professionalism and standards

professionalism and standards Public Relations Institute of Australia Educational Framework PUBLIC RELATIONS EDUCATION PROGRAMS: RECOMMENDATIONS AND SKILLS PERFORMANCE MEASURES

PRIA Educational Framework CONTENTS Introduction to the Educational Framework for Public Relations 3 Trends in Employment and Public Relations Practice 4 Strands of Public Relations and Communication 5 PRIA Recommendations for Education Program Development 6 Stages of Practice 7 Technician Stage 8 Emerging Professional Stage 10 Managerial Stage 12 Executive Leadership Stage 14 References and PRIA Contact 16 Public Relations Institute of Australia Educational Framework p 2

Introduction to the Educational Framework for Public Relations As a professional association, the Public Relations Institute of Australia has a responsibility to play an active role as advisor in the development and maintenance of education programs to ensure they reflect current theory, practice and professional values. Further, PRIA has a mandate to ensure high levels of professionalism and undertakes this by: ensuring adherence to an ethical code of standards; developing professional standards to underpin accreditation; providing professional development opportunities that bring forward current issues, trends and best practices to its members; and supporting and promoting best practices through the Golden Target Awards program. This educational framework was produced in 2013 by the PRIA National Education Advisory Committee with the intention of underpinning the consistent development and recognition of educational initiatives across Australia, including PRIA s own professional development program. Following a review of international PR education provision, the committee chose to draw extensively on the Canadian Public Relations Society s Pathways to the Profession (2011), because of the comprehensive nature of the documentation and a similar growth historically in professionalism between the nations. This document incorporates principles of ethical practice as defined by Global Alliance for Public Relations and Communication Management and the Public Relations Institute of Australia (2012). It also reflects industry trends and future needs and integrates the requirements of the Australian Qualifications Framework (AQF). The AQF is the national policy for regulated qualifications in Australian education and training. It incorporates the qualifications from each education and training sector into a single comprehensive national qualifications framework. About PRIA The Public Relations Institute of Australia (PRIA) is the national industry body for public relations and communication professionals in Australia. PRIA represents and provides professional support and recognition to over 2,500 individual practitioners and more than 130 consultancies nationwide. Public Relations is defined as the strategic management of relationships between an organisation and its diverse publics, through the use of communication, to achieve mutual understanding, realise organisational goals and to serve the public interest. Since 1949, it has been PRIA s role to promote and enhance the profession and its status to the broader community. The Institute enforces the highest standards of ethical practice and represents public relations practitioners in the best interests of the profession. Twenty-two years after instigating an academic accreditation program to ensure that the body of professional knowledge is passed onto future generations, PRIA now recognises 52 accredited degrees in 18 universities. The framework is set forth as a matrix of educational content to support communication practitioners throughout their careers and shows the need for increasing breadth and depth of knowledge throughout the stages of a public relations career. The qualification levels are aligned with particular stages of practice only to show the similarities in the expected knowledge and skills. It is not essential that a practitioner at any particular stage hold the aligned qualification. Public Relations Institute of Australia Educational Framework p 3

Trends in Employment and Public Relations Practice Demand for new practitioners is strong as public relations 1, backed with online analytics, asserts greater Return On Investment value against marketing and advertising. The increasing sophistication of digital communication methods, driven by increasingly connected consumers, is creating a shift from allied professions such as journalism into strategic communication management. The need for critical thinking, teamwork and analytical ability, along with a strong work ethic and the ability to multitask and manage time effectively under the pressure of competing deadlines, continue to be cited by employers as skills required from employees. However, employers highlight that although graduates have a respectable skill-set overall, some gaps do remain. New graduates at all levels of education are acknowledged as creative and entrepreneurial and need to continue building on their knowledge and skills after completing their formal studies. Employers comment on the ongoing need for: even more accomplished writers; more critical analysis within the workplace; better understanding and application of research; high-level strategic thinking and planning; and higher exposure to business practices, including a fundamental understanding of management, economics, financial management, organisational behaviour, project management, self-direction and leadership skills. New practitioners must also be aware of broader current and global events and issues that may have an impact on their organisations. Graduates need to have a higher level of awareness of trends and current events, be more curious and mindfully aware of their environment, government and community, and have an understanding of how these link with one another. Finally, a commitment to lifelong learning is expected of graduates at all levels. When considering employee attributes, employers now consider building on formal education a must have, through professional development and networking programs or, at senior levels, through PRIA s forthcoming professional accreditation program. A recent Galaxy market research initiative into professional development in public relations revealed an overwhelming demand for an accredited professional designation. At the same time, seasoned PR professionals are increasingly reporting to CEOs and contributing to organisational planning and objective setting. The age of citizen journalism has brought communication back into the Boardroom, where it first started, as an essential management skill. The next iterations of public relations education will be to raise communication competencies in managers schooled in other disciplines. When reputation and market value can be destroyed by poorly prepared media appearances and inadvertent revelations of inappropriate management procedures, the role of public relations has never been so important. The rigour, consistency and relevance of public relations education and professional development will be critical in renewing the prestige and sustaining the standing of the profession. This Educational Framework provides the foundation upon which future excellence will be constructed. 1 The Australian Government Job Outlook website predicts very strong growth for job prospects in the public relations industry up to 2017. http://joboutlook.gov.au/occupation.aspx?search=alpha&tab=prospects&cluster=&code=2253 Public Relations Institute of Australia Educational Framework p 4

