The component that is most critical to an employee's training is the opportunity for an individualized approach. PR pros are often working in generalist roles where it is necessary to perform and perfect a variety of skills - writing, pitching, program planning, client relations, and project management, just to name a few.
It is important that the organization assess and understand the competency levels of each staffer. In turn, employees should initiate a dialogue with a manager or HR about the comparison of the most necessary skills for the particular role and the previous experience of the employee.
All that said, the most quality-derived training comes from structured one-on-one planning and debriefing time with managers, account leaders, mentors, and even peers.
Given the intensity of a typical workday in PR, the most common challenge is finding the time. Focused one-on-one time with leaders in the field, asking for feedback and direction, will provide the most relevant learning for individuals at any level.
Sheldon Lamphier is MD of HR at Zeno Group.
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