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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:
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Really enjoyable discussion which has given me ideas and lots to ponder! Thanks to all, have a great week! #commschat
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A big thanks to all for taking part tonight. I’ve been Andrew, you’ve been CommsChat. Kevin’s been our @pracademy guest tonight #CommsChat
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Happy studying everyone! #commschat
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good to chat with some new contacts tonight, been a while since I took part 🙂 #commschat
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RT @pracademy: And as highlighted here, understanding how #PR supports overall business strategy and reputation. #commschat
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@pracademy This flexibility will be key to fit in with people’s lives. #commschat
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And, as the big hand ticks up to the top of the clock, so we reach the end of tonight’s #CommsChat
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RT @pracademy: And online learning so that students can choose when to study in their own time. // agree, also remote contact #commschat
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@CommsChat T5: I’d like to see PR/Comms quals to introduce people to the industry in school/college, not just at uni, work #commschat
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And as highlighted here, understanding how #PR supports overall business strategy and reputation. #commschat
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@jane63c Love this idea. #commschat
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Thanks and have a good week, All! #commschat
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And online learning so that students can choose when to study in their own time. #commschat
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RT @pracademy: Strategic planning and measurement have been the ‘Achilles heel’ of #communication and #PR disciplines .. //yes! #commschat
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@Wordyrapper @CommsChat More possibilities 🙂 #commschat
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maybe portfolio course and training that can build up to recognised qual overtime PR MBA? #commschat
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Strategic planning and measurement have been the ‘Achilles heel’ of #communication and #PR disciplines for some time now. #commschat
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RT @Communicatemag: My temporary office at the #ciprexcel awards whilst also running tonights #commschat pic.twitter.com/gK3cc7oIxc #commschat
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RT @pracademy: Future is more specialist qualifications and then learning how to integrate them at a higher strategic level. #commschat
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@Communicatemag The glamour of PR/Comms! #commschat
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RT @jane63c: T5 obviously I would like to see more collaboration with Universities #declaresvestedinterest #CommsChat
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@Communicatemag Pretty in pink – or is that just you? #commschat
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@Wordyrapper proactive? #CommsChat
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Future is more specialist qualifications and then learning how to integrate them at a higher strategic level. #commschat
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RT @communicatemag: My temporary office at the #ciprexcel awards whilst also running tonight’s #commschat pic.twitter.com/BUhWKjmNEE
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T5 obviously I would like to see more collaboration with Universities #declaresvestedinterest #commschat
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@CommsChat More positive. More professional. More powerful. And something else beginning with ‘p’. 🙂 #CommsChat
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My temporary office at the #ciprexcel awards whilst also running tonight’s #commschat pic.twitter.com/xwZ7kvUYsm
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@Wordyrapper @DanielArda goods, that’s what we like to hear! #CommsChat
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More specialist, more general, more trade body associated, etc? What next for training & qualifications? #CommsChat
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@CommsChat specialist qualifications give you a far greater depth of knowledge. #commschat
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@DanielArda @CommsChat Mine too! Will definitely take part again. #CommsChat
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Topic five – What does the future look like for PR training? #CommsChat
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With six more minutes left to go, let’s move to topic 5 #CommsChat
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@CommsChat Thanks! Enjoying my first visit to #CommsChat 😉
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@CommsChat CIPR internal comms diploma from @pracademy. Liked that it was at Masters level as I knew it would stretch my brain. #CommsChat
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RT @MontseCano: @pracademy Totally agree. These days, we need a varied skillset to overcome issues. #commschat
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@DanielArda look closely at the content of all #internalcomms qualifications to see if you could benefit from a different one. #commschat
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RT @masroora: #CommsChat yes it does, my previous manager included it in my positions job desc, seeing its benefits in me #CommsChat
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@pracademy following @danielarda‘s Q – where do specialist qualifications come to play? #CommsChat
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@CommsChat @Communicatemag #CommsChat yes it does, my previous manager included it in my position’s job desc, seeing its benefits in me
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RT @Wordyrapper: @pracademy “I think #internalcomms is one of the most exciting places to be right now …..” and very corp comms #commschat
