The PR industry has warned that firms need to train key staff to properly implement an EU directive on workers rights.

The leader of the Institute of Public Relations said on Wednesday that the information and consultation directive was set to bring a "fundamental shift" in the balance of power within companies.

Head of the IPR, Jon Aarons, warned there was a need for better training of key staff who deal with their firms' internal communications.

"The new directive will give employees a European Union wide right to be informed about their company's economic situation, informed and consulted about employment prospects and informed and consulted about decisions likely to lead to substantial changes in work organisation or contractual relations, including redundancies and transfers."

"Public relations practitioners should be aware of the vital role they have to play in responding to the new directive," he said.