Strands of Public Relations and Communication Public Relations is a multi-faceted discipline and practitioners are required to have knowledge and skills across a wide range of areas. Five strands are acknowledged in this framework, informed by the education and training framework of the Chartered Institute for Public Relations (UK) (Tench & Deflagbe, 2008). The PRIA framework consists of three strands of knowledge: Culture and society; Communication and media; Organisation and relationships; and two strands of skills: Professional skills; and Personal competencies. While presented as discrete entities in the table below, it is acknowledged that the various topics identified can often be categorised in one or more of the strands. This table therefore serves as a guide, rather than a rule, for the development of educational programs and activities. In sections that follow, industry expectations for the acquisition of knowledge and skills in each of these topics are explained. CULTURE AND SOCIETY COMMUNICATION AND MEDIA ORGANISATION AND RELATIONSHIPS Ethics Communication theories and principles Research and evaluation Regulations and laws Public relations theories and principles Stakeholder relations (including investor Corporate social responsibility Communication and public relations history relations) Culture and diversity and evolution Media relations Global contexts Cross-cultural and global communication Issues, crisis and risk management Political and social structures Social media/digital engagement Community relations Pressure groups and activists Media literacy Corporate social responsibility Persuasion and propaganda Media strategies Theoretical worldviews (e.g. critical theory, Integrated communication principles Lobbying postmodernism, feminist theory) Corporate governance Reputation management Organisational behaviour Motivation and leadership Managing change SKILLS PROFESSIONAL SKILLS Writing and editing Design and creativity Print and web publishing Software applications Campaign and program planning Presenting and pitching Event management Project management Business processes and planning Financial management Use and management of social media platforms Integrated reporting Client management Team work and independence Leadership Critical analysis and critical thinking Strategic thinking Problem solving Self-reflexivity Resilience Career development skills Public Relations Institute of Australia Educational Framework p 5

PRIA Recommendations for Education Program Development In this section, recommendations are made for program and course development. The framework allows educators to select those elements that best fit their own programming and benefit from the proposed outcomes and competencies. Course content and the performance measures detailed below are offered as general guidelines. This report acknowledges that educational subjects offered in differing institutions will vary in content and learning outcomes may be woven into several courses throughout a program. The underlying values of ethical practice, strategic management, mutual benefit, leadership, engagement and continuous learning are represented under the AQF heading of Knowledge, Skills and Applications. Ideally, classroom presentation will be through applied theory, with real world experiences and through external opportunities for students to practice and apply knowledge, including projects, work experience and internships. Mentoring is a PRIA membership benefit. The program levels align with the career stages as follows: STAGE AQF LEVEL QUALIFICATION TECHNICIAN STAGE AQF Level 5/6 Diploma/Advanced Diploma EMERGING PROFESSIONAL STAGE AQF Level 7 Undergraduate Degree MANAGERIAL STAGE AQF Level 8/9 Honours/Graduate Certificate/Graduate Diploma/Masters EXECUTIVE LEADERSHIP STAGE AQF Level 9/10 Masters and Doctoral Degrees Public Relations Institute of Australia Educational Framework p 6