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RT @DanielArda: Hi, I have Melcrum #InternalComms qualifications. Will I need CIPR or IoIC as well? Good Q! #CommsChat
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@AcademyAnn @pracademy Definitely agree! #commschat
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@Wordyrapper absolutely, that is the real challenge and we cover this in our #PR courses. #commschat
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@pracademy I think #internalcomms is one of the most exciting places to be right now – but perhaps that because I love what I do. #commschat
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@pracademy Totally agree. These days, we need a varied skillset to overcome issues. #commschat
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@MarrsioFootball @flemingsean @Communicatemag Good point! Effective PR / Comms needs practitioners to ‘get’ business/sector #commschat
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@CommsChat Hi, @DanielArda here. I have Melcrum #InternalComms qualifications. Will I need CIPR or IoIC as well? #CommsChat
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@CommsChat @Wordyrapper it’s catching! #commschat
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RT @pracademy: And #internalcomms is also now a career choice. #commschat
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@pracademy The skills needed for both are complementary. Integrating them is a skill in itself. #commschat
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@Wordyrapper whoops, meant to say that’s WHY we exist. I’m the one in need of my glasses #CommsChat
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And #internalcomms is also now a career choice. #commschat
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RT @Wordyrapper: Everything is converging. –> hopefully so, that’s what we exist. #CommsChat
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meant PR in job title oops @wordyrapper I need new specs too! #commschat
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@pracademy Everything is converging. Or maybe I just need new glasses … 🙂 #CommsChat
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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. #commschat
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@Wordyrapper agree worked in the industry over 25 years never had P in job title always comms #commschat
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RT @Wordyrapper: Not necessarily. The portfolio career has become the norm. Ive been in marketing PR, & internal comms, so far .. #CommsChat
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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 #CommsChat
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@CommsChat Not necessarily. The ‘portfolio’ career has become the norm. I’ve been in marketing PR, and internal comms, so far … #CommsChat
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Most people tend to choose a marketing or a PR career path, though the lines are really blurring now with #socialmedia #commschat
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RT @pracademy: There are different awarding bodies for qualifications such as @CIPR_UK @CIMinfo @AmecOrg @IoICNews // & Unis! #commschat
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RT @pracademy: There are different awarding bodies for qualifications such as @CIPR_UK @CIMinfo @AmecOrg @IoICNews #CommsChat
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There are different awarding bodies for qualifications such as @CIPR_UK @CIMinfo @AmecOrg @IoICNews #commschat
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And presumably the choice of qualification sets the scene for the rest of a persons career? #CommsChat
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RT @pracademy: Management skills are top priority, some good research on this at http://alturl.com/8fnii // big pic crucial #commschat
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Is there competition for comms diplomas at start of career? Comms v PR v marketing. #CommsChat
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under grad programmes face dilemma, need to be academically robust so skills take second place depend on internships to do that #commschat
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@Wordyrapper 🙂 at least u can go & make yrself some toast. I’m stuck in an empty 2nd ballroom, all to myself – twitpic follows #commschat
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Management skills are top priority, some good research on this at http://alturl.com/8fnii #commschat
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@communicatemag True multi tasking ! #commschat #ciprexcel
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Topic 3 How do courses and certifications differ for different areas of communications (measurement, PR, marketing) #CommsChat
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So, having started discussing measurement, corporate comms etc. lets move onto topic 3 #CommsChat
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@Communicatemag Thanks for making us hungry while we’re thinking about comms. #commschat
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Good luck to everyone at #ciprexcel tonight! #commschat
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A quick menu update from the #ciprexcel awards -1st crs = salmon mousse, 2nd crs = duck w/sauce (sadly am out in annexe doing #commschat
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@ncardwell @flemingsean agree // PR is a crucial business tool, CEOs worry as much about reputation as the bottom line #commschat
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@MontseCano confidence is a key point that students say they get from a qualification, even if you’ve done the job for 10 years! #commschat
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@jane63c @pracademy Totally agree Jane. It’s a bit like ‘doctor, heal thyself’. #commschat
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@Chris_Brad1ey don’t forget the hash tag #commschat
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RT: @Chris_Brad1ey: diplomas help increase credibility amongst leaders & snr peers quickly. Provide more time to settle & learn #commschat
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MT @flemingsean: having lectured in PR, I actually think understanding business is vital in PR/comms. @Communicatemag #commschat
