An Examination of the Public Relations Role in the Electrical Industry

The federal and provincial governments address the labour shortage for skilled trades in their recent communications, policies and educational programs. However, there is a lack of public relations perspective within the skilled trades sector and the electrical industry in particular. This thesis spotlights electrical apprentices’ experiences and analyzes findings to demonstrate the efficacy of persuasion efforts. The primary research also examines electrical apprentices’ apprenticeships and their influences on entering the trade. The research involves reviews of the electrical apprenticeship process, legislation, regulations and current status; and interviews with apprentices from all levels of the current electrical curriculum. These primary research methods help to fill the missing gap and to inform the electrical-sector-related organizations and public relations professionals on how they can better understand their audience and persuade them to enter the electrical industry. Keywords: Electrical industry, skilled trades industry, labour shortage, common challenges within skilled trades, perception of the electrical industry, apprentices’ experience, apprentices’ influences, Dynamic of Persuasion, Hierarchy of Needs, governments’ persuasion efforts, persuasion’s effectiveness