June 23, 2010
1 Comment

Will junior turnover always be with us in PR?

Check out B-M Seoul’s new ‘Intern-Speak’ blog, the first of its kind in Korea. I like it because the idea is to engage the rising next generation of PR talent, listening to what they have to say and providing a place where colleagues can build peer-to-peer relationships with each other.

I just don’t accept that junior turnover is an insoluble problem for PR agencies. Sometimes I see this depressing tendency for senior managers to throw up their hands and assume high staff churn will always be with us, so why bother doing things differently?

Such wrong-headed thinking results in attitudes where entry-level staff can feel like they are an anonymous labour commodity expected to fail, rather than as a precious community of individuals supported to succeed.

Just about every PR firm’s offices are brimming with young digital talent. When they see their firm using modern platforms and techniques, I hope they will see a future in the consultancy business and be empowered to proactively advocate the digital approaches senior people in the profession need to personally master.

Let’s face it: there is a generation gap in pretty much every PR firm (crudely between the older ‘analogues’ and the younger ‘digitals’), and this makes staff retention more difficult. PR business leaders of high caliber and true character should confront that reality as a motivating challenge to overcome, not as a necessary evil to accept as a given.

PR leaders need to wrap their heads around the fact that the future of our business will be built by people who ‘get’ the importance of transparency and information-sharing, where the credibility of communication comes from fearless conversation, not from timid control.

That’s why I like the thinking behind B-M Korea’s intern blog.

1 Comment
  1. This is a great idea! It is surprising that most of the times we talk about targeting the ‘young generation’ for most of our brands, but don’t seem to listen to their feedback when making the suggestions for the brand!

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