The position of the PR professional within the organisation has been debated for years. Many have advocated for the PR manager to have the ear of the CEO and be part of the ‘dominant coalition’. But this position needs to be earned and not just expected or demanded. So what talents are required to make it to this level?
A new working paper by Dr Tom Watson and Dr Chindu Sreedharan, from the Media School at Bournemouth University, considers the competencies and training needs for the senior communicator of the future. Senior communicators in Europe and North America were asked to rank a set of propositions regarding the knowledge and abilities they think will be required for professionals in five years time.
What rose to the top of the list was a need for greater emphasis on strategic management skills, linking communication activities with the business strategy and moving away from simple ‘organisational publicity’. Along with this came the need for critical and analytical minds that can work across many disciplines. Amongst other findings, the report recommends that the training and knowledge of the future senior communicators should focus on areas such as business strategy, financial literacy, economics, public affairs, public diplomacy and relationship management.
So how does the practitioner achieve this knowledge? There is no single place where this can be achieved – nor should there be. Future communication managers need to assess their own circumstances and existing skill-base and look for opportunities to develop. An attitude that embraces life-long learning is a good start. Universities can provide some of the skills, but they can’t all be packaged in an undergraduate degree. Post-graduate study that builds on knowledge may take the communicator into different disciplines, or bring those from different disciplines into communication. Combined with experience across many areas and a sharing of knowledge, public relations as a discipline can only gather strength.
If we want to be heard at the senior levels, then we need to ensure that we have something valuable to say. Are we there yet?
Hey Leanne,
I found Tom Watson and Dr Chindu Sreedharan’s paper really interesting! I am curious though; from your personal experience in the field of public relations do you feel that the top ranking propositions are in line with the current needs/ trends in Australia? Were you at all surprised by the ranking order of any propositions in table one of the paper?
Ruby
Thanks Ruby – glad you enjoyed it. I certainly do think the findings gel with what is needed in Australia and am not surprised with the rankings. In fact, I am pleased that this is how it is seen, and while we have some great senior communicators in Australia working at that level, I think we still face challenges in some places where there is a lack of understanding of the strategic value of PR.