This study is a comprehensive evaluation and analysis of the factors that contribute to employee turnover in the public relations industry and seeks to uncover best practices for preventing the loss of key talent. This text comprises extensive background and discusses the magnitude of the problem, such as disruption to workflow, increased costs, client dissatisfaction and decreased productivity.

The study then examines factors relating to employee turnover against three theoretical and conceptual frameworks: General Systems Theory, The Deming System of Profound Knowledge and Grunig and Hunt's Two-Way Symmetric Model. These theories help the authors focus their secondary research and drive the development of their primary research tools: an online survey to public relations professionals and in-depth interviews with Human Resources executives.

High potential public relations professionals crave challenge and responsibility; they feel most fulfilled when being pushed to their limits. Along with the demanding nature of life at a public relations agency, employees expect a better work/life balance and extensive career development opportunities. Public relations firms should develop a philosophy that ensures employees are stretching their skills on a regular basis and institute several programs that will meet their cultural expectations to prevent unwanted turnover. Effective two-way communication must be in place at firms to uncover employees' expectations and to create a motivational environment to achieve the shared goals for success.

The research was supported by the International Communications Consultancy Organisation and the Institute for Public Relations, using data provided by the Holmes Group.