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