Bite Size Comms

This week’s thought piece. The Chartered Management Institute recently researched the number of employees promoted into management roles without proper training. ‘Accidental managers’. They found that 82% of managers didn’t have adequate training when starting their management role. The Institute points out that poor management can lead to low motivation and productivity of employees, conflict, and a high staff turnover. Good management can encourage people to take on new challenges, stamp out harassment, and lead to better operational performance. My thanks to Stephen Waddington for pointing me to the research.

What is the relevance of this to PR? Research conducted by the PR Academy earlier this year estimated that the number of practitioners with a professional qualification in PR is around 15,000 – 20,000. Qualifications gained from the CIPR, PRCA, AMEC and the PR apprenticeship. The PRCA’s census in 2021 estimated that there were 99,900 PR practitioners in the UK. That would indicate that only 15 – 20% have a professional qualification or turn it around, and some 80% or more are ‘accidental PR practitioners’.

I’m probably addressing the wrong audience on LinkedIn, as many follow me because of contact through CIPR qualifications or the PR apprenticeship. I did the CIPR Diploma in 2010 after working in a public sector comms role for many years. I found exploring the theories, concepts and models underpinning my daily work fascinating. I found the opportunity to reflect on my own practice was enlightening. I have never regretted the cost (I was self-funding) or the time taken.

Yet fewer and fewer people are enrolling on PR qualification programmes since the end of the pandemic. It’s the same in marketing. As professionals, we should be encouraging colleagues who do not have a PR qualification to get qualified. The CIPR might do more to promote the benefits of qualifications. Mapping out a career journey for a new practitioner that includes professional qualifications, job/skills training and Chartership. Each has a place on that map.

Reducing the number of accidental practitioners should have a positive effect on the reputation of the profession.

[Image: Unsplash]