PR’s PR problem

— A big new PR industry survey sheds light on a shameful diversity gap.
— Is Labour’s much-hyped Covid Corruption Commissioner doomed to fail?
— Updates on Labour’s cronyism row risk becoming a weekly feature.
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OUR SURVEY SAYS: The Chartered Institute of Public Relations (CIPR) this week unleashed the findings of its annual industry survey and, frankly, it’s a tad gloomy.
Leap year: Over 2,000 people at all levels of seniority across agency, in-house and independent PR outfits offered their take on the state of play. Naturally, we dug into the data.
Headline figures: Average full-time salaries have decreased by almost £3,000 since 2022. That’s despite over a third of respondents saying they are now working longer hours.
Growth agenda: More than a third of consultancies and agencies reported that their organizations are growing. That sounds positive. But it actually represents a major fall from the 73 percent of firms reporting growth back in 2022 — and suggests a pretty big slowdown.
Machine learning: All of this is happening while the industry deals with the impacts of AI — which surged to the top of the list of challenges facing the industry. More on all that later.
In (slightly) better news: The gender pay-gap rollercoaster continues. The gap between average earnings for men and women sat at £6,725 in 2018. It dipped to nearly £5k in 2019/20 … and then surged to over £7,000 in 2022. This year? It’s £3,894.
Let us cook … Before you start checking out Influence’s jobs section, it’s worth bearing in mind that the utter *chaos* of the last few years will have spooked some clients — and the promised stability of a Labour majority could provide a shot in the arm to firms that can crack on with proper comms and lobbying plans.
But but but: There’s more grim news on the diversity front when it comes to training.
The stats: Some 81 percent of White practitioners who answered the survey said they’d received job-related training in the last 12 months. That compares to 74 percent among other ethnic groups. Alarmingly, 42 percent of White practitioners said they’d had those training needs agreed in discussion with managers and others – compared to just 21 percent for other ethnic groups.
Worrying numbers … Just over a third (36 percent) of White PR pros said they’d had their training requests turned down in the last 12 months. But the proportion turned down is way higher for PR pros from other ethnic groups — 47 percent said they’d had a big fat no from the boss class.
Big sigh: “I hate to say I wasn’t completely surprised,” said Avril Lee, chair of the CIPR’s diversity and inclusion network. “From work we’ve done in the past, and also anecdotal evidence … we know that people face cultural barriers, and also straightforward discrimination in the workplace.”
Unspoken: The true picture may be worse than the data suggests. That’s because, as Lee highlights, non-White staff (and especially women) are often less likely to even put themselves forward for training and development opportunities in the first place.
She added: “We live in the real world, it’s a mixed economic picture, and one of the first things that goes when things tighten is often training. But the difference between White colleagues and non-White colleagues being turned down is totally unacceptable.”
On the plus side … The data shows the number of non-White practitioners across the industry has risen from just 11 percent in 2022 to 20 percent this year — likely in part because of dedicated campaigns to improve recruitment processes.
But but but: Feeling smug about that bullet point on the HR presentation is pointless unless firms can keep those staff.
Warning light: Matthew Otubu, founder of Black Politicos, says failure in things like training can torpedo retention rates.
He says: “It is often the case that in the relatively small instances where Black talent overcomes the recruitment hurdle, their retention and promotion and overall career progression are hampered by the lack of access to crucial learning opportunities, whilst their peers climb the ranks.”
First things first: Otubu argues it often stems from “textbook unconscious bias” rather than straight up racism.
But but but: Turning things around, Lee reckons, will require PR industry leaders to do some genuine self-reflection — and take active steps to create a culture which “builds careers, not jobs.”
Good chaps: “Senior leaders need to ask themselves hard questions,” she adds. “Are we developing the talent we’ve brought in, or are we supporting the status quo of: That face fits, that one shouts the loudest, or that one has the right accent?”
The daftest bit? As Otubu points out, diverse teams and firms are known to perform better, so failing to address these issues not only “shrinks” client books, but makes output “less impactful.”
Diagnosis: “In order to break this self-perpetuating cycle, we have to first name and acknowledge the stark reality of these CIPR findings,” he says. “Otherwise, it’s embarrassing to pretend to still not see colour internally in 2024 — whilst calling or pitching for EDI business externally.”
TR-AI-NING TROUBLES: Let’s get back on that looming AI threat to cheer you all up shall we?
Bucking the trend: Here’s a striking finding: AI implementation is higher among in-house teams than in other parts of the sector. “[That’s] contrary to the common assumption that agencies would be at the forefront of technological advancement,” says Andrew Bruce Smith, chair of the CIPR’s AI in PR panel.
Lost in translation: Smith, founder of Escherman, reckons the data shows a “significant perception gap.” Some 63 percent of teams report frequently or occasionally asking their agency partners about AI use. But just 24 percent of agencies reported that they are, er, receiving those questions. Does not compute.
Trust issues: Peter Heneghan, founder of The Future Communicator warns that this disconnect will only become “more pronounced” as AI uptake soars — and says agencies will need to buck up their efforts to make sure they are being fully transparent with clients.