Stages of Practice There are four stages of practice with increasing competencies: TECHNICIAN COMMUNICATION SKILLS CRITICAL THINKING SKILLS ETHICS AND SOCIAL RESPONSIBILITY TYPICAL POSITIONS Account Associate, Technical Officer QUALIFICATION LEVEL AQF LEVEL 5/6 Post-secondary Diploma Basic theoretical and technical knowledge of public relations with some depth in fundamental technical skills. Written, oral and visual communication skills to enable the effective sharing of ideas. Work effectively in straightforward contexts both individually and in teams. Analyse and interpret relevant data to recommend appropriate solutions for routine public relations situations in straightforward contexts. Evaluate relevant ethical and legal considerations in an impartial way for routine public relations situations. EMERGING PROFESIONAL COMMUNICATION SKILLS CRITICAL THINKING SKILLS ETHICS AND SOCIAL RESPONSIBILITY TYPICAL POSITIONS Account Executive, Public Relations Officer QUALIFICATION LEVEL AQF LEVEL 7 Undergraduate Degree Broad theoretical and coherent knowledge of public relations and communication with depth in the underlying principles of communication and media, culture and society and organisations and relationships. Strong, clear and consistent written, oral and visual communication skills that facilitate engagement between organisations and their stakeholders in straightforward contexts. Work effectively in straightforward contexts both individually and in teams. Critically analyse and interpret relevant data to recommend appropriate solutions for routine public relations situations in straightforward contexts. Evaluate relevant ethical and legal considerations in an impartial way for routine public relations situations. MANAGERIAL COMMUNICATION SKILLS CRITICAL THINKING SKILLS ETHICS AND SOCIAL RESPONSIBILITY TYPICAL POSITIONS Account Manager, Communication Manager QUALIFICATION LEVEL AQF LEVEL 8/9 Postgraduate Degree/Professional Accreditation Specific and in-depth theoretical and technical contextual knowledge within the fields of public relations and communication with depth in recent developments in communication and media, culture and society and organisations and relationships. Advanced written, oral and visual communication skills that facilitate engagement between organisations and their stakeholders in diverse contexts. Work effectively in diverse contexts both individually and in teams. Provide effective small group leadership. Critically analyse and interpret relevant data to recommend appropriate solutions for evolving public relations situations in diverse contexts to management. Evaluate relevant ethical and legal considerations in an impartial way for evolving public relations situations and recommend ethical approaches to management. EXECUTIVE LEADERSHIP COMMUNICATION SKILLS CRITICAL THINKING SKILLS ETHICS AND SOCIAL RESPONSIBILITY TYPICAL POSITIONS Group Manager, General Manager, Senior Adviser QUALIFICATION LEVEL AQF LEVEL 9/10 Professional Accreditation Advanced and integrated contextual knowledge of complex public relations, communication and management issues and concepts with substantial depth in communication and media, culture and society and organisations and relationships. Advanced written, oral and visual communication skills that facilitate engagement between organisations and their stakeholders in complex contexts. Work autonomously and provide expert judgment and leadership in complex contexts. Critically analyse and interpret relevant data to advise appropriate solutions for emerging or new public relations situations in complex contexts to senior management. Evaluate relevant ethical and legal considerations in an impartial way for complex public relations situations and recommend ethical approaches to senior management. Public Relations Institute of Australia Educational Framework p 7

TECHNICIAN STAGE AQF Level 5/6 Diploma Knowledge and Skills CULTURE AND SOCIETY COMMUNICATION AND MEDIA ORGANISATION AND RELATIONSHIPS Ethics Communication theories and principles Research and evaluation Regulations and laws Public relations theories and principles Stakeholder relations (including Corporate social responsibility Communication and public relations history investor relations) Culture and diversity and evolution Media relations Global contexts Cross-cultural and global communication Issues, crisis and risk management Political and social structures Social media/digital engagement Community relations Pressure groups and activists Media literacy Corporate social responsibility Persuasion and propaganda Media strategies Theoretical worldviews (e.g. critical theory, Integrated communication principles Lobbying postmodernism, feminist theory) Corporate governance Reputation management Organisational behaviour Motivation and leadership Managing change SKILLS PROFESSIONAL SKILLS Writing and editing Design and creativity Print and web publishing Software applications Campaign and program planning Presenting and pitching Event management Project management Business processes and planning Financial management Use and management of social media platforms Integrated reporting Client management Team work and independence Leadership Critical analysis and critical thinking Strategic thinking Problem solving Self-reflexivity Resilience Career development skills Public Relations Institute of Australia Educational Framework p 8

