How to Develop and Retain Top PR Talent

The ability to recruit and retain the right talent has been identified, both in Ireland and more widely, as one of the biggest challenges facing the PR profession. One way to address this is to invest in your own or your colleagues’ professional development.

Recent years have seen the increasing specialisation of PR practice in areas such as public affairs, social media, internal communications, and crisis management. As bodies continue to appreciate the strategic contribution the communication function makes to organisational success, those working in PR and communications equally appreciate the need to hone their skills.

While graduates entering the profession embrace social media and other tech skills, they may lack knowledge of PR tactics, strategic thinking, measurement and evaluation, and business savy. The PRII Diploma in PR with a revised and updated curriculum since 2016 will develop skills in all these areas.

The PRII Diploma in Public Relations is also the ideal stepping stone for career changers seeking to move into a communications role, or indeed communications and PR practitioners who want to formalise their on-the-job experience with a view to promotion.

As the Diploma is delivered in-house and accredited by the PRII this ensures that it is kept relevant and up-to-date with the current needs of a dynamic profession. It also means that there is a strong input from practitioners into the course delivery – with all lectures having a practical grounding in public relations, as well as regular guest lectures from sector experts.

Recent student cohorts have brought with them a broad range of expertise from early career account executives to experienced political press officers, parliamentary assistants to in-house communications officers. Recent students also included senior officials in international agencies and those who were completely new to the field and wanted to learn the fundamentals of best practice PR.

Enrolment for the September intake is now open. So, if you are ready to take the next step in your PR and communications career,  or if you are an employer looking to retain and grow your own talent base please read the course prospectus here and share with anyone you think would benefit from undertaking the course.

Get the latest PR news

Restricted Access

Thank you for your interest in the PRII Media Sourcebook which is available to full PRII members (MPRII & FPRII) and Life Fellows of the Institute. Affiliate, Associate and Student members of the PRII may purchase discounted access to this online edition.

Read More

Restricted Access

Thank you for your interest, this resource is available to PRII Members only. To learn about the full range of membership benefits please click the button below.

Learn More