New Qualification Types for Successful Corporate Communication and Governance: An Empirical Analysis of the German Situation in PR Managers' Training and Executive Education

Abstract

If communication professionals in companies, agencies and institutions wish to establish their contributions to company success in terms of value-added quantification, they require concrete knowledge and information in this respect. Today, communication professionals are facing more and more new challenges and their qualification profiles are evolving as well.

This paper reviews the status quo of vocational training and continuing education within the public relations area. It examines the results of a survey conducted by the komm.passion Agency, Düsseldorf, in cooperation with the Bertelsmann Foundation and the Technical University of Munich.

Keywords: PR, Corporate Communication, Qualifications, Continuing Education, Typology

JEL Classification: l29