Why Local P.R. Professionals Risk Becoming Inept

Last year, the VMA Group conducted research and obtained feedback from about 190 communications professionals, mostly senior practitioners in the local industry. According to Daniel Munslow, Principal Consultant at the VMA Group, the questions explored further beyond the usual salary and demographics to address key concerns and challenges - as well as what business communications will look like in the next 3 -5 years.

“Two of the most important trends that emerged was a skills shortage (among different disciplines) and a downward pressure on budgets,” says Munslow. “There is also a need to deliver on what business is looking for – more than the creative side.”

With regards to the skills shortage, the research explored which skills are important at the moment, and which areas need development in order to deliver on future requirements in business communication.

“Worryingly, approximately 50% of respondents said that creativity was the most important skill in business communication, and only 5% said that business acumen was an important skill,” he notes. “About 5% said that training leaders and leadership communication is important, and 10% said that writing was an important skill.”

According to Munslow, the more ‘encouraging’ insights came in response to the question of skills and areas needing development to meet future demands. Between 25-30% of respondents said they needed more training in the disciplines mentioned above.

Munslow places particular emphasis on having business acumen and a solid grasp on the fundamentals of how the business world works.

“For example, understanding the reputational impact of a share price drop, or what reputation could do to drop a share price,” he explains. “If we work in communications, we might not be business analysts or BCom graduates, but these types of things are really critical!”

Munslow highlights a flagship piece of research developed by the VMA Group called ‘The Pulse’, which was conducted in the Asian region.

“Over 50% of communicators [in that region] say that business acumen is the number one skill that communicators require,” he says. “It’s only after that, when the more tactical or operational skills come into play, which quite frankly these days we should take for granted.”

In addition, over 50% of respondents in the region acknowledged that change management is a critical skill – which Munslow believes is imperative in today’s fast-paced and high-pressure communications environment.