How Prepared Are We?

Easy Fix?

One of the big criticisms of many pr pros is that they do not have the business background or acumen to really understand a client's business and what the client really needs relative to pr/communications. So what can you do?  One easy way is to scan and selectively read Business Week magazine every week......It's easy and by doing so will expose you to business trends, current issues, terminology and communications issues. Beyond that pr pros need to expose themselves to seminars or coursework in accounting, supply chain management, marketing, finance, IT, etc. When I joined a major oil company years ago from the Air Force, I was really an outsider to the energy business. I completed many night courses, i.e. accounting, geology 101, petroleum engineering 101, etc. It made a big difference for my in house credibility to management.

The Longer Route!

I recently championed the business case at the University of Texas pr program where I teach. Now, all pr grads are required to take multiple courses in the business school effectively giving them a business minor. It is making a big difference in the job searches. It should be mirrored at other colleges.