The document provides a summary of the key labor functions and competencies for public relations specialists in Russia. It outlines 11 generalized labor functions for PR including communication strategy design, information analysis, and project management. For each function, it describes common variants and details the necessary competencies and knowledge required such as knowledge of research methods, communication tools, project planning, and data analysis. The document establishes a framework for the professional standards and qualifications for PR specialists in Russia.
Managing CEO positioning and international communication: Insights from interviews with corporate communication leaders. This follow-up study to the European Communication Monitor 2013 is based on qualitative interviews with 53 global heads of communication of major corporations based in Europe, and on quantitative data from 579 respondents heading corporate communication departments in 39 countries. The report discusses the importance of CEOs for corporate reputation, practices and trends in CEO communication, as well as the impact of international value chains for the communication function and ways to develop new organisational structures and strategic visions. The study is a joint project by an academic research team from several universities within the framework of EUPRERA and Ketchum, a leading global communications firm operating in more than 70 countries.
The world's first study on the use of management tools in strategic communication, based on a survey among chief communication officers and communication managers with responsibility for strategy, steering or controlling in leading companies. It identifies the Top 12 tools for practitioners as well as the best-known and least known tools, and the satisfaction with different procedures. The relevance for implementing tools and knowledge gaps are shown, as are drivers influencing the use of management tools in communications. The study organized by Leipzig University and Lautenbach Sass complements research on the most popular management tools conducted by consultancies like Bain for more than a decade.
Communication management tools are methods, procedures, standard processes and frame-works (thinking tools) for the analysis, planning, implementation and evaluation of communication activities in organisations, and for steering those processes. They are implemented according to a uniform scheme and can be used in a wide variety of situations. Management tools provide orientation and make everyday work easier by enabling practitioners to perform frequently occurring tasks in a uniform, routinized and comprehensible manner.
Such tools are widely used in business management and management consulting. But what about corporate communications? To what extent do communicators use tools for analysing, planning, implementing and evaluating communication activities? The results show that there is still room for improvement. In addition to classic, more operational PR tools, more established management tools should be adapted. A toolbox tailored to your own needs is essential for the further development of the communications department – and for being recognized as a trusted partner by top management.
Hugh Anderson presented on PR measurement and the need to move beyond traditional metrics like AVEs. He outlined a new framework using a three-tiered approach measuring program outputs, outcomes, and business outcomes. New metrics could include social media engagement, website traffic and conversions. Tools like Google Analytics, Inkybee and research from organizations like the Coalition for PR Research Standards were highlighted to help practitioners more effectively measure PR impact.
This document outlines a strategy for informing Montenegrin citizens about the European Union and Montenegro's EU accession process from 2014-2018. The strategy aims to improve citizens' understanding of the commitments, responsibilities, and benefits of EU membership. It also seeks to address a lack of interest and knowledge among citizens regarding the accession process. The strategy was developed by the Montenegrin government in consultation with communications experts, NGOs, and international partners. It analyzes strengths, weaknesses and lessons learned from past communication efforts. The strategy defines communication objectives, target audiences, messaging, channels, implementation structures and a monitoring/evaluation plan to achieve greater citizen support and engagement regarding Montenegro's EU integration path.
The document outlines the key steps in the public relations process:
1. Research is conducted to define problems and understand audiences. Various research methods are described.
2. Planning and programming involves setting objectives, budgets, schedules and strategies based on research findings.
3. Actions are taken and communication is implemented to achieve program goals using appropriate tactics.
4. Evaluation assesses program preparation, implementation and results to determine effectiveness and make adjustments.
Public Relations Management Session 2 Corporate Communications And Pr Com...Moksh Juneja
The document provides an overview of corporate communications and public relations. It defines communication and discusses models of communication, including linear, interactive, and transactional models. It also defines corporate communications and discusses the corporate communications mix, aspects of corporate communication, and tools and scope of corporate communication. Models of public relations are presented, including press agentry, public information, one-way asymmetric, and two-way symmetric models. The roles and areas addressed by corporate communications professionals are outlined.
What factors can influence the marketing strategy's success of software and I...Jai Sharma
Development and implementation of marketing strategies in an organization need thorough planning. However, even after detailed planning, some factors like internal and external communication, coordination among employees and their creativity affect the implementation process. Ineffective consideration of all these factors leads to the failure of proper implementation of marketing strategies in the IT and Software companies based in Germany. Therefore, the concerned study has focused on determining the influencing factors that affect the successful development and implementation of marketing strategies in medium and big enterprises within the German IT market.
