A recent PR Week survey found that 34% of polled employers thought that PR degrees made applicants less attractive than graduates from other disciplines, while 43% said that PR qualifications didn’t make a potential candidate any more or less attractive. (PR Week, 2009) The results of the poll are particularly worrying for a student half way through a graduate-level PR course.
Additionally, a look at the global leadership of Burson-Marsteller highlighted that 8 of its top 16 positions were filled by individuals with degrees from other subject areas, ranging from Accounts, Industrial Relations, Politics and Journalism.
In light of these revelations, I still believe a PR degree is an invaluable tool for building a knowledge base and understanding theories and practical approaches utilized in the working world of public relations. Some employers are devaluing the significance of PR qualifications as they may be threatened by individuals who have formal education in the field. PR graduates set themselves aside from others sporting alternate credentials by showcasing their commitment to the industry and acquisition of basic skills needed to perform productively within the sector.
Personal qualities and contacts are indeed necessary for success within public relations. An individual who is a good communicator, creative and sociable will undoubtedly pave the way to relishing in a PR function. However, in light of the competitive arena for obtaining increasingly limited positions, PR qualifications will help to set aside a graduate from the rest of field, as the individual will be able to demonstrate PR-focused skills and knowledge obtained during the course of studies.
References
Burson-Marsteller, (2009). Global Leadership. [online] Available from: <http://www.burson-marsteller.com/About_Us/Global_Leadership/Pages/default.aspx> [Accessed 30 March 2009].
PR Week, (2009). Agency Heads Unconvinced by PR Degrees. [online] Available from: <
Joni, the figures are worrying indeed. But, good points, I support your point that a PR degree is important to build an understanding of not just the theoretical but the practical approach. Why should universities train PR graduates and employers hire for instance Accounts graduates to do the PR job? On your point about some employers hiring applicants from other disciplines -- I think it's time a PR qualification became mandatory if one has to work in the industry. I believe this will help distinguish from who is supposed to work in what profession?
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