Study of PR Writing by Entry-level Practitioners Reveals Significant

Supervisor Dissatisfaction COLLEEN KILLINGSWORTH, MCM, APR, FCPRS

Executive Perspectives on Public Relations Management Competencies

Capstone Research Project

McMaster University, DeGroote School of Business

This study was funded by the

Communications + Public Relations

Foundation and CK Communications.

The evolution of public relations management has profound

implications for professional development programs as public

relations professional development programs continue grow in

higher education not only in Canada, but worldwide.

Purpose

To more clearly understand to what degree the skills and

competencies identified in the Manager and Leader

Pathways levels of the CPRS Pathways to the Profession

align with Canadian executive perspectives of the

competencies required of their public relations managers

and leaders (e.g. directors, vice presidents and chief

information officers). Scant research exists that looks at the

competencies and credentials Canadian executives require

of their public relations professionals.

Methods and Sample

The results of the four focus groups (Halifax, Toronto, Calgary

and Victoria) and online survey of 436 executives (e.g. general

business, human resources, and public relations/

communications management) between October 31 and

December 20, 2010 help the public relations industry more

clearly understand to what degree the skills and competencies

identified in the Manager and Leader Pathways levels of the

CPRS Pathways to the Profession align with Canadian

executive perspectives of the competencies required of their

public relations managers and leaders.

Gaps in Working Knowledge vs. Importance Provide Opportunities for ProgrammingIntroduction

There is a direct correlation between the competencies, attributes and aptitudes valued by executives and demonstrated by senior

communicators in their organizations, and those programmed for in the Management and Leader Pathways as part of the CPRS

Pathways to the Public Relations Profession. The gaps of more than 2% in working knowledge compared to the degree of

importance represent areas for public relations and communications education and professional development programming for

senior communicators and public relations professionals holding manager, director, and vice president level positions within an

organization.

Tested Competency /

Attribute / Aptitude

Importance of Knowledge,

Skills and Abilities*

Working Knowledge

Demonstrated

• Financial reporting and

accounting (Knowledge of

finance)**

•(Budgeting)***

49%(n=275)

73%(n=275)

59%(n=242)

• Corporate social

responsibility

83% (n=277) 80% (n=242)

• Managing team processes 86% (n=274) 77% (n=241)

• Public opinion polling and

analysis

54% (n=274) 65% (n=242)

• External consulting skills 88% (n=277) 83% (n=242)

• Managing team processes

• Leadership skills

86% (n=274)

91% (n=272)

77% (n=241)

Management Pathway

The functions of public relations management representatives have evolved over the past three decades and are

"achieving increased stature within the corporation.” Arthur W. Page Society, 2007, Authentic Enterprise, p. 7.

Tested Competency / Attribute /

Aptitude

Importance of

Knowledge, Skills and

Abilities*

Working

Knowledge

Demonstrated

• Financial reporting and

accounting (Knowledge of

finance)**

•(Budgeting)***

49%(n=275)

73%(n=275)

59%(n=242)

• Strategic planning 84% (n=273) 88% (n=242)

• Provides leadership in

implementation of communication

objectives (Leadership skills)**

• Provides leadership to the

organization on reputation,

relationships and positioning

(Leadership skills)**

91% (n=272)

91% (n=272)

96% (n=238)

93% (n=237)

• Corporate social responsibility 83% (n=277) 80% (n=242)

• External consulting skills 88% (n=277) 83% (n=242)

• Commitment to lifelong learning 80% (n=274) 93% (n=233)

• Negotiation 80% (n=274) 75% (n=240)

Leadership Pathway

*Sum of very important and important.

**How competency / attribute / aptitude was stated in the knowledge, skills and abilities section.