New Approach to Systematization of Content Standards in Training and Further Education in PR: What Should We Learn for the Future? (Neuer Systematisierungsansatz zu inhaltlichen Aus- und Weiterbildungsstandards in der PR: Was sollen wir kuenftig lernen?)

kommunikationsmanager, No. 3, pp. 50-52, 2008

3 Pages Posted: 17 Oct 2008 Last revised: 9 Mar 2010

See all articles by Holger Sievert

Holger Sievert

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

Date Written: 2008

Abstract

The author of the text, managing director of PZOK, a leading German PR examination and certification organisation, focuses on the content and standards of examinations, training and further education. Attention is drawn to what a future, and current, PR professional should know, and what competences he or she should possess. The article discusses the components of these competences, as well as discussing the context of PR, and the environment surrounding it. The author draws upon the background of a PR professional, with references to wider competences in the fields of journalism and media.

Note: Downloadable document is in German.

Keywords: education, PR, competence, PZOK, standard, examination, certificate

JEL Classification: I20

Suggested Citation

Sievert, Holger, New Approach to Systematization of Content Standards in Training and Further Education in PR: What Should We Learn for the Future? (Neuer Systematisierungsansatz zu inhaltlichen Aus- und Weiterbildungsstandards in der PR: Was sollen wir kuenftig lernen?) (2008). kommunikationsmanager, No. 3, pp. 50-52, 2008. Available at SSRN: https://ssrn.com/abstract=1285427

Holger Sievert (Contact Author)

Macromedia University ( email )

Head of Media School
Bruederstr. 17
Cologne, 50667
Germany

HOME PAGE: http://www.hochschule-macromedia.de/pr

Technische Universitaet Munchen (TUM)

Arcisstr. 21
Munich, 88045
Germany

HOME PAGE: http://www.communicate-program.de

University of Cambridge

Churchill College
Storey's Way
Cambridge, CB3 0DS
United Kingdom

HOME PAGE: http://www.cam.ac.uk

Institute for Public Relations

PO Box 118400
2096 Weimer Hall
Gainesville, FL 32611.8400
United States

HOME PAGE: http://www.instituteforpr.org/

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