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Talent, diversity and growing expectations

Talent, diversity and growing expectations This paper examines the growth of the public relations (PR) discipline in the UK with reference to some of the possible business drivers behind growth and the changing strategic role of communications in companies. Some of the factors at play are discussed, with particular reference to corporate social responsibility, transparency, stakeholder relationships and reputation management and the role of PR in creating the “employer brand” for those companies competing for the scare resource of new corporate talent. The paper also discusses the role of PR education in the UK in preparing aspirants to the profession for the working life of a PR practitioner and considers the expectations of companies for strategic PR management and whether the supply of practitioners meets the need and demand. Finally, the author draws upon experience in having undertaken a course of further formal PR education at Masters degree level and comments on the practical and strategic communications benefits to be gained from framing experience of PR in action within the growing body of PR and communications theory encountered during academic study. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Communication Management Emerald Publishing

Talent, diversity and growing expectations

Sally Sykes
Journal of Communication Management , Volume 7 (1): 8 – Jan 1, 2003
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References (8)

Publisher
Emerald Publishing
Copyright
Copyright © 2002 MCB UP Ltd. All rights reserved.
ISSN
1363-254X
DOI
10.1108/13632540310807278
Publisher site
See Article on Publisher Site

Abstract

This paper examines the growth of the public relations (PR) discipline in the UK with reference to some of the possible business drivers behind growth and the changing strategic role of communications in companies. Some of the factors at play are discussed, with particular reference to corporate social responsibility, transparency, stakeholder relationships and reputation management and the role of PR in creating the “employer brand” for those companies competing for the scare resource of new corporate talent. The paper also discusses the role of PR education in the UK in preparing aspirants to the profession for the working life of a PR practitioner and considers the expectations of companies for strategic PR management and whether the supply of practitioners meets the need and demand. Finally, the author draws upon experience in having undertaken a course of further formal PR education at Masters degree level and comments on the practical and strategic communications benefits to be gained from framing experience of PR in action within the growing body of PR and communications theory encountered during academic study.

Journal

Journal of Communication Management – Emerald Publishing

Published: Jan 1, 2003

Keywords: Corporate social responsibility; Strategic communications management; Management expectations; PR education; Professional competencies

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