#IHPRC 2010 - Role of PR-specific education in

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AimeePostle

Tecnología Empresariales

(C)IPR Annual Conference 1962 ,[object Object],[object Object],C. Aimee Postle, 2010

The importance of reputation management C. Aimee Postle, 2010

Imagine we are in 2020... ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],C. Aimee Postle, 2010

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Methodology behind the study C. Aimee Postle, 2010

Reference Terms 1 C. Aimee Postle, 2010 Skills Traits Requirements Literacy – written/ verbal communication Public speaking and presentation Communication skills Enthusiasm/ Passion Motivation/ Drive/ Energy Relevant marketing/ PR/ journalism experience Experienced Track record Numeracy Creativity Imagination Innovative ideas PR degree/ qualification It skills Technological and visual literacy Web skills/ new media Credibility and integrity Degree – any subject specified Interpersonal skills Relationships and relationship building/ management Sensitive Analytical thinking/ strategic planning Corporate strategy Qualification – any subject specified

Reference Terms 2 C. Aimee Postle, 2010 Skills Traits Requirements Crisis/ issues management Attention to detail CIPR Advanced Certificate Problem solving/ negotiation Flexibility CIPR Diploma Fluency in a foreign language Ethical decision-making Professional Management of resources and people/ Leadership Understanding of business Commercially savvy Participation in professional PR community – ie membership of CIPR Ability to persuade and influence people Continuous professional development Teamwork Training and development opportunities Media relations/ contacts/ handling/ media savvy Communications and public relations theories Public relations history

Content analysis 1 Total of 97 job ads analysed over six weeks in 2009. C. Aimee Postle, 2010 PR Week, 2009 Media Guardian, 2009 Friday 20 February Monday 23 February Friday 27 February Monday 2 March Friday 6 March Monday 9 March Friday 13 March Monday 16 March Friday 20 March Monday 23 March Friday 27 March Monday 30 March Friday 3 April

Content analysis 2 Total of 101 job ads analysed over three weeks in 1999. Total of 60 job ads analysed over four weeks in 2008. C. Aimee Postle, 2010 Media Guardian, 1999 PR Week, 1999 Monday 1February Friday 5 February Monday 8 February Friday 12 February Monday 15 February Friday 19 February PR Week, 2008 Friday 1 February Friday 8 February Friday 15 February Friday 22 February

Content analysis 3 ,[object Object],[object Object],[object Object],C. Aimee Postle, 2010

Other sources ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],C. Aimee Postle, 2010

The next stage ,[object Object],[object Object],[object Object],C. Aimee Postle, 2010

A qualified PR professional: ‘nice to have’ or ‘necessity’? C. Aimee Postle, 2010

Summary 1 ,[object Object],[object Object],[object Object],C. Aimee Postle, 2010

Summary 2 ,[object Object],[object Object],[object Object],C. Aimee Postle, 2010

Any questions? [email_address] aimeepostle.wordpress.com @AimeePostle C. Aimee Postle, 2010

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#IHPRC 2010 - Role of PR-specific education in

1. A qualified PR professional: ‘nice to have’ or ‘necessity’? International History of PR Conference Thursday, 8 July, 2010 C. Aimee Postle, 2010

3. The importance of reputation management C. Aimee Postle, 2010

6. Methodology behind the study C. Aimee Postle, 2010

7. Reference Terms 1 C. Aimee Postle, 2010 Skills Traits Requirements Literacy – written/ verbal communication Public speaking and presentation Communication skills Enthusiasm/ Passion Motivation/ Drive/ Energy Relevant marketing/ PR/ journalism experience Experienced Track record Numeracy Creativity Imagination Innovative ideas PR degree/ qualification It skills Technological and visual literacy Web skills/ new media Credibility and integrity Degree – any subject specified Interpersonal skills Relationships and relationship building/ management Sensitive Analytical thinking/ strategic planning Corporate strategy Qualification – any subject specified

8. Reference Terms 2 C. Aimee Postle, 2010 Skills Traits Requirements Crisis/ issues management Attention to detail CIPR Advanced Certificate Problem solving/ negotiation Flexibility CIPR Diploma Fluency in a foreign language Ethical decision-making Professional Management of resources and people/ Leadership Understanding of business Commercially savvy Participation in professional PR community – ie membership of CIPR Ability to persuade and influence people Continuous professional development Teamwork Training and development opportunities Media relations/ contacts/ handling/ media savvy Communications and public relations theories Public relations history

9. Content analysis 1 Total of 97 job ads analysed over six weeks in 2009. C. Aimee Postle, 2010 PR Week, 2009 Media Guardian, 2009 Friday 20 February Monday 23 February Friday 27 February Monday 2 March Friday 6 March Monday 9 March Friday 13 March Monday 16 March Friday 20 March Monday 23 March Friday 27 March Monday 30 March Friday 3 April

10. Content analysis 2 Total of 101 job ads analysed over three weeks in 1999. Total of 60 job ads analysed over four weeks in 2008. C. Aimee Postle, 2010 Media Guardian, 1999 PR Week, 1999 Monday 1February Friday 5 February Monday 8 February Friday 12 February Monday 15 February Friday 19 February PR Week, 2008 Friday 1 February Friday 8 February Friday 15 February Friday 22 February

11.

12.

13. Key findings C. Aimee Postle, 2010

14. Sector C. Aimee Postle, 2010

15. Education C. Aimee Postle, 2010

16. Experience C. Aimee Postle, 2010

17. Skills C. Aimee Postle, 2010

18. Characteristics C. Aimee Postle, 2010

19. Recommendations C. Aimee Postle, 2010

20.

21. A qualified PR professional: ‘nice to have’ or ‘necessity’? C. Aimee Postle, 2010

22.