PR and Communications professionals across the globe have citied ‘strategic consulting’ (45%), ‘measurement, evaluation and analytics’ (35%) and ‘research, planning and insight’ (32%), as its top three areas of skillset investment, to help nurture, develop and retain talent – in the recently published ICCO World Report 2021-2022.

The specific areas of focus for talent development come on the back of 52% of those surveyed, saying that ‘retaining PR and Communications talent’ was the biggest challenge for their business going forward.

On a survey out of 10 (1 being strong disagreement and 10 being strong agreement), 6.1 was the average score given for PR and Communications professionals feeling like there is a ‘plentiful supply of talent’ across the world.

The report – published in partnership with Opinium – delivers a compelling snapshot of the global PR landscape, revealing the issues, trends, and opportunities for agencies across seven worldwide regions.

Reuben Sinclair Co-Founder and Managing Director Rohan Shah said:

“Given the tumultuous nature of the past two years, it is no surprise that 45% of respondents believe that the most relevant skillset for future PR executives over the next decade will be in the realms of strategic consulting. Retaining talent still remains a significant challenge across the board and therefore offering a compelling employee value proposition (EVP), is key.”

PRCA Director General and ICCO CEO Francis Ingham said: 

“The ICCO World PR Report shows a global industry that continues to have the best of both worlds -old school skills are still heavily in demand, but digital competence, insight, corporate reputation management, and strategic counsel continue to power ahead. Everywhere in the world, strategic consulting is becoming a PR executive’s most important skill.  As the industry recovers strongly, developing and retaining talent that addresses these areas will be more vital than ever.”

Download the report here.