Opinion: How familiar are you with PR, today?

We have all read enough on ‘the great resignation’ or ‘talent shift’ or ‘talent gap’ and even more on what employers are doing to attract new talent. However, less has been spoken about the retention of the existing ones. The last two years have been exhausting and the industry has moved ahead at a breakneck speed. Much like the generation leap of Hindi soap dramas, a lot of talent is finding out that they blinked and have possibly skipped a generation or two.

 

The PR business was always stressful and had high stakes in the game, it was exhausting on any good day. And then the last two years pulled out every ounce of one’s inner strength and probably emptied all reserves. Most are tired from keeping up with the changes and just want to finish familiar. Business owners are rushing to hire new talent on one end and are struggling to retain the older ones, who are just exhausted. Out of this chaos of the mad talent rush, somewhere a remarkable shift in the PR industry has emerged and these seven make it to the top of my list: 

 

Push back: The PR field has always had to use a strong foot to stomp and push back unrealistic expectations. However, majority of the industry would still get steamrolled into accepting higher expectations most of which would be unrealistic setting themselves up for a fall. This also entitled brands to make a case for a lesser raise or pay change. The PR industry had to work twice as much to earn a seat at the leadership table. In the last two years this process has picked up speed. The smart brands have already made this seat permanent. This has allowed agencies to help brands re-adjust expectations, open their eyes to realities of the profession and push back unrealistic demands. And they are listening. 

 

Pay adjustment: We all work for money (closer to the reality). However, a lot of brands assume the highly evolved field of PR that takes a lot of tact, nuance, expertise and experience should be sold cheap. The negotiations on the pay table are sometimes hilarious. I have often heard clients say they want me to put my best talent on the account but are unwilling to pay to meet that talent’s pay expectations. The pandemic showcased the need for quality talent and finally made it through the PR fog to help brands understand that cheap is not always the best on one end. On the other end, the industry has a newfound confidence and have finally started asking for relevant compensation. About damn time! 

 

Talent recruitment/teams: Empirical data suggests that this was always a struggle. Legacy has witnessed most of us as 'workaholics', whereas the recent additions into the industry are looking for a far better work-life balance. This newer generation has changed and wants a reasonable work hour if you want them to work ‘with’ you. Not ‘for’ you. This has led to teams being formed in a very interesting way where the experienced professionals are happy in a consulting mode working on a select list of clients and a team that is a part of a whole, which they put together. And they can work from anywhere. The younger lot eager to get started on a career in a ‘cool’ office that offers them a vibe, move to a new city and see the world, while they work with you. 

 

Job descriptions: The job description’s that are a mile long with a small salary against it with so little experience that it is almost impossible to gain that expertise packed into that short career…will just not do. These have now become “real” to stay relevant. The industry will have to invest in growing its talent. No more readymade meals will exist.

 

Upskilling: Across designations, experience and verticals… the need for upskilling at some level has been acutely felt. No one set is enough to manage PR and communications today.  While earlier we could hire someone to do it without bothering to know about it. Infact earlier we also had a good buffer before change really caught up. This won’t stand anymore. 

 

Observed experiences suggest the removal of a lot of top-heavy teams that fell short of the current communication requirements in the last three years. While some finished familiar, a lot of them rushed to upskill themselves, evident by the number of certifications being displayed on LinkedIn with pride!

 

No client and/or media conversation today in PR is short of a mention of CTA, SEO, NFTs and Data Analytics along with advocacy, brand strategy and architecture, evaluation and more. Impossible to have one person know all of it. But it is possible to educate oneself on some of it. PR courses and workshops are on the rise, not just teach but also facilitate exchange of knowledge. And I can’t be happier about it. 

 

Client education: This has been another welcome change. Most PR professionals have volunteered to help educate clients on the industry changes. A lot of clients have also started asking questions to help them understand the nuances of the business and the fast changes. Cutting through the fluff is mandatory if you want to make an impression.  

 

Wellness: Probably the best change that could be made. Toxic cultures and punishing work schedules are no longer tolerated and called out. Because this has been spoken about so much by everyone on every platform across the PR ecosystem; there is a (I would say welcome) reluctance from all of them to pile work on one professional or call on them, to work on off hours. However, this still is a precarious one as the world gets back to somewhat normal, a lot of them want to slip back into old habits. The whole ecosystem that includes agencies, apex bodies and clients along with media will have to be vigilant that this change stays. 

 

The PR industry is still evolving and it will be interesting to see which set patterns stay, which will be cast aside and what is the next thing that will emerge. 

 

(The author is founder, PRPOI, and managing partner – Nucleus PR. This is the first of a three-part series by PRPOI on the PR industry in India.)