From Classical PR Professional to Management Oriented Communicator (Vom klassischen PR Profi zum managementorientierten Kommunikator)

Sievert, Holger; Westermann, Arne; Thomann, Michael

From Classical PR Professional to Management Oriented Communicator (Vom klassischen PR Profi zum managementorientierten Kommunikator)

STRATEGISCH KOMMUNIZIEREN UND FÜHREN. EINE AKTUELLE STUDIE ZU PROFIL UND QUALIFIZIERUNG FÜR EINE TRANSPARENTE UNTERNEHMENSKOMMUNIKATION, Langen, C. & Sievert, H., eds., pp. 43-63, Gütersloh: Verlag Bertelsmann Stiftung, 2006

21 Pages Posted: 23 Nov 2007 Last revised: 7 Apr 2010

See all articles by Holger Sievert

Holger Sievert

Macromedia University; Technische Universitaet Munchen (TUM); University of Cambridge; Institute for Public Relations

Arne Westermann

Westermann Kommunikation

Michael Thomann

T&S Personalberatung

Abstract

PR professionals are expected more and more often to have formal, factual qualifications in their specialist area. Those who want to prove themselves as communication experts can expect to have to learn ever more complex skills and in depth information. This article presents the desired qualifications for PR professionals, taking into account questions of communication, business, and increased globalisation.

Note: Downloadable document is in German.

Keywords: PR, communication, education, qualification

JEL Classification: M30

Suggested Citation: Suggested Citation

Sievert, Holger and Westermann, Arne and Thomann, Michael, From Classical PR Professional to Management Oriented Communicator (Vom klassischen PR Profi zum managementorientierten Kommunikator). STRATEGISCH KOMMUNIZIEREN UND FÜHREN. EINE AKTUELLE STUDIE ZU PROFIL UND QUALIFIZIERUNG FÜR EINE TRANSPARENTE UNTERNEHMENSKOMMUNIKATION, Langen, C. & Sievert, H., eds., pp. 43-63, Gütersloh: Verlag Bertelsmann Stiftung, 2006, Available at SSRN: https://ssrn.com/abstract=1031939