Image source: Max Pixel
Not surprisingly, most public relations professionals worry about the future. Many, especially furloughed and laid-off PR pros, worry about their careers. Those working at home are concerned about working conditions if and when they return to offices as Covid-19 restrictions ease. A new survey hints at the depths of their apprehensions.
A staggering 77.8% believe the PR industry is not stable right now, reveals a new survey from PR Moment. Only 3.7% say the industry is stable and 18.5% are unsure, according to the survey done in partnership with the PR specialist recruiter Boldmove. The survey also reports that:
- Only 35% of furloughed PR pros believe their company is in a good position to reinstate them after Covid-19 lockdowns, an unexpected figure that’s concerning for both PR employees and their employers.
- 40% of furloughed employees worry that their position will be made redundant when furloughs end. Another 15% are unsure.
- 46% of PR pros who were laid off, or made redundant, are exploring jobs in other industries.
- 56% of those now working at home have concerns or fears about returning to offices. While the figure is unexpectedly high, many may be more worried about commuting than office conditions.
Some Positive Notes
On a more positive note, just over two-thirds of furloughed personnel say they’ve received enough information from their companies. “It’s a concern that 35% have not, but this has been a tough time for employers and employees alike, so perhaps although regrettable, this is understandable,” comments Julia Fenwick, PR recruitment expert at Boldmove.
Overall, respondents say that working from home has been a positive experience. In fact, 72%, considerably higher than anticipated, say they want to continue working from home, while just 7% do not, and 21% are unsure.
More than half of PR pros who were furloughed or laid off say they’re working on improving their PR skills (upskilling) or volunteering. Previous surveys have shown that PR measurement and analytic skills are in the most demand in public relations. Offering specialized PR expertise pro bono could lead to valuable business contacts and experience, eventually opening doors to new career opportunities.
Crimped PR Budgets
Another survey by BuzzStream and Fractl also found that many PR pros have endured even more stress this year. About half of survey participants said clients reduced their PR budget as a result of the pandemic. Many have seen their compensation cut and saw furloughs or layoffs at their organizations. Many struggled to find media pitches related to Covid-19, and some reported ethical qualms about sending opportunistic pitches. While most felt confident about their job security, 65% reported experiencing stress and 51% felt burnout.
On the plus side, 21% of clients increased their PR spending. That means at least some businesses appreciate the value of PR and marketing during difficult economic times. PR pros who experienced previous recessions argue that businesses that maintain healthy PR and marketing spending will win market share over the long term while competitors hunker down and cut budgets.
Bottom Line: Many PR professionals feel anxious about their careers. But many furloughed or laid off PR pros are taking initiative by improving their skills and performing volunteer work, hoping that new skills and contacts will boost their careers as the Covid-19 economic maladies ease.
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Michael Kling is manager of public relations, marketing and social media at Glean.info, a media monitoring and measurement service that provides customized media monitoring and PR analytics solutions.
