in the top three graduate career destinations of choice. So it’s clearly a pretty appealing industry.

“What I DO intend doing is talking a little about the size, composition and responsibilities of our industry. Because if you’re thinking about working in PR, you should know these basic facts about it. And I will do that by drawing on the results of the PR Census we published late last year –the first definitive analysis of the PR industry.

“The UK PR industry comprises over 60,000 people, generating turnover of around seven and a half billion pounds.

“It’s a female-heavy industry. 64% of PR people are women –and that figure is even higher at initial entry levels.

“Over forty per cent of PR people are aged between 18 and 24, and 90% of PR people are graduates.

“Broadly speaking, there are two different types of employer –agencies and in house teams. And there are differences between those two types. The numbers are slightly bigger on the in-house side.

“But over the years, what was once a very clear gap in responsibilities and attitudes between in house and agency employees has shrunk distinctly. The challenges that face PR people, whether they are in an agency or in a company are pretty similar these days, and people do move between the two on a regular basis.

“Within the industry, there’s a wide range of specialisations –on the in-house side, close on four out of ten PR people work for the public sector or charities –only 7% of agencies work in those sectors; but one in five agency people work on technology accounts, twenty per cent on financial or business services clients.

“And there’s a wide range of cultures in the industry, from people who dress like me and work in public affairs; to agencies where the dominant dress style is jeans and trainers. Ours is a truly diverse industry.

“If you enter PR, what can you expect to earn? Well the average salary is £48,000, making PR people roughly twice as well paid as the national average. Within that figure, of course there are variations too –the not for profit sector pays least well, financial PR pays considerably more.

“Entry salaries are decent, at around the 20k mark, and despite tough economic times, over half of PR people had a pay rise last year; and a similar proportion received a bonus.

“How long is the working week? Well, average contracted hours are 37, but the average PR person works almost ten hours more than that, and 40% of PR people work more than 49 hours a week. If you want to be in the office at nine and out of the door at five, then you’d better look for a different career.

“Where do people work? Ours is a heavily London-centric industry. 51% of employees work in London; a further twelve per cent in the South East, 12% in the Midlands, 6% in the South West and Wales, 6% in the North West, and 6% in the North East. About one in twenty in Scotland. In part, that reflects London’s role as one of only two global PR hubs –the other being New York.

“As for what the average PR person does, well we have figures on that too. 85% of PR people still do general media relations; a similar number media relations strategy. Over 70% of PR people write articles and newsletter –so writing skills remain vital. Around half do internal comms, around a third do CSR. The big change in recent years has been the importance of online comms –close on 80% of PR people have responsibilities here. That is a very significant change, and I have no reason to believe it will be reversed

“Two final things. Others will address in greater detail how to get a job. But looking at the recruitment programmes PRCA members run; speaking with people on the stands here; giving serious consideration to the PR apprenticeship programme we are establishing on behalf of the Government; and doing your research about the organisations you are approaching, are all great starting points. As is spelling correctly the name of the outfit you’re approaching.

“Finally, I’d say this.  Even over the recent difficult economic years, PR still grew as an industry. Advertising took, and continues to take, quite a hammering. But our industry has seen clients and colleagues realising the value that it delivers. PR is a vibrant, rewarding and confident industry.

“It is really rather rare for people who enter our industry to regret doing so –it’s not only well paid, but it’s also FUN –a quality which I think is often under-rated. Much more fun than being an accountant or an engineer or something equally dull.

“If you decide PR is for you, then I’d wish you all the very best of luck. We don’t have time for questions here, but feel free to grab me over coffee for a chat if you’d like -I’d be delighted to offer any advice you might find helpful.

“Thank you and enjoy the day”.
 

Notes to Editors

For further information please contact:

Aeneas Tole, PRCA Communications Executive
T: 020 7233 6026 ¦ E: aeneas.tole@prca.org.uk

About the PRCA

Who we are: Founded in 1969, the PRCA is the professional body that represents UK PR consultancies, in-house communications teams, PR freelancers and individuals. The PRCA promotes all aspects of public relations and internal communications work, helping teams and individuals maximise the value they deliver to clients and organisations.

What we do: The Association exists to raise standards in PR and communications, providing members with industry data, facilitating the sharing of communications best practice and creating networking opportunities.

How we do it and make a difference: All PRCA members are bound by a professional charter and codes of conduct, and benefit from exceptional training. The Association also works for the greater benefit of the industry, sharing best practice and lobbying on the industry's behalf e.g. fighting the NLA's digital licence.

Who we represent: The PRCA represents many of the major consultancies in the UK, and currently has more than 250 agency members from around the world, including the majority of the top 100 UK consultancies. We also represent over 70 in-house communications teams from multinationals, UK charities and leading UK public sector organisations.