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This week's chat

June 4, 2013 Transcript of #CommsChat with PR Academy

Last week, Kevin Ruck, the co-founder of the PR Academy (@pracademy), one of the leading PR training and qualifications providers, joined us on #CommsChat. Find out what instructors, PR professionals and current and former students had to say below.

 

  • @pracademy More employers are asking, though not always insisting, on a qualification.
  • @PeterMBarrett Specialist, non-mandatory quals (in any industry) demonstrate a hunger and work ethic that employers admire
  • @pracademy Students often tell us that their credibility and confidence grows from studying and applying the learning.
  • @Wordyrapper Never underestimate the power of the added confidence – and of having a comms toolkit.
  • ‏@ncardwell Still a perception, I think, that PR ‘isn’t for everyone’. It is. Training orgs can show young people that.
  • @pracademy Most people tend to choose a marketing or a PR career path, though the lines are really blurring now with
  • @pracademy Strategic planning and measurement have been the ‘Achilles heel’ of #communication and #PR disciplines for some time now.

Take a look at the full transcript:

 

  1. And now, back to the awards. Once again, thanks to all.

  2. Really enjoyable discussion which has given me ideas and lots to ponder! Thanks to all, have a great week!

  3. A big thanks to all for taking part tonight. I’ve been Andrew, you’ve been CommsChat. Kevin’s been our guest tonight

  4. good to chat with some new contacts tonight, been a while since I took part 🙂

  5. RT : And as highlighted here, understanding how supports overall business strategy and reputation.

  6. This flexibility will be key to fit in with people’s lives.

  7. And, as the big hand ticks up to the top of the clock, so we reach the end of tonight’s

  8. RT : And online learning so that students can choose when to study in their own time. // agree, also remote contact

  9. T5: I’d like to see PR/Comms quals to introduce people to the industry in school/college, not just at uni, work

  10. And as highlighted here, understanding how supports overall business strategy and reputation.

  11. Thanks and have a good week, All!

  12. And online learning so that students can choose when to study in their own time.

  13. RT : Strategic planning and measurement have been the ‘Achilles heel’ of and disciplines .. //yes!

  14. maybe portfolio course and training that can build up to recognised qual overtime PR MBA?

  15. Strategic planning and measurement have been the ‘Achilles heel’ of and disciplines for some time now.

  16. RT : Future is more specialist qualifications and then learning how to integrate them at a higher strategic level.

  17. RT : T5 obviously I would like to see more collaboration with Universities

  18. Future is more specialist qualifications and then learning how to integrate them at a higher strategic level.

  19. RT : My temporary office at the awards whilst also running tonight’s

  20. T5 obviously I would like to see more collaboration with Universities

  21. More positive. More professional. More powerful. And something else beginning with ‘p’. 🙂

  22. My temporary office at the awards whilst also running tonight’s

  23. More specialist, more general, more trade body associated, etc? What next for training & qualifications?

  24. specialist qualifications give you a far greater depth of knowledge.

  25. Topic five – What does the future look like for PR training?

  26. With six more minutes left to go, let’s move to topic 5

  27. CIPR internal comms diploma from . Liked that it was at Masters level as I knew it would stretch my brain.

  28. RT : Totally agree. These days, we need a varied skillset to overcome issues.

  29. look closely at the content of all qualifications to see if you could benefit from a different one.

  30. RT : yes it does, my previous manager included it in my positions job desc, seeing its benefits in me

  31. following ‘s Q – where do specialist qualifications come to play?

  32. yes it does, my previous manager included it in my position’s job desc, seeing its benefits in me

  33. RT : “I think is one of the most exciting places to be right now …..” and very corp comms

  34. RT : Hi, I have Melcrum qualifications. Will I need CIPR or IoIC as well? Good Q!

  35. absolutely, that is the real challenge and we cover this in our courses.

  36. I think is one of the most exciting places to be right now – but perhaps that because I love what I do.

  37. Totally agree. These days, we need a varied skillset to overcome issues.

  38. Good point! Effective PR / Comms needs practitioners to ‘get’ business/sector

  39. Hi, here. I have Melcrum qualifications. Will I need CIPR or IoIC as well?

  40. The skills needed for both are complementary. Integrating them is a skill in itself.

  41. whoops, meant to say that’s WHY we exist. I’m the one in need of my glasses

  42. RT : Everything is converging. –> hopefully so, that’s what we exist.

  43. meant PR in job title oops I need new specs too!

