We recognise it's a common cry for employers to claim the next
generation is not fit for purpose and academia is too remote from
the coal face. This isn't really our gripe, although we have some
sympathy with this view.
We see many bright, enthusiastic and capable young people, fresh
out of uni. But, too often we see the surprise on their faces when
they enter a consultancy, a real workplace, whether it's a work
placement or their first job. They're not prepared and their view
of work is not realistic. Adjustment can be hard for
We have tried and failed to engage with our local universities
to offer some insight and input into courses. Apart from spelling
out the commercial realities of life in a private consultancy we
would also like to promote knowledge and awareness of some
different skills that aspiring PR consultants should have to the
ones they're being taught.
(At this point, I would like to thank Jessica Malnik, a
PR/marketing coordinator, whose blog post on this subject was
picked up and edited on www.prdaily.com)
We agree that new PR graduates should have some familiarity with
- Basic HTML knowledge (ideal for WordPress and Blogger
- Simple video making and editing
- Social media familiarity and greater understanding of
The core skills of being able to write great, concise copy in
plain English should not have to be said; nor the need for good
grammar and spelling.
Here's hoping some lecturer stumbles across this post ...