Digital Skills Lagging Behind
It's hard to dispute the importance that online and digital skills play in the modern economy. New research suggests however that their remains a skills shortage in this key area.
The research, conducted by PR Academy, found that there was a significant digital communications skills gap in the PR industry.
The findings are part of PR Academy's third annual Qualifications for Communicators Trends Survey. The survey aims to discover more about the status of students and their perspectives on professional qualifications.
With digital communication skills shown to be lagging, it is perhaps not surprising that study in this area was top of the pile of skills respondents wanted to add in future.
Reacting to the findings, Ann Pilkington, PR Academy director, said: “Digital comms is still a relatively new and emerging area of communications practice and so you might expect to see this cited as a skills gap. Even the early adopters of digital tools are discovering that they need to continue to learn to keep pace with new developments. However, strategic planning and measurement have been the ‘Achilles heel’ of the communications disciplines for some time now. The fact that practitioners recognise this and want to address this through qualifications can only be a good thing.”
Commenting on the report, Barry Leggetter, Executive Director of International Association for Measurement and Evaluation of Communication (AMEC), said: “All PR professionals know they need to prove what they are doing is working. However, measurement is now assuming a deeper importance with its ability to show the business benefits of PR activity. While we’ve known this for some time, it is only relatively recently that important steps have been taken with the introduction of the ‘Barcelona Principles’ framework and launch of the AMEC International Certificate in Measurement and Evaluation. The results of this survey around skills gaps and specialist qualifications are reassuring in that they highlight a growing awareness of the importance of measurement and a desire to learn more about this subject.”