Nobody could dispute that the skill set required in the communications industry has changed dramatically in the past 10 years. But whether training and continuous professional development (CPD) has moved with the times is up for debate. Industry bodies are taking their responsibilities seriously, but experts and PR professionals say there is still a shortfall, particularly in the areas of digital skills and mentoring.

“There is generally an issue with the quality of courses that are being taught at universities,” says Andrew Canter, global CEO at BCMA. “This is not universal, but there needs to be more co-ordination and consistency.” Alex Robinson, managing director UK and Europe at Capstone Hill Search, agrees: “There is a severe lack of talent and low retention across the industry.”

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