Search

This chapter explores the perceived changes in core knowledge and skills demanded by the public relations industry. Through a series of interviews with senior PR practitioners based in the UK it assesses key questions such as what are the emerging skills required by contemporary PR teams and agencies; how are PR practitioners addressing the transition from traditional PR skill-sets to new ones; and whether this process is smooth and linear or represents a disruptive break that is challenging the industry. It concludes that despite predictions practitioners unable to adapt to PR's digitally-driven transformation will be forced out of the sector, core PR skills such as client and relationship management and a strong understanding of business and media strategy still play an important role in the industry. industry

This chapter explores the perceived changes in core knowledge and skills demanded by the public relations industry. Through a series of interviews with senior PR practitioners based in the UK it assesses key questions such as what are the emerging skills required by contemporary PR teams and agencies; how are PR practitioners addressing the transition from traditional PR skill-sets to new ones; and whether this process is smooth and linear or represents a disruptive break that is challenging the industry. It concludes that despite predictions practitioners unable to adapt to PR's digitally-driven transformation will be forced out of the sector, core PR skills such as client and relationship management and a strong understanding of business and media strategy still play an important role in the industry. industry