The document is a study on social media governance in 2011 that surveyed 596 communications professionals in Germany, Austria, and Switzerland. The key findings from the study include:
1) Social media is increasing the workload of PR professionals, with over 60% feeling increased daily pressure and 30% feeling they cannot accomplish the extra work required.
2) While communications professionals use social media more than the general public, only 22.8% consider their expertise to be high, indicating a need for more training.
3) 71.3% of organizations are now actively using social media, up from 54.3% in 2010, but below original expectations, as 28.7% are still not active.
4
Managing CEO positioning and international communication: Insights from interviews with corporate communication leaders. This follow-up study to the European Communication Monitor 2013 is based on qualitative interviews with 53 global heads of communication of major corporations based in Europe, and on quantitative data from 579 respondents heading corporate communication departments in 39 countries. The report discusses the importance of CEOs for corporate reputation, practices and trends in CEO communication, as well as the impact of international value chains for the communication function and ways to develop new organisational structures and strategic visions. The study is a joint project by an academic research team from several universities within the framework of EUPRERA and Ketchum, a leading global communications firm operating in more than 70 countries.
The world's first study on the use of management tools in strategic communication, based on a survey among chief communication officers and communication managers with responsibility for strategy, steering or controlling in leading companies. It identifies the Top 12 tools for practitioners as well as the best-known and least known tools, and the satisfaction with different procedures. The relevance for implementing tools and knowledge gaps are shown, as are drivers influencing the use of management tools in communications. The study organized by Leipzig University and Lautenbach Sass complements research on the most popular management tools conducted by consultancies like Bain for more than a decade.
Communication management tools are methods, procedures, standard processes and frame-works (thinking tools) for the analysis, planning, implementation and evaluation of communication activities in organisations, and for steering those processes. They are implemented according to a uniform scheme and can be used in a wide variety of situations. Management tools provide orientation and make everyday work easier by enabling practitioners to perform frequently occurring tasks in a uniform, routinized and comprehensible manner.
Such tools are widely used in business management and management consulting. But what about corporate communications? To what extent do communicators use tools for analysing, planning, implementing and evaluating communication activities? The results show that there is still room for improvement. In addition to classic, more operational PR tools, more established management tools should be adapted. A toolbox tailored to your own needs is essential for the further development of the communications department – and for being recognized as a trusted partner by top management.
Hugh Anderson presented on PR measurement and the need to move beyond traditional metrics like AVEs. He outlined a new framework using a three-tiered approach measuring program outputs, outcomes, and business outcomes. New metrics could include social media engagement, website traffic and conversions. Tools like Google Analytics, Inkybee and research from organizations like the Coalition for PR Research Standards were highlighted to help practitioners more effectively measure PR impact.
This document outlines a strategy for informing Montenegrin citizens about the European Union and Montenegro's EU accession process from 2014-2018. The strategy aims to improve citizens' understanding of the commitments, responsibilities, and benefits of EU membership. It also seeks to address a lack of interest and knowledge among citizens regarding the accession process. The strategy was developed by the Montenegrin government in consultation with communications experts, NGOs, and international partners. It analyzes strengths, weaknesses and lessons learned from past communication efforts. The strategy defines communication objectives, target audiences, messaging, channels, implementation structures and a monitoring/evaluation plan to achieve greater citizen support and engagement regarding Montenegro's EU integration path.
The document outlines the key steps in the public relations process:
1. Research is conducted to define problems and understand audiences. Various research methods are described.
2. Planning and programming involves setting objectives, budgets, schedules and strategies based on research findings.
3. Actions are taken and communication is implemented to achieve program goals using appropriate tactics.
4. Evaluation assesses program preparation, implementation and results to determine effectiveness and make adjustments.
Public Relations Management Session 2 Corporate Communications And Pr Com...Moksh Juneja
The document provides an overview of corporate communications and public relations. It defines communication and discusses models of communication, including linear, interactive, and transactional models. It also defines corporate communications and discusses the corporate communications mix, aspects of corporate communication, and tools and scope of corporate communication. Models of public relations are presented, including press agentry, public information, one-way asymmetric, and two-way symmetric models. The roles and areas addressed by corporate communications professionals are outlined.
