Your new post is loading...
A very thoughtful post on the future of PR by Heather Yaxley...
The answer: “I don’t know – I’ll get back to you on that”. This joke is a reminder of the importance of having a solid understanding of your subject matter in PR practice. This is the topic of my second post looking at the future of work in public relations.
When looking at the traditional academic models of working in PR, a division is made between manager and technician. The distinction here is between having the competencies (behaviour patterns that reflect knowledge and skill) to conceptualise and direct PR activities or to carry out communications activities at the behest of others. Knowledge and skills tends to be PR specific (albeit with relevant administrative expertise for the more senior role). Expertise is emphasised in media relations, communications and relationship management; alongside competency in planning, implementing, and (at least in theory) evaluating PR programmes....