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@jane63c agree, think that comes with taking a qualification and showing how strategic practice really pays off. #commschat
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@CommsChat @pracademy Still a perception, I think, that PR ‘isn’t for everyone’. It is. Training orgs can show young people that. #commschat
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@jane63c absolutely. Quals are no silver bullet of course. But good courses would help drive recog of need for measure/eval/ROI #commschat
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@CommsChat @pracademy Never underestimate the power of the added confidence – and of having a comms toolkit. #commschat
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To @marywhenman‘s point, having lectured in PR, I actually think understanding business is vital in PR/comms. @Communicatemag #commschat
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@CommsChat our tutors often have informal chats about potential career choices and students can network at our alumni events. #commschat
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@pracademy I suppose that is a start, we need to get smarter as an industry in evidencing worth #commschat
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@CommsChat It’s shows young people are dedicated – and gives them new skills. The same applies to older people retraining. #CommsChat
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Young people can find out more about whether an #PR career is right for them by taking a Foundation course. #commschat
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So, @pracademy, how can you help a young persons career, over & above giving them a certificate? #CommsChat
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@jane63c it goes a bit wider and makes links to setting objectives. #commschat
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@MarrsioFootball what a great argument for training (or firing bad ppl before they’ve been with you too long) #CommsChat
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@Communicatemag @pracademy is the AMEC qual media monitoring only or does it go wider? #commschat
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RT @MarrsioFootball: always taken by argument what if we pay for training & they leave What if you dont & they stay! #CommsChat
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Topic 3 How can a training and certifications organisation help in a young person’s career? or in retraining? #CommsChat
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@ncardwell @PeterMBarrett always taken by argument ‘what if we pay for training & they leave’ What if you don’t & they stay! #commschat
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Lets use this as a opportunity to move onto topic 3 #CommsChat
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@CommsChat you can now study an AMEC certificate in #commsmeasurement http://amecorg.com/amec-college/ #commschat
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RT @pracademy: @PeterMBarrett agree, seeing greater interest in #internalcomms #socialmedia and #commsmeasurement qualifications #CommsChat
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MT @Wordyrapper: Networking is one of the most valuable things and brilliant for sharing experience with like-minded people. #commschat
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@pracademy Networking is absolutely one of the most valuable things and brilliant for sharing experience with like-minded people. #commschat
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@PeterMBarrett agree, we are seeing greater interest in #internalcomms #socialmedia and #commsmeasurement qualifications. #commschat
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@jane63c an appropriate comment in the week of the AMEC conference and awards in Madrid this week. #CommsChat
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RT @jane63c: @PeterMBarrett I disagree, evaluation and measurement is the key to the boardroom #CommsChat
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@PeterMBarrett I disagree, evaluation and measurement is the key to the boardroom #commschat
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RT @pracademy: Studying also is a great way to network. #CommsChat
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+ 1 RT @pracademy: Studying also is a great way to network. #commschat
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RT @PeterMBarrett: More broad corpcomms training as well as specialist #PR IC #crisis courses will help drive #comms into C-Suite #CommsChat
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Studying also is a great way to network. #commschat
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My experience. #PR qualifications help with small companies. Global companies still prefer trad subjects. Will train PR skills. #commschat
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@pracademy #internalcomms part of modules and has own specialist module under dev for final level #commschat
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More broad #corpcomms training, as well as specialist #PR #IC #crisis courses will help drive #comms into C-Suite. #commschat
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Studying @CIPR_UK #PR qualifications leads to accredited status http://alturl.com/koc7n #commschat
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@CommsChat Quals do help employment, especially if they have a broad practical/applied element in addition to theory #commschat
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@jenandersson1 that’s a shame, is there any #internalcomms in the PR degree? #commschat
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@jenandersson1 we focus on corp comms in final level undergrad and talk about it throughout #commschat
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RT @Wordyrapper: #CommsChat It shows youre committed to an industry and have committed your own time and resources to achieve it #CommsChat
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Very little corpcomms in PR degree I have been teaching. Real rethink needed for education in vertical markets. #fashion #arts #commschat
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@CommsChat #CommsChat It shows you’re committed to an industry and have committed your own time and resources to achieve it.
