Degrees Vital for PR Career

London, 12th March 2009 - A university education is more important than ever for would-be PR professionals. That's the clear message from UK PR agency heads.

Questioned on the value of education qualifications, 70% of respondents from the PRCA PR Leaders' Panel reported that a university education is more important than fifteen years ago.

But agency heads were less than enthusiastic about the value a specifically PR-related degree confers: 23% said a PR degree makes graduates more attractive than graduates from other disciplines; 43% said it made no difference and 34% said it made graduates less attractive.

PRCA Director General, Francis Ingham said
“PR Leaders increasingly see our profession as a graduate-led one. That's good for the industry, and shows how we have matured. The industry of 2009 is vastly different to the industry of fifteen years ago, when the UK was emerging from the last recession.

What is intriguing is how agency heads view PR degrees. There is clearly concern that some of the courses out there do not equip graduates with the necessary skills to do their jobs. As an industry, we need to take a long hard look at the quality of courses available -some universities offer excellent PR Degrees, but now is the time to be honest with ourselves, and to recognise that others do not.  That's a hard fact to swallow, but it's a fact nonetheless.

Equally, we need to recognise the importance of on-the-job training and post-graduate education. That is why we have launched our own PR Diplomas aimed at equipping PR professionals with the tools they will need in their agency careers.”

Trevor Morris, Visiting Professor Public Relations the University of Westminster said, “As more and more people with PR degrees become senior players I am sure that the prejudice of the minority will reduce. Having said that I would expect and hope that there will always be room in the industry for people with a broad range of educational backgrounds. PR isn't and never will be an exact science.”

-ENDS-


About the PRCA PR Leaders' Panel
The PRCA PR Leaders' Panel is made up of managing directors of members of the PRCA (Public Relations Consultants Association), the UK trade association that represents the PR industry in the UK.


QUESTIONS


What is your academic background?
A-Level - 15%
Degree - 79%
GCSE/ O-Level - 4%
MBA/ PhD - 2%

Do you think higher education is more or less important than it was 15 years ago for those looking for a job in PR?
Higher education is less important - 9%
Higher education is more important - 70%
No change - 21%

Does a PR degree make a graduate any more or less attractive than other degree subjects?
Less attractive than other degrees - 34%
More employable than other degrees - 23%
No more or less employable than other graduates - 43%

Other Quotes

Diana Soltmann, Flagship Consulting Ltd “Certain degrees and universities have a certain cachet eg Oxford, Cambridge or the Russell Group of Universities. Plus the courses themselves are the subject of derision in the media. Their reputation and standing needs to be addressed.”


Jessica Watters, Haygarth “Degrees such as languages, where high levels of linguistic and written skills are important, stand candidates in just as good stead as those with PR degrees. Work experience is also key.”


Gary Freemantle, Clarion Communications “I don't care about PR degrees, or indeed degree subject at all - I care about quality of university and attitude & skills of the individual.”


Diana Soltmann, Flagship Consulting Ltd “I tend to question the academic rigour and reputation of the institutions that offer these degrees. It may just be a perception issue."


Mark Stringer, Pretty Green “Personally I'm looking for interesting people who have a thirst for knowledge. A specialized degree is interesting, but more rounded graduates with broader interests can often draw on wider experiences. That said, a grad from Bournemouth is worth taking.”


Gerry Hopkinson, Unity “We are increasingly hiring people who can think for themselves, philosophy, arts, social sciences - much more important than PR degree in our view.”

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