VOCATIONAL EDUCATION AND TRAINING STANDARD FOR A PUBLIC RELATIONS MANAGER

Transcription

1 THE REPUBLIC OF LITHUANIA MINISTRY OF EDUCATION AND SCIENCE MINISTRY OF SOCIAL SECURITY AND LABOUR VOCATIONAL EDUCATION AND TRAINING STANDARD FOR A PUBLIC RELATIONS MANAGER Vocational education level 5 Vilnius, 2008

2 EUROPOS SĄJUNGA PROFESINIO MOKYMO METODIKOS CENTRAS Europos socialinis fondas ŠVIETIMO IR MOKSLO MINISTERIJA KURKIME ATEITĮ DRAUGE! Development of the Standard was financed by European Union and by the Republic of Lithuania under the Project No BPD2004-ESF /0156 Development of the System of VET Standards Development of the Standard was coordinated by the Methodological Centre for Vocational Education and Training Profesinio mokymo metodikos centras, 2008

3 APPROVED by Order No ISAK-1970/A1-279 of the Minister for Education and Science of the Republic of Lithuania and of the Minister for Social Security and Labour of the Republic of Lithuania of 8 October, 2007 VOCATIONAL EDUCATION AND TRAINING STANDARD FOR A PUBLIC RELATIONS MANAGER I. PARTICULARS OF THE VET STANDARD 1. Vocational education level 5 th. 2. State code S Qualification awarded a manager. 4. Basic education secondary. II. CONTENT OF THE VET STANDARD 5. Brief description of occupational activity: 5.1. The VET Standard for a public relations manager (hereinafter referred to as the Standard ) has been developed taking into account changes on the labour market, the findings of the qualification study carried out by the Standards Development Working Group and based on experience in other countries. The present Standard serves as a basis for the development of a training programme of vocational education level The Standard defines the minimum training requirements for a public relations manager for working in the following main activity areas: preparation and dissemination of public information; development and maintaining of public relations; communications management Upon acquiring the qualification of a public relations manager with higher nonuniversity education, specialists will be able to work as managers in undertakings, institutions, organisations, in the press, radio and television studios, advertising and public relations agencies A public relations manager will develop and maintain relations with the public, assess the existing business environment, will organise public relations campaigns, foster and promote community traditions, will organise production of information products (messages) and their communication using various ways and means A public relations manager will use state-of-the-art information technologies, express him/herself in correct Lithuanian, will communicate in at least one foreign language, will have knowledge and skills of law, management, psychology, marketing Successful work as a public relations manager will hinge on the following personal qualities: creativity, proactiveness, responsibility. 6. The purpose of a public relations manager is to use information flow management techniques for planning and implementing communication measures in order to implement the goals set. 7. Activity areas and competencies of a public relations manager are provided in Appendix 1 to the Standard. 8. Range of competencies, training objectives and competency assessment of a public relations manager are provided in Appendix 2 to the Standard. 9. A public relations manager requires the following general skills: 9.1. analytical thinking; 9.2. organisation of activity; 9.3. communication and cooperation; 9.4. team work - a sense of partnership;

4 9.5. a strive for excellence; 9.6. integrity; 9.7. information literacy; 9.8. self-control and commitment to improvement; 9.9. flexibility; rational and systemic thinking; understanding and adherence to moral norms and social values. 10. Final qualification assessment: The qualification of a public relations manager is awarded to a student who has completed the whole study programme, acquired competencies defined in the Standard and has been given a positive final qualification evaluation In accordance with the competency assessment criteria listed in the Standard, the following is tested and evaluated: in the course of the study process - all competencies defined in the Standard; in the course of the final qualification assessment - selected competencies The procedure for organisation and performance of the final qualification assessment and issuance of documents is laid down by the Ministry of Education and Science of the Republic of Lithuania.

5 Appendix 1 to the VET Standard for a public relations manager ACTIVITY AREAS AND COMPETENCIES OF A PUBLIC RELATIONS MANAGER Activity Areas 1. Public information preparation and dissemination 2. Development and promotion of public relations Competencies 1.1. Evaluating public relations market 1.2. Identifying public information addressee 1.3. Preparing and implementing public relations campaigns 1.4. Selling information product 2.1. Identifying public relations participants 2.2. Selecting information 2.3. Creating public relations 2.4. Generating feedback 3. Communications management 3.1. Identifying communication 3.2. Managing internal and external communications activity 3.2. Creating business-friendly environment 3.4. Managing reliability 3.5. Managing crises and conflicts

