New research by The Chartered Institute of Public Relations (CIPR), shows new graduates are turning away from careers in PR and communications due to emphasis on work experience and professional connections.

A report by The Chartered Institute of Public Relations (CIPR) has found that 79% of young people have been deterred from entering the PR industry by barriers such as a lack of personal connections. 

Among those working in the PR sector, one third said that work experience as a deciding factor, while 41% of respondents who pursued the industry but ultimately changed their minds cited a lack of work experience as a reason. The report surveyed over 130 students and recent graduates. 

Lack of connections in the industry (21%) and difficulty in finding employment (16%) were named as further obstacles deterring them from the PR and communications industry.

CIPR's report recommends that educators and employers should collaborate to provide more opportunities for new people in the industry.   

"This study highlights both the promise and the problem for our profession," said Advita Patel Chart, president of CIPR. "If we want PR to reflect the diversity of the society we serve, we need to make sure every capable student can see a path into it – and that path is open, fair and well supported."