Letter - Losing staff is not a good use of skills

So the PRCA chairman thinks an annual staff churn rate of 36 per cent among agencies is 'not necessarily a bad thing' (News, 9 November). Try telling that to the client faced with an ever-changing account team or the agency's HR department trying to recruit replacements.

Staff leave because - among other things - the agency can't (or won't) invest in the skills they are looking for. And heaven knows, the PR industry's skills base is narrow enough.

A quick glance through the back of your newspaper shows the same training courses being offered as ten years ago, despite the almost seismic changes in our industry.

PR agencies must address their 'skills acquisition' strategies with more urgency if they are to hold on not just to their staff, but their clients too. They must broaden and deepen their skills base; accelerate the speed with which their staff acquire those skills and recognise acquiring new skills is an ongoing process that applies to senior agency management, as well as the more junior staff.

Simon Quarendon, principal, The Lean Agency.

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