Fear factor: With fragmented implementation, skill shortages and a lack of leadership, it’s pretty clear the industry isn’t fully bought into the upsides of AI. Heneghan says firms need to grasp the nettle now to make sure the tech “enhances, rather than replaces” what they do best.
He added: “The next 12 months will be critical … Agencies that act now will secure their future, while those that don’t will be left behind.”
CONFERENCE CHAOS: Influence is gearing up for a three conference circuit, so get in touch if you want to catch up over a liquid in Brighton, Birmingham or Liverpool.
But but but: While we’ve ditched our usual conference survival edition this year (because you all know by this point to drink water and stock up on paracetamol) there are always some novel things to think about.
For example … Lizzy Roberts, director of energy and clean tech practice at Seahorse Environmental got in touch to share this word of warning about conference freebies.
Paint the town red: “Keep an eye on what you’re being given as conference merch,” she says. “Last year I was given a pot of carbon capture paint as a freebie, only to be stopped by security later that day and asked (very understandably) why I was trying to bring cans of paint into a political conference.”
COVID CORRUPTION: A punchy report launched this week by Transparency International UK finds corruption “red flags” in 130 government contracts — worth more than £15bn — doled out during the pandemic.
Big ick: They include £4.1bn in contracts awarded to those with known connections to the Tory Party. And eight contracts, worth a combined £500m, were handed over to companies fewer than 100 days old.
Good timing: The study comes just days after the job advert went live for the government’s new Covid Corruption Commissioner — who will be tasked with rooting out these moody deals and trying to claw back taxpayer dosh.
But but but: It’s going to be a big job. Influence was honestly left feeling slightly bereft following a panel session earlier this week on the topic by the newly convened APPG on Anti-Corruption & Responsible Tax.
Cuffed commissioner: Speaking at the event, David Green, the former director of the Serious Fraud Office, pointed out the new role pays just £84,000. It’s three days work a week. And the contract length is one year. Hardly blockbuster for such a big gig.
Reading between the lines: Green also suggested the post-holder would hold a less senior job grade and would have fewer staff than Labour had initially suggested … reducing their power further to properly go after the baddies.
If you don’t laugh: Even worse, the ex-fraud buster pointed out the current contract would see the new commissioner working just 156 days … leaving barely a day to tackle each of the dodgy contracts identified in the report. Good luck, as they say, with that.
FEEL THE (MIL)BURN: The government’s facing more cronyism flak this week after it was reported former Health Secretary Alan Milburn had been attending meetings in the Department of Health and even had access to some departmental data – despite having no official role.
Oh lads: Health Secretary Wes Streeting put up a defiant Commons performance, arguing he’d only had to bring in outside help because of the mess left by his predecessors … A line which is becoming depressingly familiar.
But but but: Streeting completely swerved the very legitimate concerns focused on Milburn getting privileged inside access despite his extensive outside interests in the private health sector. And the government pointed to our old pal Whitehall meetings data to assure us that all of this will be disclosed in the usual way. Some things never change.
INTO THE VOID: Last week’s Influence drilled down into the battle between unions and business over the imminent Employment Rights Bill … but turns out workers are barely aware it’s happening.
Solidarity: Polling from Hanbury Strategy — which has just hired Fran Wilson, an ex-Labour adviser on the reforms — found just 35 percent of employees knew about the plans to remove trade union restrictions. Only 44 percent were aware of plans for new day one flexible working rights.
Talking therapy: That’s a big blind spot, and Hanbury partner Leo Wood reckons businesses need to quickly up their game when it comes to internal comms and employee engagement to prepare them for what is “coming down the track.”
Grainne Hurst is leaving Entain to join the Betting and Gaming Council as its new chief executive.
Catherine Bramwell is starting at Strand Partners as a director after a long stint as an adviser to Keir Starmer and the Labour Party.
Blaise Baquiche is taking up a new post as a senior consultant at Aequitas Global after time at Defra, and as the Lib Dem candidate for Chelsea & Fulham.
Cameron Stone joined Energy UK as a public affairs officer after two years at BOLDT.
James van der Graaf started a new position as a director at H/Advisors Cicero.
Jonathan Andrew has been promoted to head of public affairs at Rethink Mental Illness.
Shamir Hale joined Switchee as head of external affairs after a spell at the Royal Horticultural Society.
Chris Herman joined NorthPoint Strategy as a consultant after a seven-year stint working for Gareth Thomas MP.
Isobel Moseley is starting as an account manager at Rud Pedersen Group following a spell at Weber Shandwick.
Jobs jobs jobs: The CBI wants to hire a principal tax adviser and a Wales director … Women in Public Affairs have an opening for an intern … There’s a gig going for a head of advocacy and policy at Tax Justice UK… The Hepatitis C Trust is looking for a senior policy and campaigns officer … The CPRE wants to hire a media officer … and there’s a public affairs and policy manager job going at the Nuffield Foundation.
Thanks: To editor Matt Honeycombe-Foster for his usual editing excellence. And to the production team for their tech wizardry.
**A message from bp: Did you know an estimated 81,000 UK jobs – that’s 1 in every 410 jobs – are supported by bp’s activities in the UK? bp has been investing in the UK for more than a century, including 60 years developing North Sea oil and gas. Read our latest economic impact report, produced with Oxford Economics, to find out more. bp.com/uk/EIR.**
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