Making Reputations That Make A Difference

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PR industry needs to inspire the next generation

4th March 2013

Research just out suggests that we’re going to have to work pretty hard to insipre the next generation of PR consultants, as most 16 year olds don’t even know what PR is. I’m amazed that this has come as such a shock to everyone!

The CIPR’s research found the greatest influence on children’s choice of career was their parents, but they had a ‘general lack of understanding’ of the PR industry.

But why would they? I’d expect similar statistics if you asked graduates too. It’s frighteneing that we still get many, many requests for placements and speculative CVs from young people who seem to have woken up one day and for no reason decided a career in PR is for them….does this happen in every profession??? Or just in one where being in PR still gets mixed up with being a PA.

Key stats

7% Percentage of people aged 16-18 who are considering a career in PR

70% Respondents who were unfamiliar with what a career in PR involved

9% Respondents who thought PR meant ‘celebrity public image management’

73% Percentage of students who said their family influenced their career choice

All figures are taken from the CIPR’s Future Perspectives survey by ComRes


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