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

14 Pages Posted: 11 Mar 2007 Last revised: 23 Jun 2009

See all articles by Holger Sievert

Holger Sievert

Macromedia University of Applied Sciences; Technical University Munich; University of Florida - College of Journalism & Communication; University of Cambridge

Michael Thomann

T&S Personalberatung

Arne Westermann

Westermann Kommunikation

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

Suggested Citation

Sievert, Holger and Thomann, Michael and Westermann, Arne, New Qualification Types for Successful Corporate Communication and Governance: An Empirical Analysis of the German Situation in PR Managers' Training and Executive Education. Available at SSRN: https://ssrn.com/abstract=969683 or http://dx.doi.org/10.2139/ssrn.969683

Holger Sievert (Contact Author)

Macromedia University of Applied Sciences ( email )

Head of Research Commission
Brüderstr. 17
Cologne, 50667
Germany

HOME PAGE: http://www.macromedia-fachhochschule.de/en/people/holger-sievert/

Technical University Munich ( email )

Institute for Life Long Learning
Arcisstr. 21
Munich, 80333
Germany

HOME PAGE: http://www.lll.tum.de/de/about/executive-professional-education-board

University of Florida - College of Journalism & Communication ( email )

Internal Communications Research Hub
1885 Stadium Rd
Gainesville, FL 32611
United States

HOME PAGE: http://https://www.jou.ufl.edu/icrh-thought-leaders/

University of Cambridge ( email )

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

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

Michael Thomann

T&S Personalberatung ( email )

Berliner Platz 8
Münster, 48143
Germany
(0251) 7036909-0 (Phone)
(0251) 7036909-19 (Fax)

HOME PAGE: http://www.ts-personalberatung.de

Arne Westermann

Westermann Kommunikation ( email )

Ehrenfeldstr. 34
Bochum, 44795
Germany
+49-234-3253142 (Phone)
+49-234-2987075 (Fax)

HOME PAGE: http://www.w-komm.de

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