Overview

1. 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

2. CONTEXT: Contemporary Issues in PR • MAPPING: • Europe practice • Six key trends OUTCOMES: The Portal (for) Advanced Communication Education AGENDA

3. What is competence in a European communication context? Evaluation, audit and intervention Competencies Knowledge Skills Personal Attributes

4. Six Drivers for Change to Future Work Skills Source: Institute for the Future, 2011

5. Terms in Skills Debate Source: Tench et al, 2013

6. Research Process March – November 2013 Oct 2011 – March 2012 March 2012 – July 2012 July 2012 - Sept 2012 Jan 2013 -Feb 2013 Sept 2012 -Dec 2012 Benchmark Report CollectionReporting Primary Survey Data Focus Groups Interview Data Collection Interview Analysis Reporting Dissemination

7. 53 Interviews: Breakdown via Role and Country

8. Selection of Companies Represented in the Study

9. 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

10. Key Trend 2: Impact of Cross-Cultural Competency on Business Possible Solution Create accredited exchange/internship/secondment programmes with different companies in different countries Source: Juma, 2013

11. Key Trend 3: Models of Coaching and Mentoring “ Mentorship was seen as an important way ofknowledgetransferand acquiringskills that had the advantage of being both on-the-job and set within the context of the business. “ Source: Tench et al, 2013

12. 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

13. 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

14. Key Trend 6: Engaging in Professional Development

17. Comprehensive Tool Some constructive criticism Uses for the Matrix Potential Audiences Communication Role Matrix

18. Communication Role Matrix Issue 1: Jumping on the Social Media Bandwagon with Strategic Purpose

19. Communication Role Matrix Issue 1: Jumping on the Social Media Bandwagon with Strategic Purpose

22. P4ACE SELF DIAGNOSTIC TOOL • Select competencies in each category. • Counselling • Organising • Managing • Performing • Analysing/interpreting • Supporting/guiding

23. P4ACE SELF DIAGNOSTIC TOOL

24. P4ACE SELF DIAGNOSTIC TOOL

28. 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…

29. Contact Information www.ecopsi.org.uk www.p4ace.eu Engage ECOPSI Group @EngageECOPSI

30. Partners

31. 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-skills-2020/> [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.