Agency heads unconvinced by PR degrees

Matt Cartmell, PR Week UK, 13 March 2009, 10:37am

A poll of agency heads has revealed that a third believe graduates with PR degrees are less attractive than those who have studied other subjects.

Ingham: PRCA director general

Questioned on the value of education qualifications, 34 per cent of respondents on the PRCA PR Leaders' Panel said that PR qualifications actually make graduates less attractive.

However, 23 per cent said a PR degree makes graduates more attractive than graduates from other disciplines, and 43 per cent said it made no difference.

In addition, 70 per cent reported that a university education is more important than fifteen years ago.

PRCA Director General Francis Ingham said: ‘There is clearly concern that some of the courses out there do not equip graduates with the necessary skills to do their jobs.

‘As an industry, we need to take a long hard look at the quality of courses available -some universities offer excellent PR degrees, but now is the time to be honest with ourselves, and to recognise that others do not. That's a hard fact to swallow, but it's a fact nonetheless.’

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gilly lock - 13 March 2009

As a final year student on the Bournemouth University Public Relations course, and currently looking for an agency job for when I graduate, this is obviously a concern for me.

I feel my degree has helped to develop my communication skills and has a very good split between practical elements and theory. For example I have had experience in creating and pitching campaigns to clients, using online tactics, campaign evaluation as well as an understanding of specific areas such as issues management and lobbying (I could go on).

I think it's a shame that we're being overlooked by such a large per cent of employers.

Amy Dutton - 13 March 2009

Gilly,

I also completed the PR degree at Bournemouth and found that it is still highly respected within the PR industry.

I think that Bournemouth PR graduates have an advantage upon graduating, due to completing a year placement. This means that when you start applying for jobs, you already have a year's experience and a portfolio of work to show your skills - as well as having a well-respected degree.

The PR degree provided me with the skills I needed to excel in a PR career. I would not be where I am today had it not been for those issues/crisis management, political communication, media law, organisational communication, pr campaigns, written and visual communication, strategic management, marketing communications and PR thoery and practice lectures and seminars.

gilly lock - 13 March 2009

Thanks Amy, perhaps Bournemouth is one of the exceptions then. My lecturer has reassured me that we have a good reputation as well.

I definitely feel my degree has equipped me with the relevant skills to begin my career in PR and helped me to become a confident communicator - I hope employers this as well!

J. Morad Eberle - 30 March 2009

Don’t worry about the reputation your degree may have on behalf of the agencies – its your personal skills and qualities that will make the difference, and in-house PR jobs outnumber largely those available in agencies anyway. PR is a hazardous discipline, where people come from anywhere (marketing, journalism, finance), and it’s indeed often those with now proper education in the field at all that criticize the available studies. Never mind.