Colleen Killingsworth, MCM, APR, FCPRS, poster at CPRS National Conference Educators' Forum (June 2011, Saint John, NB)

1. Study of PR Writing by Entry-level Practitioners Reveals Significant Supervisor Dissatisfaction Colleen Killingsworth, MCM, APR, FCPRS Executive Perspectives on Public Relations Management Competencies Capstone Research Project McMaster University, DeGroote School of Business This study was funded by the Communications + Public Relations Foundation and CK Communications. Introduction Gaps in Working Knowledge vs. Importance Provide Opportunities for Programming The evolution of public relations management has profound implications for professional development programs as public relations professional development programs continue grow in higher education not only in Canada, but worldwide. There is a direct correlation between the competencies, attributes and aptitudes valued by executives and demonstrated by senior communicators in their organizations, and those programmed for in the Management and Leader Pathways as part of the CPRS Pathways to the Public Relations Profession. The gaps of more than 2% in working knowledge compared to the degree of importance represent areas for public relations and communications education and professional development programming for senior communicators and public relations professionals holding manager, director, and vice president level positions within an organization. Purpose To more clearly understand to what degree the skills and competencies identified in the Manager and Leader Pathways levels of the CPRS Pathways to the Profession align with Canadian executive perspectives of the competencies required of their public relations managers and leaders (e.g. directors, vice presidents and chief information officers). Scant research exists that looks at the competencies and credentials Canadian executives require of their public relations professionals. Leadership Pathway Management Pathway Methods and Sample The results of the four focus groups (Halifax, Toronto, Calgary and Victoria) and online survey of 436 executives (e.g. general business, human resources, and public relations/ communications management) between October 31 and December 20, 2010 help the public relations industry more clearly understand to what degree the skills and competencies identified in the Manager and Leader Pathways levels of the CPRS Pathways to the Profession align with Canadian executive perspectives of the competencies required of their public relations managers and leaders. *Sum of very important and important. **How competency / attribute / aptitude was stated in the knowledge, skills and abilities section. The functions of public relations management representatives have evolved over the past three decades and are "achieving increased stature within the corporation.” Arthur W. Page Society, 2007, Authentic Enterprise, p. 7.