PR skills are still lacking and the gender pay gap is still heavily prevalent, especially in agencies.
These were two of the findings that struck the most out for me when I was reading the results of the eight State of PR survey done by the CIPR - the largest professional PR body in Europe.
When we look at what PR people do daily, the research reveals a 10% jump in the number of respondents spending most and some of their time on strategic planning - going up to 60%.
No surprise, though, that content creation and media relations are at the top of this list, respectively at 82% and 73%. But what's surprising is that measurement and evaluation hasn't moved much since last year and is still at the 50s.
I've always said that PR people are the best content creators but are really bad at measurement even though they all say that's the area they need to improve. However, if you're not spending time on time on it, how are you going to improve it? Reading this research makes me feel like Inbound PR is making more and more sense.
To that point, quantitative and qualitative data analysis are among the top weakest skills and competencies.