TECHNICIAN STAGE AQF Level 5 Diploma Performance Measures (Application of knowledge and skills) Program Outcome 1 Communicate effectively at both a personal and organisational level by using a variety of communication tools and techniques: Understand and use clear writing and demonstrate an appropriate command of grammar, punctuation and spelling Write and produce a wide range of visual and written communication material including brochures, correspondence and organisational material Write speeches to persuade, influence and inform Plan and prepare newsletters for both internal and external use by an organisation Produce feature articles for newsletters, newspapers or magazines Demonstrate writing for the web Monitor and implement strategies using social media Develop material that is graphically and visually appealing including print material and websites Program Outcome 2 Develop and support media relations strategies as part of organisational communication: Explain the difference between reactive and proactive media relations strategies Compose all elements of a media kit, including news release, media advisory, biography, backgrounder and fact sheet Prepare news releases and information materials using appropriate journalistic style Monitor media response to organisational and industry related issues Program Outcome 4 Use appropriate software and hardware to support organisational and public relations functions: Proficient in current software applications used in organisations Use basic applications of software packages suitable for desktop and web publishing Program Outcome 5 Develop a personal ethical framework for decision making: Examine organisational values and ethics Develop a personal code of ethics for use in the workplace and identify personal values as they pertain to career expectations and aspirations Assess his/her fit within an organisation based on shared values and ethics Recognise and explain basic public relations values in relation to ethical dilemmas Program Outcome 3 Apply knowledge of public relations theories and practices to develop and execute basic tactical communication plans: Describe the goals of a communication plan from a public relations perspective Develop and implement a tactical plan Develop and implement a special events plan Support planning for more complex processes Explain simple models of communication theory Explain the impact of current events and trends on the individual and the organisation Public Relations Institute of Australia Educational Framework p 9

EMERGING PROFESSIONAL STAGE AQF Level 7 Undergraduate Degree Knowledge and Skills CULTURE AND SOCIETY COMMUNICATION AND MEDIA ORGANISATION AND RELATIONSHIPS A general, developed knowledge of a broad range of ethical, legal, cultural and societal issues with particular attention to: Ethics Regulations and laws Diversity Political and social structures A basic knowledge of: Culture Global contexts Pressure groups and activists Persuasion and propaganda Theoretical worldviews A specialised, developed knowledge of concepts within the communication, media and public relations fields with particular attention to: Communication and public relations theories and principles Social media/digital engagement Media literacies Media strategies and principles A basic knowledge of: Public relations history Cross-cultural and global communication Integrated communication principles A specialised, developed knowledge of organisational and relationship concepts with particular attention to: Formative research Measurement and evaluation Stakeholder relations Media relations Community relations Motivation and leadership Managing change A basic knowledge of: Issues, crisis and risk management Corporate social responsibility Lobbying Corporate governance Reputation management Organisational behaviour SKILLS PROFESSIONAL SKILLS Developed technical skills in a range of communication and design areas with particular attention to: Writing Design and creativity Print and web publishing Campaign and program planning Presenting and pitching Budgeting Use and management of social media platforms Software applications Client management Event planning and management Basic skills in: Project management Business processes and planning Financial management Integrated reporting Developed interpersonal and generic skills with particular attention to: Team work and independence Personal time management Problem solving Basic skills in: Leadership Critical analysis and critical thinking Strategic thinking Self-reflexivity Resilience Career development skills Public Relations Institute of Australia Educational Framework p 10

