Public relations agencies expect to spend an average of 3% of revenues on staff training in 2005 according to a telephone poll of firms conducted by askdd.com, the industry’s online advisory service.
A total of 25 agencies, including the largest in the United States and the United Kingdom, took part in the poll which also showed:
• More than 90% of the respondents agreed that staff training would be the first expense to be cut back in an economic down turn;
• 68% of the training will be in-house carried out by senior executives of the larger firms;
• The main subjects will be presentation skills, grammar and punctuation, online campaigns, building client relationships and the use of research;
• Only 5% of senior management will be required to undertake any form of training.
A further 12 multinational companies polled said that their PR training budgets would not be materially increased in 2005. Other findings included:
• Virtually all training would be conducted by external trainers in specialist skills;
• The main subjects would be basic media relations, internal communications, crisis management, corporate social responsibility and media interviewing techniques.
David Davis, founder of askdd.com said: “The expected level of investment in training is an encouraging sign of confidence that business is starting to grow again.”
An askdd.com online shop was recently opened where, for the first time, visitors can purchase Davis’ highly acclaimed PR Trainer programmes covering management, practical and personal skills.
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