Unlocking the Potential of Public Relations: Developing Good Practice, a report jointly funded by the Department of Trade and Industry and the Institute of Public Relations, working with preferred media partner PRWeek, aims to boost best practice and the competitiveness of the PR industry.
More than 800 in-house and agency PROs contributed to the survey, presented at the IPR’s annual conference this Wednesday. The research revealed that less than 50 per cent of PROs appear to have formal training and development.
Less than one third of respondents suggested that PR strategy is a ‘regular item’ at board meetings, with seven per cent saying PR strategy was never discussed by the board.
A steering group chaired by hatch-group CEO Michael Murphy has called on industry bodies to ‘develop a plan’ to boost PR’s battered image.
Mantra joint-MD Lawrence Dore, one of the steering group’s members, said the report’s timing was ‘ideal’, given what he described as a ‘long period of introspection’ in the sector caused by the recession and the media ‘pummeling’ PR has taken in recent years.
Dore said one theme of the report that PROs needed to absorb was that ‘if [agencies] want fees to go up, they have to be serious about evaluation’.
Access the IPR/DTI survey online