Jane Genova writes that PR is "trapped in the education bubble," and she may well be right. Young people are urged to get masters degrees in public relations, when the craft is actually a "hands on" one. The result of pushing higher education for a shoe-leather job can be "they could wind up overeducated for the jobs which do exist and deep in six-figure debt from school loans."
Sure, a given level of writing and thinking capacity is called for. But those are undergraduate objectives, one hopes. Especially with today's ability to roam the Web and pick up pointers wherever you find them, getting out into the PR market, rather than continually preparing for it, seems the smart option.
Jane, a veteran of the craft, suggests techniques for breaking into PR that hold for "students" of all ages. They basically involve smiles, shoeshines and aptitude.
As Jane Genova sees it, the "education bubble" for PR hasn't burst yet and "may not for years yet." But meanwhile, the costs of deferred engagement with possible clients are becoming astronomical. So get out there and relate. (In offering this guidance, we're viewing PR as distinct from organizational communication, even though there are overlaps. Organizational communication is an academic speciality in which higher learning may well be advisable. Though it, too, is out there on the Web.)
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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