VIEWPOINT - Colin Byrne

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Weber Shandwick UK & Ireland CEO Colin Byrne says the industry needs to put ‘more money where its mouth is' where learning and development is concerned.

He urges agency bosses to stop being complacent about the fact that PR is such a popular career choice for graduates.

Byrne uses his video-clip to argue that most of the industry tends to pay ‘lip service' to training, with smaller consult­ancies happy to allow large agen­cies to train staff before poaching them for ‘a few grand more'.

Agency chiefs should also help new recruits make informed choices about which sector of PR they wish to work in, says Byrne. While PR is an increasingly specialised industry, he says many graduates have no idea what they want to specialise in.

Do you agree with Colin? Email and we'll publish your views online or on the letters page.

Click here for the WMP version of this week's ViewPoint (PC)

Alternatively, click here for the QuickTime® version (Mac)

In association with Radio Lynx CONTENT T 020 7349 2020


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