EMERGING PROFESSIONAL STAGE AQF Level 7 Undergraduate Degree Performance Measures (Application of knowledge and skills) Program Outcome 1 Integrate and evaluate comprehensive theoretical and technical knowledge of public relations: Analyse and evaluate knowledge and information from a variety of sources to complete a range of activities Analyse, generate and transmit solutions to unpredictable and increasingly complex problems Program Outcome 2 Communicate effectively at both a personal and organisational level to a variety of stakeholders: Understand and use clear writing and demonstrate an appropriate command of grammar, punctuation and spelling Write and produce a wide range of written communication material including media kits, promotional documents and online publications Write speeches to persuade, influence and inform Monitor and implement strategies using social media Develop material that is graphically and visually appealing for print and online Program Outcome 4 Manage self-directed work and learning with autonomy, judgment and responsibility in changing contexts: Demonstrate ability to work independently and manage competing priorities Apply theoretical knowledge, demonstrate adaptability and sound judgment in unpredictable or inconsistent environments Manage projects Program Outcome 5 Complete all work in accordance with public relations codes of professional ethics, standards and practices, and relevant law: Recall and understand the PRIA code of ethics for PR professionals and apply to real business situations and cases Identify corporate values Program Outcome 3 Apply creative approaches to communication planning, execution and problem solving: Conduct formative research Ensure that communication planning objectives are aligned with organisational goals Differentiate between goals and objectives, and the different types within each category Devise a campaign strategy Create communication tactics Formulate evaluation strategies reflective of the measurable objectives and conduct evaluative research Apply knowledge and build skills by planning and proposing a public relations campaign Analyse and communicate research findings using independent critical thinking Public Relations Institute of Australia Educational Framework p 11

MANAGERIAL STAGE AQF Level 8/9 Postgraduate Degree (Honours, Post-graduate Diploma, Masters) Knowledge and Skills CULTURE AND SOCIETY COMMUNICATION AND MEDIA ORGANISATION AND RELATIONSHIPS An advanced knowledge of a range of ethical, legal, cultural and societal issues with particular attention to: Ethics Regulations and laws Diversity Political and social structures A developed knowledge of: Culture Global contexts Pressure groups and activists Persuasion and propaganda Theoretical worldviews A specialised, advanced knowledge of concepts within the communication, media and public relations fields with particular attention to: Communication and public relations theories and principles Social media/digital engagement Media literacies Media strategies and principles A developed knowledge of: Public relations history Cross-cultural and global communication Integrated communication principles A specialised, advanced knowledge of organisational and relationship concepts with particular attention to: Formative research Measurement and evaluation Stakeholder relations Media relations Community relations Motivation and leadership Managing change A developed knowledge of: Issues, crisis and risk management Corporate social responsibility Lobbying Corporate governance Reputation management Organisatonal behaviour SKILLS PROFESSIONAL SKILLS Advanced technical skills in a range of communication and design areas with particular attention to: Written and oral communication Print and web publishing Campaign and program management Use and management of social media platforms Client management Event management Developed skills in: Project management Business processes and planning Financial management Integrated reporting Advanced interpersonal and generic skills with particular attention to: Team work and independence Personal time management Problem solving Developed skills in: Leadership Critical analysis and critical thinking Strategic thinking Self-reflexivity Resilience Career development skills Public Relations Institute of Australia Educational Framework p 12

