Industry flounders with graduates

The PR industry is struggling to promote itself to graduates, according to a 'shocking' survey by tech agency Hotwire.

In Hotwire's study, final-year university students were asked which industries were effective at promoting themselves to candidates. PR ranked ninth out of 12 popular career choices.

The industry lost out in favour of more traditional professions, especially legal or financial roles. Banking (7.58 out of 10), accountancy (7.5), retail and marketing (7.1), teaching (6.9), law (6.6), engineering (6.5) and advertising (6.3) all achieved a higher effectiveness score than the PR industry (6.2).

Only the charity sector (5.7), medical science (5.6) and journalism (4.3) were seen as less effective than the PR industry at promoting career opportunities to graduates.

Hotwire carried out the survey among the university graduates who expressed an interest in the agency's 2008 trainee scheme. The agency's UK MD Brendon Craigie called the results 'truly shocking', adding that a 'proactive approach' was the only way to address this gap.

He continued: 'Our industry has a lot of ground to make up if it is to be taken seriously by graduates. We have experienced significant growth in the past five years, but there is a danger that we will be unable to sustain this if we cannot expand the talent pool.'

PRWeek's recent salary survey (PRWeek 28 February) indicates that entry level salaries in PR are on the up.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.