It's morning in America when it comes to the public relations (PR) industry.
As Odwyerpr.com reports, in 2012, 15 of the 25 largest PR firms surveyed had double-digit growth. Leader of the pack was Edelman, at 12.4%. So, as expected, Millennials are flocking to this field which welcomes with open arms all majors, including the humanities, as long as the graduating seniors can solve problems creatively.
Across the nation, there are career meetups for upperclassmen to hear expert advice on what is expected of them on the front lines of PR and to be interviewed by recruiters from PR agencies, corporate communications departments, and trade associations. One of those will be held in Manhattan this coming Tuesday at the Kimmel Center.
Head of Odwyerpr.com, Jack O'Dwyer has already talked with many of those who have been extended offers or soon will be. What's on their minds, Jack says, are the values of the organizational culture, especially the ethics. They want his guidance on how not to get caught up in the pressure to keep clients happy - at all costs. Through the grapevine they have heard sordid tales of "extraordinary pressure" to do things which are clearly not kosher. They know that they could wind up being flamed on Gawker.com or BusinessInsider.com for misleading statements or worse.
"I tell them that this is a 'systems problem,'" says Jack. "Way back at the turn of the century the Ethics Resources Center found that about half the members of the Public Relations Society (PRS) reported that, yes, they felt caught in that field of force to say and act unethically. Yet, this hasn't become a major issue for discussion, with the focus on solutions. Why?"
On his own site Odwyerpr.com, Jack and his staff do often present what they frame as conflicts which involve ethics and often also the law. However, much more than unilateral action is needed if PR can remain a growth field.
Otherwise, like the distressed legal sector, which has lost client trust (the latest scandal is alleged overbilling of clients at DLA Piper), it will begin shrinking. For the Class of 2012 for law graduates, according to the American Bar Association, only 56% landed full time law jobs, reports the THE NATIONAL LAW JOURNAL. And no one is betting if those who did land on their feet will still have jobs three or four years from now.
Instead of a boom industry, PR could go bust, as law did in 2007. A useful read for incoming PR representatives could be the new book "The Lawyer Bubble" by Steven Harper, a chronicle of lousy ethics, greed, and short-term self-interest.