Where are the digicomms experts?
Social drought. Sourcing and recruiting good digital comms specialists is a major issue for both brands and PR agencies, according to The Digital Communications & Social Media: The Challenges Facing the PR Industry report, from Watson Helsby.
But it’s not simply a question of recruiting digital natives.
“They do not, unsurprisingly, possess the experience, all-round communications skills, gravitas and credibility required of senior operators. Those over 40 – the digital immigrants – possess the news judgement, planning skills and experience but are, in many cases, struggling to make sense of the new digital world.
“This apartheid is replicated both in communications teams and in the boardroom, creating a generational and cultural barrier to understanding and integrating digital communications in today’s organisations.”
