Whither PR graduates?

Abstract

Reliable, specific, comprehensive and frank data about the fate of PR graduates is hard to find. The problem is compounded by the CAM professional qualifications, since CAM people are often lumped together with ‘academic’ PR graduates in research into careers. The problem is further compounded by media studies, which overlap, and often encompass, PR studies. The PRCA has obtained data from members which show an apparent reticence to provide the actual number of ‘pure’ PR graduates employed. The sparse data gathered to date do suggest that media and communications graduates are more successful in being employed than are ‘pure’ PR graduates. It is difficult to define what a pure PR degree is since, very often, despite the degree title, only a small component covers pure PR training. Many consultancies employ on an ad hoc basis, and few PR graduates are likely to be ready to take on immediate responsibility, unless they have had a fulfilling sandwich year. Moreover, there is stiff competition from graduates of cognate disciplines such as history, English and philosophy, who can be adept in communicating clearly and succinctly, especially on paper, unlike some PR graduates. Even this initial research, thanks to the PRCA's responding with alacrity to this author's request, shows that far more needs to be done, especially regarding the numbers of pure PR graduates employed. Some educational institutions are responsible for this studiedly lackadaisical lack of precision, preferring to hype all the way to the bank. The question arises as to whether comprehensive research already exists, but is too embarrassing to be shown the light of day.

Citation

Mallinson, W. (1998), "Whither PR graduates?", Journal of Communication Management, Vol. 3 No. 1, pp. 74-79. https://doi.org/10.1108/eb023486