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12-07-2010
Account Manager challenges PR academics to justify their teaching
Birmingham-based PR account manager, Aimee Postle of Kinetic
Communications, challenged PR academics to justify their teaching of PR in
universities at the First International History of PR Conference (held in Bournemouth,
7-8 July).
As one of 34 international speakers, Aimee, who has completed both the Chartered Institute of Public Relations (CIPR) Advanced Certificate and Diploma, questioned why universities continued to ‘churn out PR graduates’ when evidence suggested that PR-specific education was less than beneficial in the recruitment process.
“Don’t get me wrong,” she said, “I firmly believe in the power of PR-specific education and have benefited tremendously from my studies. But, how can we expect employers to fund professional/vocational qualifications or students to attend PR degrees when their value is constantly being questioned by the people who will ultimately pay salaries?
“I argued at the conference that, until the financial and career benefits of PR-specific study are proven, scepticism about the value of such degrees and qualifications will remain high. And, until employers and clients begin to understand the benefits an educated PR practitioner can bring, there will be little support for them within the industry.”
Aimee is now hoping to work with the CIPR and PRCA (Public Relations Consultants Association) in the UK – and their international counterparts – to develop a programme of collaboration which will bring together academics and representatives of PR industry to move the debate to the next level.
She continued: “The debate about education and professionalization in the PR industry is not new – it has been going on for over 100 years. But we are no nearer an answer now than we were 50 years’ ago. If PR, and PR qualifications, is to be taken seriously, then we have to start speaking in language that business will understand and justify return on investment.”
The First International History of PR Conference took place in Bournemouth from 7-8 July. Over 80 delegates attended to hear the 34 international speakers from Europe, America and Asia present their papers. Further information and proceedings can be found at http://blogs.bournemouth.ac.uk/historyofpr/.
As one of 34 international speakers, Aimee, who has completed both the Chartered Institute of Public Relations (CIPR) Advanced Certificate and Diploma, questioned why universities continued to ‘churn out PR graduates’ when evidence suggested that PR-specific education was less than beneficial in the recruitment process.
“Don’t get me wrong,” she said, “I firmly believe in the power of PR-specific education and have benefited tremendously from my studies. But, how can we expect employers to fund professional/vocational qualifications or students to attend PR degrees when their value is constantly being questioned by the people who will ultimately pay salaries?
“I argued at the conference that, until the financial and career benefits of PR-specific study are proven, scepticism about the value of such degrees and qualifications will remain high. And, until employers and clients begin to understand the benefits an educated PR practitioner can bring, there will be little support for them within the industry.”
Aimee is now hoping to work with the CIPR and PRCA (Public Relations Consultants Association) in the UK – and their international counterparts – to develop a programme of collaboration which will bring together academics and representatives of PR industry to move the debate to the next level.
She continued: “The debate about education and professionalization in the PR industry is not new – it has been going on for over 100 years. But we are no nearer an answer now than we were 50 years’ ago. If PR, and PR qualifications, is to be taken seriously, then we have to start speaking in language that business will understand and justify return on investment.”
The First International History of PR Conference took place in Bournemouth from 7-8 July. Over 80 delegates attended to hear the 34 international speakers from Europe, America and Asia present their papers. Further information and proceedings can be found at http://blogs.bournemouth.ac.uk/historyofpr/.
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