PR requires skill, industry knowledge

PR is about ownership of a company's PR strategy, notably its brand reputation in the market place – done so by sending out a message that communicates and builds credibility. This can't be entrusted to a graduate with the right skills but no industry practice.

Industry knowledge

While one can't expect graduates to have the experience of someone already working in the industry, practitioners are finding that graduates can't be left alone without mentors/coaches and further training.

Vital skills needed to be an efficient practitioner include communication, writing, general knowledge and industry knowledge i.e. graduates understand the dictionary explanations but not the practical implications.

Educators need to address this skills shortage, starting with education standards not being high enough, making experiential training vital for graduates entering the profession. Sufficient graduates are coming out of tertiary education; they just need to be upskilled and mentored – rather than looking outside the industry.

Skills for PR are niche and specialised, so candidates from other backgrounds won't necessarily understand the impact on the target audience.

Not all glitz and glamour

Another worrying factor in the industry is the high staff turnover. Many graduates join the profession only to discover it's not all glitz and glamour – hard work and long hours are often called for. The PR industry is fast paced with tight deadlines and a high burnout factor, leaving many practitioners disillusioned and looking for work in less stressful environments.

Many feel the grass is greener on the other side, with senior level practitioners only willing to look at a career move to the corporate world. After a few years in the industry many practitioners decide to rather put in the hours for themselves and build up their own client base.

Passion, commitment and loyalty will take you far. Having a long-term view is also important; PR is the same no matter where you work but personal growth will get you ahead. Younger practitioners always seem to look outside for growth and not internally – you will find stimulation where you seek it.

To stay on top of your game you need to look beyond the strategic plans and find new opportunities, different ways to position client and build their reputation. PR companies today offer clients a comprehensive package ranging from event management to media relations and strategic planning. This gives the practitioner the opportunity to think outside the box and come up with innovative ideas that can be executed quickly and cost effectively.

Time invested in coaching and mentoring goes to waste due to job-hopping. This is disappointing to the company but of benefit to the industry at large, as better skilled candidates are now entering the market. I would rather be training our own professionals than other industries.

Strength of character

Headhunting is in play so the temptation to job-hop is out there, but money shouldn't be the only attraction. Strength of character lies in how long one stays in a job.

Self-starters like Bill Gates and Raymond Ackerman persevered through thick and thin to build their empires. You need to familiarise yourself with all aspects of your company and not stick rigidly in your position – learn more and you will not be bored.