Just back from teaching Masters students in at URL Blanquerna University in Barcelona and so impressed with the internationalism of these post graduate students. Most of those on the course, which is taught in English, are studying part time and working full time – but have chosen to take the course in order to further their careers. As a result they are very focussed and completely engaged in what they are doing – they asked lots of questions about possible future careers and were keen to understand the difference between consultancy and in-house life.
We also spent time discussing the fantastic potential for future PR professionals offered by the explosion of digital channels and the opportunities offered by instant global communications – and looked at the pitfalls too. It’s incredible how some big companies just don’t seem to learn. I think it’s the most exciting time to be starting a career in PR – ‘managing the message’ has never been more important. Businesses and organisations are recognising the power of communications, not just in delivering the message but also in driving sales – making a real difference to the bottom line. The challenge is to help companies realise that potential and put genuine strategic communication at the heart of the business – those that ‘get it’ will be those that thrive in coming years.