For instance, I was taken aback at the level of technical skills on display, with many having the ability to code basic HTML and use mainstream photo manipulation and graphic design packages - far more than I could do when starting out my career in PR.
An area where universities could improve is search engine optimisation (SEO) knowledge, awareness and training - a vital ingredient in any digital PR person's armoury.
Not one interviewee had any understanding of SEO, or how it could be incorporated into a modern-day PR toolkit.
I was also surprised at how little knowledge PR and marketing graduates had of affiliate marketing - estimated by Econsultancy to be a £4bn industry in the UK, and a sector in which PROs can have a great deal of positive influence. Affiliate marketing is a growing part of many big brands' marketing mix and I thought there would have been a greater focus on it in university courses.
Andy Barr, co-MD, 10 Yetis PR