PR Education
valued skills by Portuguese professionals
DOI:
https://doi.org/10.34629/cpublica793Keywords:
Public Relations, professional skill, PR education, higher educationAbstract
Taking into account the changes brought about by digital transformation and social networks, as well as the generational differences in pre-university education, this study aims to identify and analyze the competences valued by professionals in Portugal, especially those related to recent graduates. Through a content analysis of 87 interviews, the existing and predominant competences in the country were identified and compared with those mentioned in the existing literature. The results highlight the predominance of general competences, with an emphasis on those related to communication and digital content. These echo the reflections of Margarida Kunsch, Kate Fitch and Jacquie L'Etang, suggesting that in spite of the local dimention of the study, it is in line with global trends in the field. This frame of reference can guide curriculum development and stimulate reflection on public relations education.
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