It was with trepidation that I read a recent blog by Danny Rogers warning that PR must 'get ready for a Comms Revolution'. According to Harris Diamond of Weber Shandwick there will be, amongst other developments, an influx of senior professionals into the industry from disciplines outside the traditional media sphere.
Diamond seems utterly enthused by the idea that successful business men and women will flood the sector, breaking down the barriers and stereotypes of the profession and generating much heavier investment in training and staff retention. But what about those that aren’t ‘successful’ or part of ‘a desirable profession’? What are the chances of their own career progression? The graduate scheme that a student may be applying for right now may not logically exist post-revolution. There would simply be no need to recruit raw and natural communications talent when you can easily select from a pre-filtered pool of Ivy League consultants and seasoned politicos.
Revolutions can be cleansing, can foster new relationships and evolve the industry into a stronger force to be reckoned with. The danger therefore lies in going too far. To go all the way is to ignore the benefits of successful knowledge transfer to the new batch of recruits. To ensure the next generation of public relations executives learn from the best that the industry has to offer and are not left merely observing the whistle-stop careerists is vital to sector stability and success. All must be trained to an incredibly high standard. A standard worthy of an industry called ‘public relations’.
See the original comment piece by Danny Rogers here: http://www.prweek.com/uk/news/search/945726/Danny-Rogers-PR-ready-comms-revolution/