UK-based IPR study asks: 'What makes the perfect public relations officer?'

UK researchers have initiated a study to find out what makes the perfect senior PR professional.

Research: Bournemouth University
Research: Bournemouth University

Bournemouth University is working in conjunction with the US-based Institute for Public Relations (IPR), after receiving a grant for the study from the Coca-Cola Company.

The research team will try to pin down the skills and knowledge required of senior PR and comms specialists. The research will also aim to pick out the skills PR professionals will need in the current era of tight budgets. Results will be published next year.

‘The focus for this research is the knowledge, skills, relationships, 360-degree vision and managerial abilities that senior public relations and comms professionals will need in five years,' said IPR president and CEO Robert W. Grupp. ‘As a profession, we need to do a better job identifying what it takes to prepare the next generation of leaders in globally integrated organisations.'

Topics to be explored will include the analytical skills required for PR professionals to become trusted senior


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Max Clifford trial jury to continue deliberations tomorrow

Max Clifford trial jury to continue deliberations tomorrow

The jury in the trial of celebrity publicist Max Clifford has been sent home after a second day of deliberations about its verdicts on 11 charges of indecent assault.

Champagne producer Charles Heidsieck appoints Story PR