PRSA strategic plan calls for beefed-up professional development

PR pros are going back to school.

A new strategic plan from the Public Relations Society of America calls for a sharper focus on professional development in a changing industry environment, the organization announced.

As demands have surged for social media expertise, measurement skills, branding and reputation management, PRSA is expanding its role as a center for professional growth.

“The industry is changing dramatically,” says Laura Kane, PRSA’s chief communications officer. “There are so many new things to learn. We are hearing agencies and corporate PR people as well that sense that many communicators are lagging.”

The changes will include new courses, a “sounding board” for networking opportunities, a soon-to-be-launched mobile-friendly website and more content aimed at regional audiences.

All this will be done, Kane says, in answer to the question, “What are the skillsets that people will need in the next five years?”