MANAGERIAL STAGE AQF Level 8/9 Postgraduate Degree (Honours, Post-graduate Diploma, Masters) Performance Measures (Application of knowledge and skills) Program Outcome 1 Apply knowledge of public relations, corporate communication, and organisational theories and practices that support a strategic role for the function: Apply knowledge of contemporary organisational theories Use strategic thinking to develop and execute communication plans, incorporating research, analysis, communication and evaluation Execute a complex communication plan using appropriate strategies and tactics Examine the influence of organisational and community dynamics on the communication planning process Develop and define communication objectives based on needs and criteria for projects and plans, in consultation with stakeholders Develop communication plans to support the needs of internal and external stakeholders Examine the impact of corporate culture on communication Develop a budget for communication plans Program Outcome 2 Apply creative approaches to complex communication and organisational issues using a range of communication planning processes that define appropriate strategy, implementation and problem solving: Choose and apply critical thinking skills and strategies Analyse ideas, concepts and programs to determine influencing factors Generate creative ideas for strategies and solutions considering organisational dynamics, concepts, themes and opportunities Critique problems and recognize opportunities Program Outcome 3 Display a commitment to lifelong learning, both within and outside the work environment: Debate public relations and organisational communication issues and trends Compare and assess own skills and knowledge Adapt own skills, knowledge and values to new situations Display enthusiasm for continued learning and personal growth Demonstrate an interest and a plan for professional accreditation Program Outcome 4 Apply principles of advocacy and ethics and be able to make decisions or recommendations for action based on sound principles of each: Work within established organisational culture and acknowledge its impact on an organisation s changing needs Follow correct organisational process when preparing and submitting work Compare and contrast organisational behaviour theories used to influence corporate/ organisational culture Program Outcome 5 Display mindful awareness of events, trends and cultural shifts that impact the organisation and can be used in proactive ways in communication management activities: Examine current trends and issues and their potential impact on the organisation Translate issues from the particular to broader implications Identify how events, trends and cultural shifts might be used in communication activities Program Outcome 6 Function in a responsible, professional, trustworthy and accountable manner respecting the legal, moral and ethical practice: Examine ethical, legal and moral issues facing organisations Conduct oneself within professional and organisational codes of conduct Recognise the significance and implications of relevant laws (such as privacy, defamation, intellectual property, investor relations) on the communication function or plans Recognise the importance of corporate social responsibility frameworks on organisational reputation Program Outcome 7 Conduct and coordinate research and evaluation processes to support communication and public relations strategies: Conduct strategies to effectively implement and monitor the outcomes of plans, issues and activities Monitor and evaluate methods of output, process and outcomes Report on project status Program Outcome 8 Function as an effective member of a team: Prepare plans in teams Work on events in groups Collaborate/ brainstorm ideas with partners for group projects in-class Prepare and present group presentations Provide counsel and advice in a persuasive and tactful manner Program Outcome 9 Provide leadership in implementation of PR and CM objectives: Advises and counsels managers and team leaders Executes organisational public relations plans Aligns PR and CM function with organisational business objectives Supports the development of communication procedures and policies Public Relations Institute of Australia Educational Framework p 13

EXECUTIVE LEADERSHIP STAGE AQF Level 9/10 Masters and Doctoral Degrees Knowledge and Skills CULTURE AND SOCIETY COMMUNICATION AND MEDIA ORGANISATION AND RELATIONSHIPS An advanced knowledge of a range of ethical, legal, cultural and societal issues with particular attention to: Ethics Regulations and laws Diversity Political and social structures Culture Global contexts Pressure groups and activists Persuasion and propaganda Theoretical worldviews A specialised, advanced knowledge of concepts within the communication, media and public relations fields with particular attention to: Communication and public relations theories and principles Social media/digital engagement Media literacies Media strategies and principles. Public relations history Cross-cultural and global communication Integrated communication principles A specialised, advanced knowledge of organisational and relationship concepts with particular attention to: Formative research Measurement and evaluation Stakeholder relations Media relations Community relations Motivation and leadership Managing change Issues, crisis and risk management Corporate social responsibility Lobbying Corporate governance Reputation management Organisatonal behaviour SKILLS PROFESSIONAL SKILLS Advanced technical skills in a range of communication and design areas with particular attention to: Writing Design and creativity Print and web publishing Campaign and program planning Presenting and pitching Budgeting Use and management of social media platforms Software applications Client management Event planning and management Project management Business processes and planning Financial management Integrated reporting Advanced interpersonal and generic skills with particular attention to: Team work and independence Personal time management Problem solving Leadership Critical analysis and critical thinking Strategic thinking Self-reflexivity Resilience Career development skills Public Relations Institute of Australia Educational Framework p 14

