NEVER A BETTER TIME FOR A CAREER IN PR – MIKE LOVE

Public Relations is a business that needs all sorts. People that is. Richness of diversity in different ambitions, backgrounds, experience, education, aptitudes, skills, ethnicity, age, gender and raw talent.

One of the things that makes PR so interesting as a career and valuable as a business service is that diversity.

One of the things that makes PR so interesting as a career and valuable as a business service is that diversity. This should extend to a good mix of specialists, generalists, and for want of a better word (suggestions welcome) integrators.

Most people who work in PR do specialise, at least to the extent of working in one discipline of PR and not another. So a difference between those who have a passion for, and develop expertise in, public affairs/government relations; internal communication/employee engagement; consumer PR/brand comms; corporate comms/external affairs/digital comms.

For consultancies, disciplines are becoming increasingly specialised

For in-house PR people the discipline needed or that they choose is most often determined by the corporate structure, history or immediate needs. For consultancies, disciplines are becoming increasingly specialised as one time “full service” offerings become channelled one way of the other to be “know for” one type of work but not another.

there is a new trend requiring greater collaboration as digital communication has blurred the old distinctions between areas of work defined by channel and audience

In parallel to such a tendency to specialisation  there is a new trend requiring greater collaboration as digital communication has blurred the old distinctions between areas of work defined by channel and audience, not message or story. In this climate the “jack of all trades” generalists (like me) have a new and bigger role to play as integrators of both people and work.

For those starting a career (or thinking about a career) in PR, there has never been a better time to do so – we all need specialists, generalists and the integrators.

 

This article was originally published on Mike Loves Pr and has been posted here with his kind permission. 

Mike Love is the Chairman of Burson Marsteller.

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