What sort of training do you think someone needs who is working in PR today?
It’s on my mind as we’re in the middle of developing new training modules for TheHub, our internal training programme. And I got to thinking about just how different the agency workplace is to when I started in the mid-1980s.
For those of you who remember those days we wrote press releases by hand for someone else to transcribe on a golf ball typewriter. (I wish I’d had shares in Tipp-Ex.) The fax was a dazzling new gadget to provide media with content ‘instantly’. And we were all just a little more carefree – and badly dressed.
Don’t get me wrong. I’m a big fan of nostalgia in film and music; but not the workplace. Agency life today is so much more challenging than we could have imagined but its dynamism, variety and the continual expansion of our scope of work is a real rush.
From the days of being a ‘people person’ and a newshound we’ve rocketed into the cloud. And we’re still newshounds.
But we’re more business savvy, more expert. Our insights are deeper. We’ve become business experts not just communications experts – the division no longer exists (if we’re honest, never really did).
So what skills need to be acquired to operate in this brave new world? Digital expertise goes without saying. Client service ditto. But those are just for starters. We’d really like to hear your thoughts.