It's simple, a degree is not important in this media landscape! To enter above a junior level in this industry you need experience, a good attitude and a great network of contacts. No matter how hard you study on your degree, it will go unnoticed. Does this make it a complete waste of time?
The cost of university fees has escalated dramatically in the last year. Is it financially worth it? Students are in debt before they even put a foot on the career ladder, what have they gained from an education that an internship can't provide? Research published in PR WEEK 2011 suggests that employers aren't impressed by a PR degree. There is no question that PR is a recent addition to the academic agenda, and those employing didn't have the option to study when they were starting their careers. As graduating students begin to scatter over the PR landscape and rise up the career ladder, The PR Week survey could see a shift in behaviours regarding this attitude. Maybe (and if the profession becomes licensed) it will become a necessity. What is clear is from the MA programme at Westminster, is that the profession isn't just about being a good wordsmith, but about having a range of key skills. It's not just about persuasion or placement anymore, the practitioner needs to develop their 'dexterity' to be able to engage with their audience on a multitude of platforms.
Now looking at my own degree programme, I must confess I find the grading criteria subjective. What was considered an Oscar worthy piece of viral campaigning from a colleague wouldn't rank highly in the real world at all. Their beliefs of what would make a good viral video borders on silly, and the grade was (yes, I'll say it) unfounded. With such a subjective assessment on assignments, does it void PR academia? Now some would say I was suffering from sour grapes, but here is my point. This is exactly what it is like in the real world, opinions clash all the time, not everyone is going to like or agree with your idea no matter how brilliant it may be. It's not just about educating yourself in the profession, it's about harnessing your beliefs and learning how to co-exist in a work environment.
What education provides is a confidence that allows you to see insight into your work ethic, whether it be: your potential, your ability to stand out from the crowd, your creativity, your social skills or your ability to work under pressure. It allows you to know your limits, and there is a quiet confidence in this. With knowledge comes confidence, with confidence comes determination, and determination usually walks hand in hand with success. Knowing exactly who you are and what you can offer a company is key. Afterall, if you can't promote yourself in the interview process, how on earth are you going to promote a client?
Yes, you are at your most creative in this space. If you fail to shine creatively at university, then that's a pretty good indication of where you will stand in the industry.
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