SKILLS & PROFESSIONALISM IN PR

I think for the next 25 years, debates will continue to surface about the skills required for Public Relations and whether they are - or should be - intellectual or practical. As someone who has worked predominately in developing countries - I will rightly argue that it is about who you know not necessarily how much you know.

In the Western world, it is increasingly obvious that it is more about your academic achievements (I discovered this the hard way whilst trying to apply for jobs in a highly competitive market)

What I will concur is that to be truly distinct in the market, one needs to couple both. If our dear profession will be reckon with, we need to demonstrate passion for it and this can only start when more people show interest in it and are willing to go and gain qualifications to truly demonstrate how serious they are about the profession not just taking in the media's representation of the job as a certificate.