Recruiting and retaining top talent is universal dilemma

Talk to senior PR professionals in any part of the industry or location in the world and they'll tell you their most top-of-mind issue is recruitment and retention of the best talent.

That applies to both agency and client sides of the business and whether you operate in the PR heartland of New York City, Silicon Valley and San Francisco on the West Coast, the entertainment mecca that is Los Angeles, or the consumer hotbed of Chicago.

In Asia, it is not uncommon for companies to see year-over-year staff turnover rates of more than 50%.

As an up-and-coming PR pro, if you combine the right skills with in-depth understanding of modern communications and digital and social expertise, your services are going to be in big demand.

That’s why you should pay close attention to this Career Issue, where we dive deep into the skills required of an effective CCO and analyze the impact the remorseless sprint toward integration is having on the communications sector.

In the latter piece, it’s fascinating to hear Porter Novelli’s global COO Nick Propper caution that PR
is in danger of losing out to advertising, tech startups, and entertainment in the hunt for integrated talent — so the industry must also ensure it presents itself as a vibrant and attractive option.

You can also find extra content on these topics online, including illuminating video interviews and a compilation of best advice from seasoned PR pros.

Let’s ensure the modern cadre of comms practitioners is fit for the new purpose and that the best young talent chooses PR as a career. 

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