A Scottish PR firm which in part specialises in digital PR has called on more communications agencies to give their staff on-the-job training in all things digital. The bosses of Revolver say that while an increase in the number of formal PR courses covering digital matters is a good thing, developments in internet technologies and digital media happen so fast these days, agencies should encourage employees to keep abreast of changes as part of their day to day jobs.

Revolver MD Iain Bruce told esPResso: "While there is a need for existing PR qualifications to encompass digital issues in order to meet the growing demand from agencies for digital PR practitioners, there is a limit to what you can expect such courses to achieve. The digital media moves at the speed of light and is in a constant cycle of evolution and change, meaning that formal course materials are at risk of falling out of date before they've even been written".

He continued: "In our experience new staff benefit far more from on-the-job digital PR training than they do by following a course-based syllabus. While this requires more time and resources to be focused upon each individual, it's a process that ultimately produces far greater returns".