By James Knight.

One of the many negatives of the pandemic will be the high unemployment rates of young graduates in our profession – young people who dream of a career in PR, Marketing, Sponsorship, Advertising and Events.

Their dreams may have been shattered, we need positive campaigns and creation of jobs in larger companies to train our young graduates, otherwise I fear in the next five years we will have a shortage of practitioners.

One area where we will need to adapt to the changing world is that PR professionals need to learn about the role of Biologists, Virologists, and other medical areas.

PR must have more independent in education, showing what a great career it is. Where it shines in education is where courses and degrees are separate from marketing even though they are linked.

We train excellent PR graduates who attend certain universities delivered by practitioners who can combine and deliver academia and business in a highly-successful partnership, with more practitioners delivering courses.

Also, CIPR run first-class courses I know our profession is very worthwhile.

Future boardrooms need to have represention by our profession a lot more, because many directors really don't have a grasp of PR and the benefits it brings.

British trained professionals reach out to all four corners of the world.

As Boris Johnson says, we must prepare for new skills and adaptable professionals that applies to our professionals.

Professor James Knight is an international businessman, public relations practitioners and academic. He was Fellow of Bournemouth University Public Relations School, guest speaker at Judge Cambridge, Surrey, Bath and Reading, International Mentor for Oxford Brookes on Hospitality. He is a Fellow of CIPR and the Society of Public Relations of America, as well as a fellow of the Institute of Directors.