With some of the Prolific North top 50 PR agencies growing by up to 12% over the last 12 months, and an average tenure in some of the same companies as short as 1.3 years, there is real demand for talented PR candidates. We wanted to find out more about the evolution of what makes a PR professional successful, and what’s changed in recent years.
We spoke to people across the Manchester PR scene to build our picture. They told us about how things had changed in the previous 5 years, how they see the sector evolving over the coming 5 years or more, and what that means when they’re looking for talent.
When asked about what had changed in the past 5 years’, everyone we spoke to talked not only about the integration of digital into PR strategy, but also “how PR fits into the wider channel mix to drive greater impact” – Chris Sanders, Account Director, MC2. As Hannah Craig, Head of PHA North put it: “With the growth of online media platforms, social media and digital communication channels, we’ve been able to adapt to the digital landscape that has enabled PR to become much more performance led.” Nikki Scrivener, Co-founder at Fourth Day PR went on to describe how across various stages of the marketing funnel, working to reach target audiences on the most appropriate channels… “PR is well placed to help clients demonstrate their commitment to running responsible, as well as profitable businesses. This will enable them to attract investment, improve their brand reputation and recruit and retain the best people.”
And Scrivener sees these reputational factors as one of the important considerations for PR over the coming years: “We’ll see more companies taking a proactive approach to communicating their purpose – particularly as sustainability strategies come under scrutiny from customers, investors and employees”. Sanders agrees: “Content that showcases authority or thought leadership is now critical and no longer just the cherry on the top of a successful PR campaign.”
With this said, what did our PR leaders identify as the key skills that they’re looking for in new team members? Is it all about digital and technical proficiency? Actually… no. Those we spoke to recognised that used well, tools like ChatGPT should be freeing teams up from the same monotonous tasks that they spent their early careers doing. Allowing people to spend more time focused on adding value in client and media relations, strategy development and leadership.
Against a backdrop of efficiencies that can be gained through the appropriate use of evolving technological solutions, and as Scrivener recognised, “From data analytics to understanding how AI will impact our roles, new entrants to the PR sector should be willing to embrace new technology” for Craig and PHA North, it’s also about harnessing passion, initiative and curiosity in their team: “it’s about being creative and being smart to design activations that don’t always cost huge amounts of money, but still have a big impact.” At PHA North, this means “tackling this by seeking and sharing inspiration agencywide, encouraging our peers to get out and explore latest installations, events or networking opportunities to meet new people who can help us bring our visions to life.”
As it always has, success in PR will continue to come from the ability to research: “vital for uncovering unique points of provocation to drive engaging content” – Sanders, and “being able to explain often complex subject matters in a simple and engaging way” – Scrivener. Additional core skills such as communication and creativity remain important for Sanders, who goes on to describe that “being a confident speaker and an excellent listener are key to building lasting relationships with clients and the media” recognising that “PR constantly calls for fresh ideas and lateral thinking”.
As Scrivener goes on to conclude: “Many of the skills required for a career in PR are the same as they’ve always been. A love of storytelling, current affairs, understanding how the news agenda works [and] a curiosity – about people, products and businesses.”
With thanks to our contributors:
Hannah Craig, Head of PHA North at The PHA Group.
PHA are an integrated PR and digital agency delivering real impact across PR, Digital and Creative channels. They have offices in Manchester, Leeds, London and Wokingham and a talented team that work hard to bring lots of exciting activity to life.
Nikki Scrivener, Director & Co-Founder at Fourth Day PR.
Fourth Day delivers communication campaigns that enhance reputations and manage perceptions. Specialising in PR and content services for the tech, arts and not for profit sectors, they tell stories that engage, inspire and influence the people their clients want to reach.
Chris Sanders, Account Director at MC2.
MC2 is an employee-owned, strategic marketing communications agency that exists to challenge the ordinary. From their Manchester HQ, they help ambitious high-growth businesses to scale by delivering real business outcomes.