Transcript ECOPSI Work Package 4

Overview
P4ACE – Portal for Advanced Communication
Education: Building competencies for
tomorrow's practitioners in Europe
14th Croatian Public Relations Association Conference
Professor Ralph Tench
Leeds Metropolitan University, UK
17th October 2013
CONTEXT:
Contemporary
Issues in PR
MAPPING:
•Europe practice
•Six key trends
OUTCOMES:
The Portal (for)
Advanced
Communication
Education
What is competence in a European
communication context? Evaluation,
audit and intervention
Competencies
Knowledge
Skills
Personal
Attributes
Six Drivers for Change to
Future Work Skills
Source: Institute for the Future, 2011
Terms in Skills Debate
Knowledge
Personal
attributes
Skills
Competencies
Personal
Knowledge
Skills
are things
can
What
determine
practitioners
practitioners
howare
well
are a
are
sets
of behaviours
Attributes
able to
competency
required
do person
to perform
to is
know
performed
their
to do
the
can
job/role
and
their
effectively.
canjob/role?
be modelled or
perform.
fostered.
Competencies
Source: Tench et al, 2013
Research Process
Oct 2011 – March 2012
March 2012 –
July 2012
July 2012
- Sept 2012
Sept 2012
-Dec 2012
Jan 2013
-Feb 2013
March –
November 2013
Benchmark Report
Collection
Reporting
Primary
Survey
Data
Focus
Groups
Interview
Data
Collection
Interview
Analysis
Reporting
Dissemination
53 Interviews:
Breakdown via
Role and
Country
Selection of Companies Represented
in the Study
Key Trend 1: Jumping on the Social Media
Bandwagon with Strategic Purpose
Strengthen his
ability to tell stories
in pictures using
social media
platforms such as
YouTube
Bert, Vice-President Communications
Shell, The Netherlands
Key Trend 2: Impact of Cross-Cultural
Competency on Business
BUSINESS
ENVIRONMENT
Possible Solution
COMPETENCIES
REQUIRED BY
PRACTITIONERS
CULTURE
ROLE OF
PRACTITIONERS
Source: Juma, 2013
COMMUNICATION
S DEPARTMENT
Create accredited
exchange/internship/seco
ndment programmes with
different companies in
different countries
Key Trend 3: Models of Coaching and
Mentoring
“ Mentorship was seen as
an important way of
knowledge transfer and
acquiring skills that had
the advantage of being
both on-the-job and set
within the context of the
business.
“
Source: Tench et al, 2013
Key Trend 4: Value of Networking and
Forums
GAP
Entry-Level
Practitioners
Senior Level
Practitioners
Middle ranks guarded of sharing
knowledge, experiences weaknesses
Source: Tench et al,
2013
Key Trend 5: Emerging Generalist
Communication Specialist
…specialists will do
operational work, but
managers need a general
overview and be able to
evaluate things.
Uwe, Manager Corporate Blogging & Social Media Strategy
Daimler AG, Germany
Key Trend 6: Engaging in Professional
Development
Communication Role Matrix
Comprehensive
Tool
Some constructive
criticism
Uses for the
Matrix
Potential
Audiences
Communication Role Matrix
Issue 1: Jumping on the Social Media
Bandwagon with Strategic Purpose
Communication Role Matrix
Issue 1: Jumping on the Social Media
Bandwagon with Strategic Purpose
P4ACE SELF DIAGNOSTIC TOOL
Select competencies in
each category.
•Counselling
•Organising
•Managing
•Performing
•Analysing/interpreting
•Supporting/guiding
P4ACE SELF DIAGNOSTIC TOOL
P4ACE SELF DIAGNOSTIC TOOL
Summary
• Identified competency gaps across EU
• Self diagnostic tool P4ace www.p4ace.eu/quiz
• Resources to support Life Long Learning
• P4ace Portal www.p4ace.eu
• Use it, share it…
Contact Information
www.ecopsi.org.uk
www.p4ace.eu
Engage ECOPSI Group
@EngageECOPSI
Partners
References
Institute for the Future (2011) Future World Skills 2020 [Internet], Palo Alto, Institute for the
Future. Available from:<http://www.iftf.org/our-work/global-landscape/work/future-work-skills2020/> [Accessed 6 December 2012].
Juma, H. (2013). The Relevance of Intercultural Competence for International Public
Relations Managers: An e-Delphi Study. Leeds, UK: Leeds Metropolitan University and
Hanze University of Applied Sciences.
Tench, R. and Juma, H. (2013) Do you measure up? Communication Director. Issue 2, 2013
pp 22-25
Tench, R., Zerfass, A., Verhoeven, P., Moreno, A., Okay, A. and Verčič, D. (2013). ECOPSI
Benchmarking Report. May 2013. Leeds, UK: Leeds Metropolitan University.