The future of PR: Flexibility, training and socio-economic diversity – please!

In our special 75th-anniversary print edition of Influence magazine, we heard from public relations professionals who’ve recently entered the industry about their experiences, hopes and aspirations. This month, we’re publishing longer interviews with our panel, starting today with Sarah Cockett who is in her final year at Leeds Beckett University. She previously spent 12 enjoyable months on placement with L’Oréal working in consumer PR.

As we look forward to the next few decades of the CIPR, what do you want to see from the PR industry, Sarah?
One thing I admire about PR is that it’s a difficult career to describe, as there’s no fixed definition due to the ever-changing nature of the industry. I find the challenge of constantly adapting quite exciting. I hope this continues to happen within the industry as it evolves, with a continued openness to adapting to new technology, new practices and new ideas.

From your placement, what was the biggest surprise about working in PR?
The biggest surprise was that in-house teams are smaller than I imagined, even within huge corporations, and consequently, how reliant we were on agencies to help us with day-to-day tasks. I think agency work seems the fastest way to build up a wide PR skillset and make connections within the industry, so I’d be interested in exploring this avenue once I leave university.

What skills do you need in PR that you weren’t aware of previously or think will be needed in the future?
I think there were a few technical skills I wasn’t aware of prior to my placement, such as knowing about technical specs for Meta/TikTok branded content. Fortunately, in the company I worked in, a lot of this was done on the influencer’s side, but I can see this being tricky to work out if creating content for a brand, or if I were to work in influencer management in the future. Going forward, AI is becoming increasingly common and may become a key skill within PR. I want to build my basic understanding of AI and understand how it can be used to benefit the industry while remaining ethical.

How do you feel about working from home vs office-based working?
With my placement, we had a hybrid system (three days in the office, two days at home), which worked quite well for me. As much as I liked the social aspect of being in the office, certain jobs are more focused and are better worked on from home. I think like a lot of things, balance is key.

Would it benefit younger PRs and first-jobbers to attend more in-person networking events, meetings, and lunches and dinners?
As part of my placement, there were quite a few networking opportunities, such as meetings and lunches (though these were usually with agents, influencers, or journalists rather than with other PRs). However, I think big networking events are declining, which is a shame. I’m keen to establish a strong network when moving into the industry and feel it is very different networking in-person than online or via email/LinkedIn.

What do you love about the industry and what needs to change?
I love that it’s a career where every day is different, priorities are always changing and you are constantly learning and growing. I also love that it’s ultimately focused on people and relationship building/management, with a little social psychology thrown in. In terms of change, I think it’s really important to make the industry more accessible for people from a variety of socio- and economic backgrounds. I think the PR industry needs to continue adapting to represent the public we communicate with. Additionally, with a lot of jobs, especially in beauty, being based in London, I think this closes the door for a lot of people who cannot afford (or do not wish) to live in the capital.

What do you think employers need to do to attract and retain PRs entering the profession?
I think a flexible working arrangement and good work-life balance is key for me and many other young people. Though I appreciate PR can be a stressful job with a lot of responsibility, I believe it’s also important for employers to recognise that employees need a fulfilling life outside of work to encourage positive mental health and reduce the risk of burnout.