Lanka’s media industry faces talent shortage, PR association urges immediate action

Country representative of world’s largest PR body the Public Relations & Communications Association (PRCA), Thanzyl Thajudeen says that there is an urgent need for Sri Lanka to address the severe talent shortage plaguing its media industry.

Based on the findings of recent interaction sessions with media industry stakeholders by PRCA, Thajudeen, highlighted a range of pressing challenges faced by the sector, including a dearth of skills among newcomers, ethical lapses, talent scarcity, burnout among existing staff, and declining journalistic standards.

“The media industry in Sri Lanka is at a critical juncture,” Thajudeen said. “We are witnessing a troubling trend of talent drain and diminishing quality in journalism. Urgent measures are needed to reverse this trajectory.”

Among the issues outlined by Thajudeen are the lack of essential skills and ethical standards among newcomers, leading to a decline in the quality of reporting. Additionally, there is a growing concern over burnout among editors and staff, particularly in print media outlets, where talent turnover is high.

Thajudeen stressed the importance of bridging the gap between academia and the industry to address misconceptions among graduates and newcomers. He advocated for multidisciplinary approaches, integrating fields such as law, social sciences, and psychology into journalism education to cultivate well-rounded professionals.

Furthermore, Thajudeen highlighted the need for media owners to recognize the threat posed by burnout and talent turnover, emphasizing the importance of nurturing, and retaining competent individuals in the field.

While the COVID-19 pandemic brought the industry to a standstill, Thajudeen noted that the current challenges facing the media are centered around people rather than operational issues. Despite a lack of paper shortages or significant declines in revenue or readership, the industry is grappling with a fundamental “people problem.”

Addressing the issue of generational divides within the workforce, Thajudeen lamented the lack of bond and knowledge transfer between older and younger generations in Sri Lanka’s media industry. Additionally, incidents of mistrust and espionage have been reported among freelance workers, further exacerbating the industry’s challenges.