  44. Everything is converging. Or maybe I just need new glasses … 🙂

  45. I don’t think a career is totally set by either a marketing or PR path now, it’s how they are integrated that matters.

  46. agree worked in the industry over 25 years never had P in job title always comms

  47. RT : Not necessarily. The portfolio career has become the norm. Ive been in marketing PR, & internal comms, so far ..

  48. So, here’s a quick question to all. What qualification do you have and what made you go for it? RT to yr followers, too

  49. Not necessarily. The ‘portfolio’ career has become the norm. I’ve been in marketing PR, and internal comms, so far …

  50. Most people tend to choose a marketing or a PR career path, though the lines are really blurring now with

  51. RT : There are different awarding bodies for qualifications such as // & Unis!

  52. RT : There are different awarding bodies for qualifications such as

  53. There are different awarding bodies for qualifications such as

  54. And presumably the choice of qualification sets the scene for the rest of a persons career?

  55. RT : Management skills are top priority, some good research on this at // big pic crucial

  56. Is there competition for comms diplomas at start of career? Comms v PR v marketing.

  57. under grad programmes face dilemma, need to be academically robust so skills take second place depend on internships to do that

  58. 🙂 at least u can go & make yrself some toast. I’m stuck in an empty 2nd ballroom, all to myself – twitpic follows

  59. Management skills are top priority, some good research on this at

  60. Topic 3 How do courses and certifications differ for different areas of communications (measurement, PR, marketing)

  61. So, having started discussing measurement, corporate comms etc. lets move onto topic 3

  62. Thanks for making us hungry while we’re thinking about comms.

  63. Good luck to everyone at tonight!

  64. A quick menu update from the awards -1st crs = salmon mousse, 2nd crs = duck w/sauce (sadly am out in annexe doing

  65. agree // PR is a crucial business tool, CEOs worry as much about reputation as the bottom line

  66. confidence is a key point that students say they get from a qualification, even if you’ve done the job for 10 years!

  67. Totally agree Jane. It’s a bit like ‘doctor, heal thyself’.

  68. RT: : diplomas help increase credibility amongst leaders & snr peers quickly. Provide more time to settle & learn

  69. MT : having lectured in PR, I actually think understanding business is vital in PR/comms.

  70. agree, think that comes with taking a qualification and showing how strategic practice really pays off.

  71. Still a perception, I think, that PR ‘isn’t for everyone’. It is. Training orgs can show young people that.

  72. absolutely. Quals are no silver bullet of course. But good courses would help drive recog of need for measure/eval/ROI

  73. Never underestimate the power of the added confidence – and of having a comms toolkit.

  74. To ‘s point, having lectured in PR, I actually think understanding business is vital in PR/comms.

  75. our tutors often have informal chats about potential career choices and students can network at our alumni events.

  76. I suppose that is a start, we need to get smarter as an industry in evidencing worth

  77. It’s shows young people are dedicated – and gives them new skills. The same applies to older people retraining.

  78. Young people can find out more about whether an career is right for them by taking a Foundation course.

  79. So, , how can you help a young persons career, over & above giving them a certificate?

  80. it goes a bit wider and makes links to setting objectives.

  81. what a great argument for training (or firing bad ppl before they’ve been with you too long)

  82. is the AMEC qual media monitoring only or does it go wider?

  83. RT : always taken by argument what if we pay for training & they leave What if you dont & they stay!

  84. Topic 3 How can a training and certifications organisation help in a young person’s career? or in retraining?

  85. always taken by argument ‘what if we pay for training & they leave’ What if you don’t & they stay!

  86. Lets use this as a opportunity to move onto topic 3

  87. MT : Networking is one of the most valuable things and brilliant for sharing experience with like-minded people.

  88. Networking is absolutely one of the most valuable things and brilliant for sharing experience with like-minded people.

  89. an appropriate comment in the week of the AMEC conference and awards in Madrid this week.

  90. RT : I disagree, evaluation and measurement is the key to the boardroom

  91. I disagree, evaluation and measurement is the key to the boardroom

  92. RT : Studying also is a great way to network.

  93. + 1 RT : Studying also is a great way to network.

