Why do PR agencies seem to compare themselves only to other firms when it comes to HR practices?

This is a major problem in our industry if you ask me, and it's a problem that HR should solve.

This is a major problem in our industry if you ask me, and it's a problem that HR should solve.

I've been doing recruitment in the PR industry for the past six years. When agencies consider implementing new HR practices, they compare their practices primarily to other agencies.

I don't believe many PR agencies are good at HR. I've talked to many candidates from just about every agency out there and I've yet to find one who says that their development, talent acquisition, and education programs are great.

If we're going to move the bar in the industry, we must look at great companies and emulate them. We can't just look at what other PR firms or PR departments are doing. If you are Joe Agency and are looking to put a great retention benefit in place, look at what Starbucks is doing - don't just compare yourself to competitor Jane and competitor John. This is how we are going to create a great place for our people.

Steve Fogarty is senior staffing partner at Waggener Edstrom.

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