'AI will be a massive part' - future of PR training, PRWeek podcast

Beyond the Noise - the PRWeek podcast

With PR undergraduate courses on the wane, two of PRWeek's 30 Under 30 for 2024 join the Beyond the Noise podcast to discuss their entry to the industry and what would-be comms professionals should be taught.

Our guests this week are Samantha Ndebele, healthcare senior account manager at Burson, and Lucy Somers, deputy group director of digital at PLMR and director of PLMR Genesis Digital.

Ndebele entered the industry after gaining an MA in Public Relations and Corporate Communications from Kingston University, while Somers undertook at apprenticeship at PLMR.

Beyond the Noise looks at some of the biggest communications and PR issues. Download the podcast via Apple, Spotify, or listen on your favourite platform.

A recent episode looked at the future of academic courses in PR, with news that just one BA PR course currently operates - two decades ago there were 20. This week we look at things from the perspective of two high-flying comms professionals who entered PR relatively recently.

Speaking to PRWeek UK editor John Harrington and senior reporter Evie Barrett, Ndebele and Somers discuss their different paths in to the industry, looking at the advantages of taking an academic route and of apprenticeships.

They also talk about elements of their roles that can only be learnt 'on the job', and Ndebele recounts her experience of being on a PR internship.

The duo predict what we may start seeing in PR courses in the years ahead.

Finally, they offer advice for any budding comms professional thinking about taking their first steps into the sector.

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