6 Appendix 2 to the VET Standard for a public relations manager RANGE OF COMPETENCIES, TRAINING OBJECTIVES AND COMPETENCY ASSESSMENT OF A PUBLIC RELATIONS MANAGER Activity Areas 1. Public information preparation and dissemination Description of Competencies Competencies Range of Competencies 1.1. Evaluating public relations market 1.2. Identifying public information addressee 1.3. Preparing and implementing public relations campaigns Organisation s goals/an order, addressees, resources, An order, plan, laws, code of ethics, resources An order, a plan, laws, code of ethics, addressees, resources,, reports Training Objectives Knowing the market and marketing principles Knowing the public relations market Applying market research and assessment methods Identifying a public information addressee Describing a public information addressee Selecting public information Evaluating the significance of public information for the undertaking Applying public information selection methods Organising public information Identifying the need for a public relations campaign Knowing public relations campaigns and the principles of their making Selecting resources for the implementation of the public relations campaign Preparing a public relations Competency Assessment Public relations market research and evaluation Public relations market assessment methods selected. A public information addressee selected. Required information selected. Information Information package collected. A public relations campaign plan prepared. Public relations campaign resources selected. A public relations campaign implemented. Effectiveness of a

7 2. Development and promotion of public relation 1.4. Selling information product 2.1. Identifying public relations participants 2.2. Selecting and evaluating information 2.3. Creating public relations An order, laws, code of ethics, addressees, resources,, campaign plan Preparing and evaluating public relations campaigns Describing a public relations product Knowing pricing and promotion reports Knowing the principles and means of organising sale of a public relations product Identifying public relations participants Knowing public relations Identifying public relations participants Evaluating resources required for communicating with public relations participants An order, a plan, laws, code of ethics, addressees, resources, Evaluating the significance of information for the undertaking Applying laws of information selection and dissemination Analysing and organising information Managing information flows Organisation s goals/an order, plan, laws, code of ethics, addressees, resources, Aligning organisation s goals with the order for public relations Preparing a public communication message using various public relations campaign evaluated. A public relations product created. The price of a public relations product determined. Public relations product promotion means selected. A public relations product sold. Public relations participants described. Resources for communication with public relations participants selected. The significance of selected information for the undertaking shown. Information disseminated. Information analysis Information source and flow A public relations plan prepared in accordance with the organisation s goals.

8 3. Communications management communications channels and means Applying correct speech requirements for public relations Knowing key legislation governing public relations Communicating with the media Managing virtual communication 2.4. Generating feedback Relations marketing, code of ethics, reports, Knowing relations marketing Managing feedback Evaluating feedback for maintaining public relations 3.1. Identifying communication An order, code of ethics, addressees, Recognising communication types and elements Managing the communication process Applying communication measures 3.2. Managing internal and external communications activity An order, code of ethics, addressees, Managing internal communication and its elements Managing external communication and its elements Applying management principles Organising internal and external An announcement (written, verbal) prepared in accordance with the legislative and correct speech requirements. S. A press release prepared. A virtual announcement prepared. The principles of marketing of relations described. Relations with audiences evaluated. A report prepared. Feedback ensured. Communication type selected depending on the addressee. Communications process designed. Monitoring Internal and external communication elements selected. An internal communication plan prepared. An external communication plan

9 3.3. Creating businessfriendly environment An order, laws and regulations, addressee (of the public), resources, code of ethics 3.4. Managing reliability An order, laws and regulations, addressee (of the public), data, resources, plan, code of ethics communication using various means Preparing a product, corporate and integrated communication strategy Lobbying and applying legislation of the Republic of Lithuania governing the public relations object (the client s activity area) Representing the client professionally through lobbying and shaping the public opinion Evaluating components of the image structure Substantiating psychologically and designing the client s reputation and image Performing image Preparing a strategy for shaping prepared. A virtual communication plan prepared. Product, corporate and integrated communications strategies prepared. Monitoring The legislation of the Republic of Lithuania governing lobbying named. Examples of lobbying presented. Lobbying participants named. Negotiations in accordance with the ethics and etiquette requirements held. Limits of conduct during lobbying and negotiations defined. Public opinion Image characteristics and means for their implementation named. Components of the undertaking/ client s image

10 3.5. Managing crises and conflicts image and reputation Knowing the means of promotion Knowing the advertising business The undertaking s anticrisis programme. Mediation function. A corporate social responsibility programme Applying crisis management theories and technologies in practice Performing mediation functions in conflict situations Applying reconciliation means using public relations identified. A report about the existing client s image and reputation prepared. A strategy for shaping the image and reputation prepared. Image A report on the client s environment analysis prepared. Promotion measures described. Advertising business described. An anti-crisis programme prepared. Causes for a crisis identified. A conflict situation resolved.