EXECUTIVE LEADERSHIP STAGE AQF Level 9/10 Masters and Doctoral Degrees Performance Measures (Application of knowledge and skills) Program Outcome 1 Apply theory models and concepts of PR and CM based upon a critical analysis of their relevance to individual practice and to the profession as a whole: Compare and contrast current models of PR and CM and explain the application of each to the work place Summarise the role of PR and CM in society Program Outcome 2 Use research to develop and expand on a body of knowledge: Deliver original quantitative and qualitative research to support projects Create original work that supports areas of PR and CM specialisation, based on industry or area Identify the appropriate use of qualitative and quantitative methods Program Outcome 3 Provide leadership to the organisation on reputation, relationships and positioning: Plan and implement organisational communication priorities Develop high-level reputation management strategies Provides counsel and strategies in support of the reputation management of the organisation Generate planning processes aligned with organisational strategy Evaluate issues, opportunities and challenges facing the organisation and develop strategies to address these factors Relate leadership theories and identify and exhibit personal leadership traits Program Outcome 4 Articulate the status of PR and CM within a broad social context and apply this to the immediate organisational one: Appraise current thinking on PR and CM and determine its applicability to the work place Compare the historical context of PR and CM to the present Describe the evolution of PR and CM based on a theoretical framework Program Outcome 6 Display mindfulness of the role of the organisational leader: Discuss current management theory Appraise the impact of global, national and local events on the organisation and its operations Understand fundamental elements of business, including financial, organisational and human resources Exhibit high levels of trustworthiness and professionalism AQF Level 10 Doctoral Degree The purpose of a Doctoral Degree in the public relations field is to qualify individuals who apply a substantial body of knowledge to research, investigate and develop new knowledge. Doctoral Degree qualifications are located at level 10 of the Australian Qualifications Framework (Australian Qualifications Framework Council, 2013). There are two forms of Doctoral Degree - Doctoral Degree (Research) and the Doctoral Degree (Professional), with research as the defining characteristic of all Doctoral Degree qualifications. The research Doctoral Degree (typically referred to as a Doctor of Philosophy) makes a significant and original contribution to knowledge; the professional Doctoral Degree (e.g. Doctor of Communication) makes a significant and original contribution to knowledge in the context of professional practice (Australian Qualifications Framework Council, 2013). Due to the specific academic research focus of these degrees, this AQF Level generally sits outside the practitioner framework listed in this document. The possession of a doctoral degree is not a pre-requisite or standard for performance at the Executive Leadership Stage. Program Outcome 5 Engage in professional opportunities that support a deeper understanding of the self and of the profession: Self reflect on the application of work to career planning and personal objectives Engage in professional and personal activities that highlight an ongoing plan for learning Develop personal learning plans Interpret current content and knowledge to assess best practices Construct theory about professional practice Engage in professional opportunities that support the search of excellence Public Relations Institute of Australia Educational Framework p 15

References Australian Government, 2013, Job Outlook, viewed at http:// joboutlook.gov.au/occupation.aspx?search=alpha&tab=prospects &cluster=&code=2253, 11 September 2013 Australian Qualifications Framework Council 2013, Australian Qualifications Framework, 2nd edn, retrieved from http://www.aqf.edu.au/wp-content/uploads/2013/05/aqf-2nd- Edition-January-2013.pdf, 11 September, 2013 Canadian Public Relations Society 2011, Pathways to the profession: An outcomes based approach towards excellence in Canadian public relations and communications management education, retrieved from http://www.cprs.ca/uploads/education/pathwaytoprofessioneng_ Final_11-07-2011.pdf, 11 September 2013 Global Alliance for Public Relations and Communication Management n.d, Code of Ethics, retrieved from http://www.globalalliancepr.org/website/sites/default/files/nolie/ Governance/GA%20Code%20of%20Ethics.pdf, retrieved 11 September, 2013 Global Alliance for Public Relations and Communication Management 2010, The Stockholm Accords: A call to action for public relations and communication in a global society, retrieved from http://www.wprf2010.se/wp-content/uploads/2010/05/ Stockholm-Accords-final-version.pdf 11 September, 2013 Global Alliance for Public Relations and Communication Management 2012, The Melbourne Mandate: A call to action for new areas of value in public relations and communication management, retrieved from http://melbournemandate. globalalliancepr.org/wp-content/uploads/2012/11/melbourne- Mandate-Text-final.pdf, 11 September, 2013 Public Relations Institute of Australia 2012, Maintaining high ethical standards, viewed at http://www.pria.com.au/membercentre/ code-of-ethics, 11 September, 2013 Salt & Shein, 2013 Trends and issues in Australian corporate affairs, retrieved from http://www.saltshein.com.au/media/ salarys/1/trends_&_issues_survey_2013.pdf 11 September, 2013 Tench, R. and Deflagbe, D. 2008, Towards a Global Curriculum: A summary of literature concerning public relations education, professionalism and globalisation. Report for the Global Alliance of Public Relations and Communication Management, Leeds Metropolitan University, UK Contact PRIA Suite 506, Level 5, 83 York Street Sydney NSW 2000 Phone: 02 9331 3346 Fax: 02 9279 3888 Email: info@pria.com.au Website: www.pria.com.au 2013 Public Relations Institute of Australia ABN 85 066 451 732 Public Relations Institute of Australia Educational Framework p 16