Who do you think you are? Respond to the PR Census 2013

PRCensusScoping the PR industry is an unreliable business – but the PR Census (undertaken by PR Week and PRCA) is a valiant attempt to provide some useful numbers and insight into who we are and what we do. That’s why I support the call to complete the census form: https://survey.yougov.com/vdfp0RlDDBKrdk.

The greater the number of UK practitioners who take a few minutes to participate, the more reliable the data and analysis that is produced will be.

Reviewing the findings from the 2011 PR Census, I summed up public relations as:

dominated by the young and female. In terms of age, only 20% of PR practitioners are older than 45, despite the fact that 28% of the general working population is over 50. Women account for almost two-thirds of the PR industry (64%) compared to 46% for the overall workforce.

It is doubtful that two years on, the PR industry is demographically greatly different – but we will have an opportunity to look at some trends and dig deep into the data to discover if some of the previous findings still hold true:

  • PR practitioners are not a greatly diverse bunch in demographic terms
  • On average, the female respondents had less experience than their male counterparts
  • There seemed to be a black hole of women leaving PR mid-career (and not returning after maternity leave)
  • Regardless of age or experience, there continues to be a noticeable gender salary discrepancy in men’s favour
  • With a relatively long hours culture reported by respondents, starting salaries in PR aren’t overly generous – which is even more important than two years’ ago given increasing costs of undergraduate degrees

If these aspects remain pretty consistent, it suggests little has been achieved since the last PR Census to address issues that should be of concern to employers, professional bodies, educators and practitioners themselves. Rather than simply focusing on where the results from the 2013 PR Census offer an opportunity for the industry to pat itself on the back, more needs to be done to future-proof rewarding careers in the field as the norm (regardless of gender, age, race, class, education, experience, entry point, etc).

Anyone looking to recruit PR talent continues to lament the shortage of really high calibre candidates. There has never been a better opportunity for public relations to secure its ground as a credible, valued professional discipline both as an in-house function and a bought in expert service. This is great news – but we won’t realise the potential, and attract or retain the brightest and best, if we simply use this important research to create infographics and generate publicity for PR.

A story of superhumans – inspiring a PR generation

Today I met the 2012 intake of public relations students at Bournemouth University. To use the vision of the London 2012 games, this is the next generation that we need to inspire to lead our occupation. A quick poll (well asking them to put up their hands) revealed pretty much all use Facebook, but perhaps a quarter have a Twitter presence and a handful can be found in LinkedIn or Pinterest. So are they a digital generation – who live an always-on, hyper connected lifestyle, ruled by apps and online news?

If they are not, then they will soon need to address this gap in their competencies as they look to engage fully with the world of public relations, and indeed, modern University education. Rather than Google and Wikipedia (which undoubtedly have become their primary sources of information at school), we expect them to engage with online learning resources, electronic journals and ebooks, web and mobile based communications, respected blogs (such as PR Conversations) and social media based professional networks.

Their future careers need to be about more than getting to grips with the tools of digital communications however. We need to inspire them to change perceptions and become highly regarded strategic managers. This aim requires the practice of PR also to change its perception of students and not see them only in terms of craft skills destined to follow a career that relies on time-served and step by step promotion up the agency or corporate ladder.

In the new world of work, you need to create your own opportunities – this was the message from the final year students who came along to share experiences of their placement years. If you want to be recognised and have a great personal reputation, this takes superhuman effort rather than floating along waiting for chances to come your way.

As the Summer of superhuman efforts in the Olympics and Paralympics fades into our memories, it is worth reflecting on how perceptions were changed during a few weeks of inspirational sporting endeavours. At least for a while, our opinions of being British changed. We felt a vicarious satisfaction in delivering a world-class games, that reflected our unique culture and showed the rest of the planet that we are more than the impressions often left by our politicians and drunken holidaymakers.

One legacy that it is hoped will have longevity is a new view of those with disabilities – thanks in part to the Meet the Superhumans campaign by Channel 4. This involved more than a short promotional video however, as Channel 4 had invested in getting to know the Paralympic athletes over a two year period. But the phrase, superhuman, was inspired and helped reposition the Paralympic games, and its competitors, as people who demonstrated superhuman abilities rather than disabilities.

But without the achievements – and genuine personalities – of those who participated in the games, no creative communications campaign would have altered perceptions. What challenged our opinions, beliefs and attitudes was the realisation that the athletes were, to an extent, just like us. Well, in reality, they aren’t like us, as most of us never aspire to, let alone achieve, the pinnacle of our potential. Whether that’s being a medal winner, or delivering a personal best, it means striving and sacrificing to realise dreams.

That also means being better than the previous generation – I genuinely want to be inspired by those entering public relations. Yes, as an educator, I can help them on their career paths. I can introduce them to the theory and practice involved in public relations, and encourage them to engage fully with digital communications and future trends. But what inspires me most is when they push this further and show what they can achieve. Only they can change the future perception and opinion of public relations.

Plotting a personal path to PR career success

PR Academy is looking to document how studying a PR qualification has helped in developing careers. The “Your Learning Journey” concept involves posting a comment on its blog in no more than 140 words relating the influence and path taken as a result of gaining a qualification. As well as potentially winning a Trailfinders gift card to the value of £250, there’s an opportunity to feature in its campaign to encourage continuous learning. You don’t have to be a PR Academy student to take part (and you are encouraged to Tweet using the #learningjourney hashtag).

This initiative is interesting to me, not only because I’ve spend over a decade working with many students of public relations (including those enrolled with PR Academy), but for the connections it has to my own PhD studies into career strategies in PR.

If you are thinking about your next move in public relations, there are three concepts I’ve found running as threads through my research into the historical context of career strategies in the field. Continue reading

PR is about action not procrastination

PR time – balancing urgency and importance (after Stephen Covey)

One of those silly PR surveys yesterday made me think – it was about procrastination and the time we waste in putting things off. I am very familiar with the idea with students – and PR practitioners – who are deadline-oriented creatures and expert also at displacement behaviour where you focus on other tasks rather than knuckling down to the priority at hand.

I also advocate Stephen Covey‘s notion of ‘first things first’ and include an adaptation of his urgent-important matrix in the forthcoming Public Relations Strategic Toolkit.

Continue reading

Feminization of public relations

I’ve produced this infographic as part of my presentation at next week’s International History of Public Relations Conference. My paper aims to foreground the career experiences of women working in public relations in Britain during the 1970s and 1980s. As well as reviewing the existing historical literature (where the presence of women is largely missing) and conducting qualitative interviews, I wanted to put the story into some statistical context.

Although the veracity of any data is impossible to verify, it does provide heuristic knowledge of the increased feminization of the field of public relations over the past four decades. During the 1970s and 1980s, the data indicates the percentage of women in PR in the UK increased from around 10% to 40% – from one to four in every ten practitioners. This has risen further in the last twenty years to almost seven in ten practitioners. Continue reading

Talking about my generation – PR and pretty young things

image According to the UK PR Week-PRCA 2011 PR Census, public relations is dominated by the young and female.  In terms of age, only 20% of PR practitioners are older than 45, despite the fact that 28% of the general working population is over 50.  Women account for almost two-thirds of the PR industry (64%) compared to 46% for the overall workforce.

The Visions of Britain 2020 study looking at “Working Women” (published today) highlights concerns over childcare issues, claiming:

women in their 30s and 40s are having the children that they put off when they were younger as they climbed through the education system and onto the career and property ladders.

Continue reading