Despite all the changes upending the industry, PR pros say their future is bright.
A new study from the PR Council, conducted in May, taps the sentiments of 367 public relations professionals and finds that many have a positive outlook for the industry. Some 85 percent say they are optimistic about the future of PR—and nearly half say they are very optimistic.
Three in four feel ready to help lead the industry’s revolution, regardless of their experience level or agency background.
Respondents are less ebullient when it comes to compensation. Fifty percent put wages as their top concern, and 54 percent say making more money is a top inducement for their future PR work. Nearly seven in 10 believe they would have to change agencies to see a significant pay increase.
However, most PR pros say they are satisfied in their current roles. The study reports that eight in 10 are happy with their jobs, and 95 percent say they’re engaged at work. An equally high 92 percent report feeling secure professionally.
[RELATED: Enter your work—or nominate a colleague—for our 2018 ACE Awards.]
The report looks at other industries as well—to provide context for its findings—and finds that PR agencies are well situated to retain employees. However, PR pros are still interested in finding new opportunities. The report says more than six in 10 employees are open to changing jobs; one-sixth are ambivalent about their current roles or are passively looking for a new job.
Why the wanderlust?
What might drive a PR pro to look for new opportunities? The report says compensation is the No. 1 issue, but it also lists the volume of work (38 percent), the “always on” nature of an agency (36 percent) and a lack of opportunities for advancement (32 percent).
How can PR agencies persuade their best employees to stay? Aside from a pay raise, PR pros rank professional development and interesting work as top motivators for their work. Forty-five percent of respondents say becoming more skilled and accomplished could entice them to either leave or stay in their current job. Interesting work places second, at 34 percent, and meaningful work (working with clients aligned with personal values) is next, at 32 percent.
PR agency executives should also provide more feedback and encouragement. The study says 50 percent of practitioners want meaningful feedback about their work. They’re also open to more training. Forty-six percent report wanting more hard-skills training, and 38 percent desire soft-skills training. PR pros also support mentoring and coaching, job shadowing, flexible work schedules and telecommuting.
The pitter-patter—and palpitations
One key finding is the angst PR pros feel about starting a family. Those planning to have kids are twice as likely to look for a new job—or feel frustrated about their compensation. Roughly three-quarters of mid-millennials (ages 26–30) belong to the “planning to have kids” group, and seven in 10 mid-millennials plan to have kids in the next five years.
Several prevailing notions about agency work hold true in the study. PR agencies have a transient workforce, with 45 percent of respondents reporting having changed agencies and 52 percent having been at their current agency for less than three years.
However, PR pros have good things to say about agency work. Eight in 10 would recommend that a prospective PR pro pursue work at an agency.
To learn more about how different age groups are adapting to agency work and how agencies can retain their top talent in every demographic, consult the full report.
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