The most recent PR Week reports a lack of good account managers in PR agencies. One of the main reasons behind this was the last recession of 2008 resulting in the cutting of training budgets. Account Executives have suffered due to the recession, they haven’t had the level of training their superiors have had the advantage of being exposed to. Of course this doesn’t apply to all agencies, but as reports show, we are likely to have a prolonged period of economic uncertainty and agencies need to be careful not to place themselves in a repeat situation. Training must be put high on the priority for agencies to see their more junior staff develop and grow within their agency to prepare them to be strong account managers. Training benefits companies who are facing tough economic times; it helps keep staff motivated, there’s return on investment and it is likely to improve staff retention. It will be interesting to see how agencies approach the issue of training with the predicated difficult economic times ahead.
Eddie Everard – Consultant