A practical and technical approach to learning is key in PR, whether the new employee holds a degree or not. The CIPR advocates ongoing education and development among PR professionals.

A report published by the Institute of Public Policy Research (IPPR) has ranked PR among the top ten occupations of the future. The report, commissioned by independent education charity Edge Foundation, claims that a third of all future jobs will be classed as highly skilled occupations.

The report was released in honour of VQ Day; an international celebration of vocational qualifications that is also led by Edge Foundation. It underlines the importance of vocational qualifications for those employed in skilled job roles.

Stephen Waddington, CIPR president, says, "These results are extremely encouraging for the future of the public relations professional. They show that the CIPR's current trajectory of advocating Continuous Professional Development (CPD) is one which will facilitate growth and expansion across the industry."

Vocational development and education can refer to anything from a professional qualification to an e-learning programme or training course.