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Ad Talent // Newsletter Feb/Mar 2012 |
| Public Relations One Of The Top Jobs For 2012 - US Survey |
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There are only three creative services' occupations on the US News' service list of the Best Jobs of 2012 - architects, artists (illustrators, animators and multimedia artists) and PR specialists. And according to the US Department of Labour, between now and the year 2020, there will be more than 160 000 newcomers required in these three professions to "better bring the world into focus". Ruth Golembo, MD of Lange 360, one of the leaders in the PR industry in SA for the past 25 years, says this prediction is already being felt far beyond the US, and Lange was currently recruiting senior members of staff for both its Cape Town and Johannesburg offices. "PR is undoubtedly one of this year's hottest jobs where many companies around the globe are hiring, paying well and providing newcomers with ample room to grow," she says. "A survey conducted by our global partners, the Worldcom Public Relations Group, among its partnership of independently owned public relations firms in 46 countries, found most partner agencies are currently hiring new staff and have already experienced an increase in business and budgets as they begin the 2012 year. "Speaking to head hunters in SA, it appears that professional service firms seem to be leading the pack when it comes to new hires. We are seeing the same trend reflected by our Worldcom partners across all regions." Golembo says it's easy to see why the PR sector is flying given the changing world of communications which is being driven by brand ‘engagement'. "The emergence of the ‘empowered' consumer globally and in SA has made it essential for brand and corporate communications to more tightly target its messages. "The New Normal in communications, in which there is far greater access to information in a more open society, has created an increased need for trust. "This especially is having a major impact when it comes to marketing and communications around investments," she says. The New Normal is a term coined by the US Pacific Investment Management company who tracked the shift in financial markets post the Lehman collapse to one of de-leveraging, tighter controls and less expectation of double-digit returns. In its wake it created investor caution and mistrust. "In SA the New Normal in Communications has also been impacted by the relatively new Consumer Protection Act, which legislates against financial institutions making unsubstantiated claims and using unfair marketing practices to gain competitive advantage," says Golembo. "We are delighted that the impact of this has translated into a growing demand for open, honest communications and reputation management on the part of all companies and brands." According to the US report, the increased demand for the three creative sectors was attributed to the fact that "architects mould the world we live in, artists and designers fill it with colour, and public relations specialists keep us in the loop about all the changes happening". The list is compiled each year based on the US Labour Department's employment projections. In addition to the top picks for the next several years, jobs from quick-to-hire industries made the list including business, creative services, healthcare, science and technology and social services. The Bureau of Labour Statistics projects public relations specialists employment growth of 22,5% between 2010 and 2020. Their figures show during that period, an additional 58 200 positions will need to be filled in the US. |
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