- This blog was kindly authored for HEPI by Annabelle Earps, Digital PR Manager at The Workplace Depot.
In today’s dynamic digital environment, the changes occurring in marketing and public relations (PR) are particularly significant and complex relative to other sectors. As businesses increasingly turn to digital platforms to engage with their audiences, the need for professionals adept in digital marketing and PR strategies is growing rapidly. This raises an important question: should higher education courses in marketing and PR adapt to this digital era to better prepare students for the specific demands of this industry?
Why Digitalisation is Crucial for Marketing and PR
While the digitisation of various industries shares common themes, marketing and PR face unique challenges and opportunities that set them apart. According to Satya Nadella of Microsoft, the digital imperative suggests that “every organisation in every industry will need to infuse technology into every business process and function so that they can do more with less.” However, for marketing and PR, this infusion is particularly critical. The UK has witnessed a significant shift towards digitalisation in these fields, driven by the need for real-time engagement, data-driven decision-making, and innovative content strategies.
Digital marketing and PR encompass a wide range of activities, from social media marketing and influencer collaborations to crisis management and content creation. These tasks require a deep understanding of digital tools and platforms, as well as the ability to interpret and act on data insights. The dynamic nature of digital marketing and PR means that professionals must continually adapt to new trends and technologies, making the integration of these skills into higher education curricula essential.
Adapting Higher Education for Digital Marketing and PR
Higher education institutions must recognise the unique demands of the digital marketing and PR industry and adapt their courses accordingly. Traditional marketing and PR curricula may not adequately prepare students for the fast-paced digital environment, leaving them at a disadvantage in the job market. From my experience undertaking a course at Cardiff University covering Journalism, Marketing, and PR, I found myself unprepared for the digital aspects of the industry. Only after taking additional courses in search engine optimisation (SEO), content creation, social media marketing, and advertising was I able to advance from my first role as a Digital Marketing Executive at Davpack to a Digital PR Manager at The Workplace Depot.
Bridging the Gap Between Academia and Industry
Digital marketing and PR strategies are now integral to brand visibility and engagement. Employers are increasingly seeking candidates with hands-on experience and expertise in digital tools and platforms. By incorporating modules on digital marketing fundamentals, social media strategy, data analytics, and online reputation management, higher education institutions can bridge the gap between academic learning and industry requirements.
Practical assignments, industry placements, and collaborations with digital agencies can provide students with real-world experience, enhancing their employability. Furthermore, digitalising courses allows universities to adopt interactive online platforms, virtual simulations, and multimedia resources, enriching the learning experience and preparing students for remote work and digital collaboration.
Addressing the Challenges of Digitalisation
While the benefits of digitalising marketing and PR courses are evident, there are challenges to consider. Universities must invest in advanced digital infrastructure, faculty training, and curriculum development. Issues related to digital equity, accessibility, and data privacy must also be addressed to ensure inclusivity and ethical practices.
The digitalisation of marketing and PR higher education courses is not just desirable but imperative in the contemporary landscape. By embracing digital technologies, universities can equip students with the skills, knowledge, and experiences necessary to thrive in the dynamic fields of marketing and PR. This approach not only enhances student employability but also fosters innovation, collaboration, and lifelong learning in the digital age. As the UK continues to advance towards a digitally-driven economy, the digitalisation of marketing and PR education emerges as a strategic imperative to nurture the next generation of industry leaders.