Back to School: Writing Still at the Top for PR Pros and Academics; Culture,WFH Issues Rising

At colleges and universities, the start of summer used to signal the beginning of fall sports practices. Several weeks later, classes began.

It’s possible the Delta variant of the coronavirus, more than twice as contagious as the original strain, will interrupt the 2021 academic year. Though athletes are practicing, it’s unclear whether or not academics will be an in-person experience, at least at the start of the fall term.

We reported the bulk of this story prior to the July 27 updated mask guidance from the US Centers for Disease Control and Prevention (CDC). Implications of that policy shift may influence plans during the coming months.

Still, we’re moving ahead with our yearly coverage of the intersection of PR and academics. We asked PR professors about trends in education for the approaching academic year. Where do students need instruction most? What skills or knowledge do they hope their charges gain before heading into the business world?

We inquired of PR pros about skills/talents they seek most in young candidates. What areas require on-the-job training, which, during COVID-19, has been done remotely?


Access to all Crisis Insider articles, quarterly reports and valuable blueprints for crisis management.


Per Month Lowest Price


Best Value!

Unlimited access to all Premium and Crisis Insider articles and monthly reports.

First Year Offer


Per Month


Unlimited access to all Premium digital intelligence, 10-year web archive and monthly reports.

Save $140 With Annual Subscription


Per Month