OPINION: Editorial - Flexibility is crucial to staff retention

Working in PR has many attractions - parties, glamour, reasonable pay, influencing the national agenda and the drama of making news - but a nine-to-five working day is not one of them. So it was a little baffling to hear that technology agency the Weber Group has decided to offer its staff, as part of a raft of flexible working measures, the option of working four ten-hour days instead of five regular days.

Working in PR has many attractions - parties, glamour, reasonable

pay, influencing the national agenda and the drama of making news - but

a nine-to-five working day is not one of them. So it was a little

baffling to hear that technology agency the Weber Group has decided to

offer its staff, as part of a raft of flexible working measures, the

option of working four ten-hour days instead of five regular days.



PR Week surverys have shown that in PR, working days of nine or more

hours are the norm. However Weber, like many other agencies, faces a

severe employment shortage. It has realised that it needs to do more to

attract skilled staff. As well as the four-day week, Weber is giving

staff the chance to vary their starting and ending times, work from home

one day a week, or work a 24-hour week.



Any measures which attract more people into the profession should be

encouraged. Adding flexible working to the range of PR perks can only

benefit the industry in the long term.



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