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Building Tomorrow's Communication Competencies: Insights from P4ACE Conference

The P4ACE conference, held on October 17, 2013, brought together experts in public relations to explore key trends and competencies for future practitioners in Europe. Led by Professor Ralph Tench, this event highlighted six major trends affecting the communication landscape, from social media strategies to the importance of cross-cultural competency. Attendees engaged in discussions on networking, mentorship, and professional development, culminating in the introduction of a self-diagnostic tool designed to identify competency gaps. Discover more about the evolving landscape of communication education and the resources available at P4ACE.

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Building Tomorrow's Communication Competencies: Insights from P4ACE Conference

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  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

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

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

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

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

  19. P4ACE SELF DIAGNOSTIC TOOL

  20. P4ACE SELF DIAGNOSTIC TOOL

  21. 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…

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

  23. Partners

  24. 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.

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