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“Having a qualification means you’ll be taken more seriously” case study with student Marianela Venables http://alturl.com/tk8yk #commschat
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employability seems to be high amongst PR grads from @unilincoln #commschat
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RT @jane63c: @pracademy @Communicatemag need to do some PR for PR, it is more than media relations! #CommsChat
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Students often tell us that their credibility and confidence grows from studying and applying the learning. #commschat
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@pracademy @Communicatemag need to do some PR for PR, it is more than media relations! #commschat
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RT @pracademy: More employers are asking, though not always insisting, on a qualification. #commschat
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@PeterMBarrett A really interesting point. Small in-house teams, pressure on training budgets etc limiting access to CPD? #commschat
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So, the big question – do qualifications help employment prospects? Lets hear some real case studies out there? #CommsChat
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One benefit is that it puts you on a level with HR and Marketing professionals. #commschat
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Specialist, non-mandatory quals (in any industry) demonstrate a hunger and work ethic that employers admire #CommsChat #PR #comms
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@Communicatemag many PR qualifications are much broader than media relations. #commschat
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Topic two. What are the benefits to getting certified in communications? #CommsChat
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Ok, let’s move to the second topic #CommsChat
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corp comms quals can be found within PR degrees and post grad but need to read the course content do we need to rebrand? #commschat
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@CommsChat @MarrsioFootball CIPR Internal Comms Diploma from @pracademy #CommsChat if that’s your area. Really made a difference.
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So, one big question. We hear much on PR quals, but are there any good corporate comms qualifications? More general? #commschat
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@jane63 our research was with students who have studied at postgraduate level, e.g @CIPR_UK qualifications #commschat
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RT @MarrsioFootball: what qualifications are good ones? #CommsChat
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Am a recent CIPR #crisiscomms student. Lack of access to peer to peer learning in #PR (esp in-house) makes courses attractive. #CommsChat
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RT @ncardwell: RT @MarrsioFootball: @CommsChat what qualifications are good ones? #commschat
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More employers are asking, though not always insisting, on a qualification. #commschat
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RT @MarrsioFootball: @CommsChat what qualifications are good ones? #commschat
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@joceejo Jo, don’t forget the hash tag. #commschat
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“@joceejo: #commschat social media everyone is to some extent responsible for their own PR and Comms.”
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@pracademy do you have any research on how emp.value entry level quals such as first degrees and postgrad in PR? #commschat
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@CommsChat what qualifications are good ones? #commschat
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T1: Interesting (and encouraging) that people see increasing their skills as key to career progression and not other way around #commschat
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Hi all, we’re talking why comms qualifications gaining popularity. Presumably, @pracadamy, employers are increasingly insisting #CommsChat
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I’m sitting in right now on the live #commschat where @AcademyKev and others talking all things #pr & #comms qualifications
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Third key motivation is to gain professional recognition. #commschat
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@CommsChat Learn something new! #CommsChat
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Hi everyone, I’m Neil, currently doing in-house PR/Comms in the legal sector…looking forward to learning / contributing tonight #commschat
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@jane63c yes, as #PR managers move up to higher managerial levels, building competences and skills become more important. #commschat
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Reason for quals 1) improve my skills 2) improve my career prospects. And number 3? #CommsChat
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Joining in on #CommsChat. Hello all…
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Hello, All! I’ll try and join #commschat for the next hour. How’s everyone? How is the awards ceremony?
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the quals do seem to offer good employment opps #commschat
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The second key motivation is to “Improve career prospects”. #commschat
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And what were reasons 2&3. Do you have that to hand? #CommsChat
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“Enhance my skills” is the top reason for studying for a qualification for the past three years according to our research. #commschat
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Topic one – Why are PR and comms qualifications gaining popularity? #CommsChat
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So, @AcademyKev, lets kick off with our first topic, shall we? #CommsChat
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Jane Crofts here, PR programme leader @unilincoln and curator of @UL_PR #commschat
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I’m joining CommsChat live from the CIPR awards, and our deputy ed Brittany will take over half way. #CommsChat
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T1 #PR and #communication seen as more strategic, so we have to win respect of leadership teams. #commschat
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apologies to those not following #commschat for the seemingly random tweets #commschat
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I’m Andrew Thomas, editor of Communicate magazine. Pls feel free to join in, but remember, it’s always polite to introduce 1st #CommsChat
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So, welcome to tonight’s CommsChat. We’re delighted to be joined by @academykev from the @pracademy to discuss qualifications. #CommsChat
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Hi everyone, I’m Kevin Ruck from PR Academy, looking forward to chatting about #PR qualifications tonight #CommsChat #commschat
Neil Cardwell 
CommsChat 
PR Academy 
Jane Crofts 
Amanda Hale 
Montse Cano 
Daniel Arda 
Ann Pilkington 
Andrew / Communicate 
Masroora Haque 
Peter Barrett 
Sean Fleming 
Rob Marrs 
jenny andersson
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