Make mine a Reese’s
Pete Wilby’s Screaming Headlines takes on the old debate…academic vs. vocational education for people working public relations. As a media studies professor at UCE Birmingham, Pete’s bias is no surprise really, but he gives some good arguments about Tim Luckhurst’s Independent article “What’s the point of media studies?” that ran over the weekend. I think Luckhurst’s slant stems from the old hack v flack mentality that’s been around since the dawn of newspapers. Ho-hum.
But when it comes time to hiring time down at the ol’ PR agency, the argument takes another turn. Do we want to hire the holder of a respected degree or someone with MS creds after their name? Is one smarter than other? Is one a harder worker? Which would you choose?
I, for one, want chocolate in my peanut butter! When hiring, why do I have to pick between thinkers and doers? Why settle for a brilliant strategist who can’t write a press release to save his life? Why get a social media whiz-kid who freezes if he’s asked to actually pick up the phone to pitch an msm reporter?
Well the answer seems glaringly obvious to me: we want to recruit well-rounded individuals. It’s quite shocking that even in 2006 we are still having this debate. Algonquin College, in Ottawa, has been churning out wonderful PR all-rounders for at least 20 years. Program Director Claudine Wilson has developed a programme against which all others should be benchmarked (but maybe I’m showing my bias now :-))
Filed under: public relations
Subscribe to our feed
Subscribe by Email
I wouldn’t hesitate to hire the MS student over someone with a strictly academic background. I have had my share of the strategic ones - the data decision makers in through one door - sniff at the thought of actually doing anything that doesn’t include Strategy in the title - and quickly be shuffled out the next door for some other lucky firm to manage/coddle and pay until they decide to do something with their ‘career’. More than once I’ve seen a brilliant strategist fail when the going get’s tough or extra busy. Keep yer degree’s kids, frame ‘em, put ‘em on a wall and definitely make sure you get some practice in real world before deciding to take it on.
I see some resonances here with my own industry (IT).
You want someone with great technical skills AND the ability to communicate well with customers - a feat not often achieved by many in IT!
Agreed Stacey. For me the key is get candidates to write something. This quickly reveals the thinkers, doers, BSers and all rounders.
Rob, I know what you mean about the problem in IT. You should come out to my BCS IoM session on communicating the value.
[...] 4. Todd Defren at PRsquared starts a debated about accreditation could stifle the PR industry’s future. He and Kami Huyse are duking it out over the issue. My view lies somewhere in the middle. Perhaps accreditation can bridge the gap for thinkers and doers to become all rounders? [...]
I’d urge employers, if at all possible, to offer work placements for a Media Studies student - assuming that the student shows an ability to write, talk and show motivation.
I think that an essential part of any MS curriculum should be an opportunity for direct insight into a professional working environment. The PR degree at UCE (www.mediacourses.com/undergraduate/publicrelations/index.htm) is guided by a very active panel of local employers, many of whom are more than happy to offer placements, mentoring support or simply visit the unversity to give talks to the students. It’s a great working relationship and it certainly helps to make our students very employable.
Often students end up working permanently with former placement hosts - saves a lot of time on induction and socialisation when graduates can (cliche alert!) hit the ground running.
Pete, I totally agree. It’s an approach that’s worked very well in Ottawa at Algonquin College. Seriously, you should get in touch with Claudine Wilson and form some sort of an alliance. You guys could probably learn a lot from each other.
Thanks - I will!
Pete W :o)
[...] 1. The debate about media studies qualifications continues with Richard Burton, former editor of The Telegraph Online. [...]