Leading (in) Communications? An Empirical Analysis of the German Situation in PR Managers' and Executive Education
COMMUNICATION AND LEADERSHIP IN THE 21ST CENTURY. THE DIFFICULT PATH FROM CLASSICAL PUBLIC RELATIONS TO GENUINE MODERN COMMUNICATION MANAGEMENT, Sievert, H. & Bell, D. eds., pp. 220-232, Gütersloh: Verlag Bertelsmann Stiftung, 2008
13 Pages Posted: 2 Apr 2009 Last revised: 16 Mar 2010
Date Written: 2008
As PR increasingly becomes part of general management, it is ever more important that PR professionals are well trained as leaders. But just how qualified are these professionals to lead organizations? Based in part on the authors' own research, this article analyses the current situation regarding the skills and qualifications of both PR professionals and more general managers in Germany. It goes on to make recommendations for how curricula should change, and how these two disciplines can and must learn from each other as they grow ever closer to one another.
Keywords: management, PR, education, training, Germany
JEL Classification: I20, M0, M53
Suggested Citation: Suggested Citation