Why a lack of digital skills among senior leaders is a threat to PR

PR executives largely agree that digital communication and social media are increasingly important, so why don’t more know how to do them?

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All in all, the future seems bright. Scratch the surface, though, and there is considerable cause for alarm. The UK’s Chartered Institute of Public Relations (CIPR) is out with its 2015 State of the Profession survey results. Industry leaders reading the report should be sweating bullets over some of the issues that stand to derail PR’s continued growth. PR leaders in the U.S. would be well-advised not to shrug off these findings; they’d probably be similar if any of the American professional bodies bothered to ask.

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