PR Education

valued skills by Portuguese professionals

Authors

DOI:

https://doi.org/10.34629/cpublica793

Keywords:

Public Relations, professional skill, PR education, higher education

Abstract

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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Author Biographies

  • Evandro Samuel Oliveira, University of Mannheim; LabCom

    Associate Researcher at LabCom, Assistant Professor at UAL, and Guest Lecturer at the University of Mannheim (Germany). Re-elected President of the Organizational and Strategic Communication section of ECREA. Holds a PhD in Political and Social Sciences from the University of Leipzig, Germany; holds a PhD in Communication Sciences from the University of Minho, Portugal and in Strategic Communication from the Autonoma University of Barcelona, Spain. Received Research Awards from EUPRERA in 2019 and AIRP in 2023. His main research areas are Strategic Communication, Communication of Civil Society Groups, Communication and Diversity, and Public Relations.

  • Nuno Correia de Brito, ESECS – Polytechnic of Leiria

    Professor at the ESECS of the Polytechnic Institute of Leiria. Collaborates with UAL in postgraduate teaching (Autónoma Academy). Completed a master's degree in Communication, Culture, and Information Technologies at ISCTE in 2011. PhD in Communication Sciences at the same university in 2017. He specialized in Communication Sciences and conducts research in Strategic Communication, Political Communication, and Social Movements. He is a full Researcher at ICNOVA, FCSH, of the Nova University of Lisbon. Additionally, he has over ten years of professional experience in Communication Consultancy and Public Relations.

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Published

2024-06-28

How to Cite

PR Education: valued skills by Portuguese professionals. (2024). Comunicação Pública, 19(36). https://doi.org/10.34629/cpublica793