Digital communications top PR skills gap

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 .