New research shows that digital communications is the top skills gap amongst PR professionals. The research was conducted by PR Academy amongst its past and present students and 52% of respondents identified digital comms as the top skills gap, followed by strategic planning (46%) and measurement (44%).
This isn’t surprising as the much bigger and more authoritative European Communication Monitor 2012 showed similar results as there is a large gap between the perceived importance of social media and actual rate of implementation. My experience of counselling and training private sector and government clients throughout Europe indicate that a lack of knowledge and skills is one of the biggest reasons why we don’t see more digital communications and social media use at a corporate level.
Which is all good news for me and should continue to generate a healthy demand for my digital corporate communications, online PR and social media training.