The proliferation of university and professional qualifications in public relations may be one of the key steps toward the professionalisation of the industry. Amy Sandys reports

Between the 11th and 14th centuries, there were few choices in terms of which subjects a prospective university student could take. Theology, law and medicine were the recognised professions of educated men. These in turn had developed from previously established schools specialising in Christianity, which had origins in Europe. The choice of institution was even scarcer. In the UK, only the universities of Oxford or Cambridge offered what is now recognised as a degree, becoming certified in 1096 and 1209, respectively.

Just under a millennium later, and choices of university degree course are somewhat more varied. The selection offered by UK universities ranges from the classic, such as mathematics, to the practical, such as nursing, to the specific, such as brewing & distilling. Accordingly, the more specific the degree course, the more focused it generally is towards a particular career. This specificity is a trait of PR and communications- based degrees which, after the first media-based master’s degree was launched by the University of Leicester in 1978, have become increasingly popular for undergraduates, as well as those seeking professional accreditation later on in their career. Francis Ingham, director general of the PRCA, says, “PR and communications courses have a hugely important role in the PR industry, and we partner with a range of leading universities around the UK which provide the very best courses.”

Yet, it is not only bachelor’s degrees that allow PR to become more accessible for those with skills in communications, writing and media relations.

For many PR and communications professionals, professional qualifications are taken years after a degree, or perhaps with no degree at all. Gabi Ioan, programme engagement and change consultant at Vodafone Group Services, says, “Having a qualification from a professional body is not only a formal way to endorse your competences, but also an informal way of saying that you care about your development enough to be willing to put money, time and effort into it.” And in an increasingly competitive workplace, demonstrating a true passion for your intended career path may, for some employers, equate to holding a qualification from a certified body.

As for whether these accreditations, provided by organisations such as the PRCA and CIPR, are accessible to those without a PR or communications background, there are noted personality traits which, Ioan says, are invaluable to the PR profession. She says, “The core abilities – good verbal and non- verbal listening skills, self and general awareness, clarity, honesty, diligence, diplomacy, empathy, and lots of creativity – that you need to be good at communications or PR can be transferred from another degree or different role.”

“To achieve an open and diverse profession, the communications industry must look at its recruitment, promotion and staff development practices”

Often the skills and experience gained from academic subjects or previous employment, garner the skills needed for transition into the communications industry. Particularly with writing- and research-heavy subjects, traits such as meticulous attention to detail and independent working are important for success in the dynamic and intense PR industry. Ingham says, “[PR courses] only present part of the story. Diversity in its broadest sense is key to a successful PR industry, and that extends to education. That’s why we need science and tech graduates, those with arts degrees, the politically educated, and so on, as well as talented PR and comms graduates, or PR apprentices. They all play a valuable role in building our thriving industry.”

There is little reason, therefore, that a career change to the communications sector is implausible, providing the passion to learn and grow is present. Given recent hikes in tuition fees at universities in England and Wales and costs associated with some PR accreditations, experience is arguably as beneficial as academic education. When considering the monetary costs against career prospects, Michael White, digital account director at Lansons, and associate editor of student PR website, Behind The Spin, believes that in some instances, passionate interest is enough to develop into a fruitful PR career. He says, “To work in public relations, regardless of whether you’ve got a PR degree, or just worked your way up through experience, the most important thing is to have a natural interest in the world around you and be very passionate about life.”

White adds, “Everyone I work with is enthusiastic about life, they’re curious and they want to find things out. You need to find it interesting in order to learn and do the best job you can do.”

Accordingly, for PR and media-oriented courses to remain relevant to the shifting communications landscape, convenors must be prepared to adapt where necessary. Digital and social media skills, for example, are now an imperative aspect of PR employment – yet even five years ago, the importance of them was perhaps understated. Ensuring what is learned during a PR degree remains up-to-date in a world where technology and communications are constantly evolving is surely as, if not more, important as extending the degree reach to as many prospective students as possible.

Simon Collister, senior lecturer at London College of Communications, says, “The industry needs to remain relevant and tackle some of the deeper issues it faces, such as competition from other communication and marketing sectors. It must also develop a robust position on digital media, and improve its ability to measure impact and set useful metrics.”

Considering the integral part played by personal innovation and digital skills in ensuring PR remains a diverse media platform, for those who have been in the profession for many years, change has become part and parcel of managing to stay afloat. Yet, some may choose to undertake a communications course for the renewed approach to strategy it lays out.

However, translating these steps back into a successful degree course presents challenges of its own. Collister says, “The risk is that over-excitable departments start creating on-trend courses which, while tapping into the industry buzzword of the moment, may become redundant in a year’s time.” Presumably a merit of a more traditional degree or career path is the ability to approach the PR industry with some flexibility; to stay atop of trends, while not being restricted by them.

Mary Welch, course leader in master’s level strategic communications at the University of Central Lancashire, says, “I teach public relations and communication professionals, successful professionals who are ready to take a more strategic approach to their communication work. They are ready to tap the knowledge and theory base that a university public relations and communication management course can provide.”

She adds, “Like many people who drift into PR and communications management, I learned on the job. I took up opportunities to attend training courses and learned everything I could from more experienced colleagues. There are many valuable lessons to learn working with local and trade press journalists, photographers, printers, conference venue managers and all the other partner organisations you interact with in PR.”

However, for Welch, studying PR in an educational environment highlighted what a communications-based degree could offer to the profession – despite its vocational approach. Welch says, “When I became an academic, I was amazed at the scale of knowledge available to provide insight into communication practice.” Perhaps, the lines between learning PR in an academic environment, and applying PR in a communications setting, are not as blurred as they first appear.

White says, “Some of the best public relations practitioners I’ve worked with have had a sound understanding of communication theory, so that’s a dialogue that really needs to continue.” Applying the dialogue of academia to the practicalities of PR thus fosters an environment in which theoretical consensus can be approached by different personalities; the level remains high, yet the skill set is varied.

The value of creating contacts through university courses must not be understated. White says, much of the lectures and teaching students are exposed to is undertaken by PR professionals. He adds, “I’ve had some great lecturers, and I’ve actually worked with one of them on real projects after university as well. There has to be a really strong relationship between academics, and people actually practising public relations, and vice versa as well.”

For some, a PR qualification can be seen as an investment. Ioan says, “A certificate might not answer all your questions, but will certainly address some of them.” With media and communications so integral to London’s status as a global city, continued growth in this jobs sector is unsurprising. Taking steps such as providing flexible working, catering to specific needs and meeting inclusion and diversity quotas could be another way in which the PR industry can ensure it remains the open profession for which it is known. Ioan says, “Knowing what to say, when to say and how to say it, and above all, knowing when it’s best not to say anything, makes the difference between a good and a great communicator and this comes with knowledge doubled by experience.”

Welch adds, “To achieve an open and diverse profession, the communications industry must look at its recruitment, promotion and staff development practices. That can include supporting talented communications people, without PR qualifications, to study alongside their day job.” Ensuring PR students are aware that spheres of vocation and academia do not operate independently is perhaps integral in ensuring individuals with the right outlook will invest in a PR or communications degree. What is clear, however, is that for PR to remain an inclusive and diverse profession, organisations must take great care to stay atop of social change.