The most impressive thing about the University of Central Lancashire’s student-run PR consultancy, UK Progress, has been the column inches it has gained in The Guardian and PR Week over several weeks.
Because my first thought was that the bridging of academic and practice elements in a PR degree course is hardly new. (Our students begin the process of finding clients and developing a portfolio of real work after their first week).
My second thoughts are more difficult to express. They pursue the main argument against payment-by-results: that it encourages consultants and clients to follow short-term strategies. ‘I can get you in the press, but it may not be in your best interests, and may involve me duping a journalist’. I hope UK Progress will be better managed, and will pass on knowledge and clients from one year to the next.