The commitment of young PRs came under fire from some sections of the profession in Media & Marketing last week - prompting a heated reaction.
Here students setting out on a PR degree course at Wolverhampton University hit back - and experts in the field have their say...
Kate Krzyzanowska, aged 19, Poland
Educated: Krynica High School
"The concerns are true to some extent but I don't fully agree with them.
"It is true that some graduate entrants into the PR industry don't have the skills to work in this environment but, in my opinion, they can learn them. If they don't have skills, such as imagination or creativity, they are unlikely to be good at what they are doing.
"On the other hand, I think that most students who attend PR classes are the right people for the job. The lecturers on PR courses help the students to develop their creativity and bring out the best in them.
I plan to use all my natural skills coupled with my education to get ahead in the industry when I graduate."
Bernard Valapinee, aged 18, Milton Keynes
Educated: MK College
"It takes initiative to get out there and find a job these days.
We all know that employers will not employ new practitioners without the skills required to do the job and we are working to meet their expectations.
I plan to use my time here to develop my skills and volunteer with local organisations to help out on developing and implementing PR campaigns alongside my studies to get relevant work experience before I graduate."
Simon Partington, aged 18, Sutton Coldfield
"I think the comments are unfair in terms of individuality. To label a group of new PR entrants as lacking in certain skills is a vague generalisation. "I, for one, understand the need for commitment in the media and PR industry is important and I plan to go the 'extra mile' and exhaust every opportunity available to me while I am at University."
Sabrina Lewis, aged 18, Birmingham
Educated: Swanhurst School
"Studying public relations as a degree entails a lot of preparation and commitment as well as an understanding of what is needed in the industry.
Young students, and new entrants to public relations, need to show enthusiasm and skills needed for the job. In order to strive to become a better candidate for the industry, I plan to get as much work experience with clients as possible, to gain as much knowledge and understanding of the role as I can."
Valisha McLean, aged 21, Birmingham
Educated: St Edmund Campion
"I think that new entrants into the PR industry are just what it needs. When someone is new into an area, they are bursting with enthusiastic ideas.
While studying, I know I'm going to be picking up skills along the way with work experience and this will help me stand out from the crowd. The PR industry needs people who are multi-skilled, people who can become good at a range of things to help them in their day-to-day work as well as clinching the big deals!"
Aurelia Janisio, aged 19, Poland
Educated: Im Torum, Poland
"I don't agree that graduates lack initiative. I think that new entrants into the industry bring theoretical as well as practical backgrounds as well as the ability to learn new things.
If their role entails only basic tasks then they don't have the opportunity to use their own ideas or creativity. New entrants are only as good as the opportunities they are given."
Hannah Beasley, aged 18, Sedgley
Educated: The Dormston School
"Experience is the key factor within the media industry. I believe that with excellent guidance and support from well-experienced lecturers, graduates will have the ability to succeed in this competitive industry."
Nikinder (Nikki) Mann, aged 18, Wolverhampton
Educated: The Kings School
"Work experience during the degree is important for students to gain a better understanding and perspective of the profession. Without this, it can be difficult for students to gain sufficient insight into the industry.
Pamaljeet Jaj, aged 21, Birmingham
Educated: St Thomas Moore (Newcastle)
"I think it is an unfair criticism of young people. With the right teaching and the work that students put in to developing their own skills, why shouldn't we be successful?
"Work experience is vital. "This will give us, as PR students, the opportunity to put what we have learned into practice while demonstrating our commitment to the