PR Moment

PR Moment: You must constantly update your skills to thrive in modern public relations

Do you need any qualifications to succeed in PR?

Well, of course, they aren’t mandatory, but they can certainly help. And this doesn’t mean getting a PR degree or gaining a PR qualification just at the start of your career, but constantly updating your skills.

After analysing top communications professionals throughout Europe, the European Communication Monitor findings suggest that making the effort to continue gaining knowledge will benefit your career.

David Alexander, managing director at agency Calacus Public Relations said: "I took it upon myself to learn as much as I could and over the course of time, there is now a lot more in terms of resources for PR newbies to learn from.

“I also committed to taking the CIPR Chartered Practitioner qualification and worked hard to ensure I passed it first time.  

PR Moment – Is PR a profession?

PR may be full of hard-working, conscientious and professional people, but it is not a profession, at least not in the same way as law and accountancy. 

Becoming a fully-fledged profession may not be the best thing for PR, but having recognised PR qualifications surely can’t do you any harm. Especially if it can increase your pay, which it could well do. 

David Alexander, managing director at agency Calacus Public Relations: “The problem PR has faced over the years, ironically, is one of its own reputation...."

PR Moment – If you work in PR, you're the worst at switching off from work

According to research by software company Workfront, half of marketing and comms professionals check on their work emails in their spare time, so instead of switching off, they are logging in.

David Alexander, managing director at agency Calacus Public Relations, says:
“I try hard not to look more than once at weekends but when crisis hits, it invariably comes at unsociable hours and clients require senior counsel. It’s part and parcel of the job.”

PR Moment – Are clients still obsessed with print?

As print circulations continue to decline and digital continues to expand, it is not surprising that PR now focuses more on producing online content rather than just trying to get mentions in traditional media. 

As David Alexander, managing director of agency Calacus Public Relations, puts it: “Public relations now means public relations, rather than just media relations in the way it had evolved to be.”

PR Moment – Making PR more flexible benefits the PR industry as well as parents

While nearly half of British workers would like to work flexibly, only around 6 per cent of all job ads offer this and disappointingly, only 2 per cent of PR job ads do (source: Timewise Flexible Jobs Index). So, on the face of it, If you want to work flexible hours, then you should look for a job out of PR, and preferably out of the UK!