  94. RT : More broad corpcomms training as well as specialist IC courses will help drive into C-Suite

  95. Studying also is a great way to network.

  96. My experience. qualifications help with small companies. Global companies still prefer trad subjects. Will train PR skills.

  97. part of modules and has own specialist module under dev for final level

  98. More broad training, as well as specialist courses will help drive into C-Suite.

  99. Studying qualifications leads to accredited status

  100. Quals do help employment, especially if they have a broad practical/applied element in addition to theory

  101. we focus on corp comms in final level undergrad and talk about it throughout

  102. RT : It shows youre committed to an industry and have committed your own time and resources to achieve it

  103. Very little corpcomms in PR degree I have been teaching. Real rethink needed for education in vertical markets.

  104. It shows you’re committed to an industry and have committed your own time and resources to achieve it.

  105. “Having a qualification means you’ll be taken more seriously” case study with student Marianela Venables

  106. employability seems to be high amongst PR grads from

  107. RT : need to do some PR for PR, it is more than media relations!

  108. Students often tell us that their credibility and confidence grows from studying and applying the learning.

  109. need to do some PR for PR, it is more than media relations!

  110. RT : More employers are asking, though not always insisting, on a qualification.

  111. A really interesting point. Small in-house teams, pressure on training budgets etc limiting access to CPD?

  112. So, the big question – do qualifications help employment prospects? Lets hear some real case studies out there?

  113. One benefit is that it puts you on a level with HR and Marketing professionals.

  114. Specialist, non-mandatory quals (in any industry) demonstrate a hunger and work ethic that employers admire

  115. many PR qualifications are much broader than media relations.

  116. Topic two. What are the benefits to getting certified in communications?

  117. Ok, let’s move to the second topic

  118. corp comms quals can be found within PR degrees and post grad but need to read the course content do we need to rebrand?

  119. CIPR Internal Comms Diploma from if that’s your area. Really made a difference.

  120. So, one big question. We hear much on PR quals, but are there any good corporate comms qualifications? More general?

  121. our research was with students who have studied at postgraduate level, e.g qualifications

  122. RT : what qualifications are good ones?

  123. Am a recent CIPR student. Lack of access to peer to peer learning in (esp in-house) makes courses attractive.

  124. More employers are asking, though not always insisting, on a qualification.

  125. : social media everyone is to some extent responsible for their own PR and Comms.”

  126. do you have any research on how emp.value entry level quals such as first degrees and postgrad in PR?

  127. T1: Interesting (and encouraging) that people see increasing their skills as key to career progression and not other way around

  128. Hi all, we’re talking why comms qualifications gaining popularity. Presumably, @pracadamy, employers are increasingly insisting

  129. I’m sitting in right now on the live where and others talking all things & qualifications

  130. Third key motivation is to gain professional recognition.

  131. Hi everyone, I’m Neil, currently doing in-house PR/Comms in the legal sector…looking forward to learning / contributing tonight

  132. yes, as managers move up to higher managerial levels, building competences and skills become more important.

  133. Reason for quals 1) improve my skills 2) improve my career prospects. And number 3?

  134. Hello, All! I’ll try and join for the next hour. How’s everyone? How is the awards ceremony?

  135. the quals do seem to offer good employment opps

  136. The second key motivation is to “Improve career prospects”.

  137. And what were reasons 2&3. Do you have that to hand?

  138. “Enhance my skills” is the top reason for studying for a qualification for the past three years according to our research.

  139. Topic one – Why are PR and comms qualifications gaining popularity?

  140. So, , lets kick off with our first topic, shall we?

  141. Jane Crofts here, PR programme leader and curator of

  142. I’m joining CommsChat live from the CIPR awards, and our deputy ed Brittany will take over half way.

  143. T1 and seen as more strategic, so we have to win respect of leadership teams.

  144. apologies to those not following for the seemingly random tweets

  145. I’m Andrew Thomas, editor of Communicate magazine. Pls feel free to join in, but remember, it’s always polite to introduce 1st

  146. So, welcome to tonight’s CommsChat. We’re delighted to be joined by from the to discuss qualifications.

  147. Hi everyone, I’m Kevin Ruck from PR Academy, looking forward to chatting about qualifications tonight

 

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