What factors can influence the marketing strategy's success of software and I...Jai Sharma
Development and implementation of marketing strategies in an organization need thorough planning. However, even after detailed planning, some factors like internal and external communication, coordination among employees and their creativity affect the implementation process. Ineffective consideration of all these factors leads to the failure of proper implementation of marketing strategies in the IT and Software companies based in Germany. Therefore, the concerned study has focused on determining the influencing factors that affect the successful development and implementation of marketing strategies in medium and big enterprises within the German IT market.
The document is a study on social media governance in 2011 that surveyed 596 communications professionals in Germany, Austria, and Switzerland. The key findings from the study include:
1) Social media is increasing the workload of PR professionals, with over 60% feeling increased daily pressure and 30% feeling they cannot accomplish the extra work required.
2) While communications professionals use social media more than the general public, only 22.8% consider their expertise to be high, indicating a need for more training.
3) 71.3% of organizations are now actively using social media, up from 54.3% in 2010, but below original expectations, as 28.7% are still not active.
4
The document proposes interim standards for metrics used in traditional media analysis. It provides definitions for common terms like impressions, mentions, and tone. For impressions, it recommends using circulation figures from credible sources and avoiding arbitrary multipliers. For items of analysis, it provides guidance on what should count as a unique "hit." It also offers recommendations for calculating and defining tone or sentiment in a consistent manner. The standards are intended to promote transparency and consistency in how PR professionals measure and evaluate traditional media coverage.
Impact of using relationship marketing strategies on customers loyalty study ...Alexander Decker
This document summarizes a study on the impact of relationship marketing strategies on customer loyalty for customers of Saudi Telecom Company (STC) in Riyadh, Saudi Arabia. The study found that financial and structural bonds between STC and customers were key factors in obtaining customer loyalty, while social bonds did not have a statistical relationship with loyalty. It also found differences in loyalty levels due to income and gender. The document provides background on relationship marketing and strategies like financial, social, and structural bonds that aim to retain customers long-term.
This document provides guidance on designing an effective international media measurement program in a cost-efficient manner. It outlines an 8-step process: 1) Identify business needs; 2) Determine key measures and metrics; 3) Define needed media content; 4) Choose reporting dashboard or reports; 5) Determine needed analysis; 6) Select monitoring and analysis provider; 7) Gain internal approval; 8) Evaluate results. It emphasizes understanding each country's media landscape and balancing quality, speed and cost based on business priorities. Following the outlined process helps create a customized program that provides optimal business intelligence.
MBA Dissertation: "Investigation into Programmatic Marketing as a More Effici...Isman Tanuri
This is my 15k-word MBA dissertation entitled "An Investigation into Programmatic Marketing as a More Efficient, Responsible and Financially Prudent Digital Marketing Practice of the Future"
Do contact me if you want a summary overview in person. I can be paid in excellent coffee.
Completed in Oct 2014
Lean Communications: Process Improvement in PR and Corporate Communications U...Annie Eissler
PR and corporate communications programs are critical to the success of your business. However, there is frequently a lack of clarity around the implementation, measurement, and success of many communications programs. Some believe it’s all about having a relationship with a few reporters or sending out the occasional well-written press release, but with the
fragmentation of the media, everyone is now a consumer and producer of “media.”
Is there a way to create innovative, clutter-busting programs with focused and quantifiable business results without wasting time and money?
This paper examines the application of Lean Six Sigma in the development and improvement of communication programs by showing that the processes involved result in data that can be measured and analyzed to deliver more insightful, targeted efforts with more impactful outcomes. Innovative companies can benefit from growth, adaptability and success while enhancing their brands and reputations with the faster and better results that emerge from improved
communications programs.
This is the dissertation conducted by Mahinya Aman, in partial fulfillment of the requirement for the Degree of Bachelor of Human Resources Management of Tumaini University Dar es Salaam College, Tanzania
MSc Dissertation Strategic Marketing UB14018993Marc van Hutten
This document is a dissertation submitted by Marc Van Hutten to Bradford University in partial fulfillment of an MSc degree in Strategic Marketing. The dissertation seeks to identify the key determinants of decision-making amongst moviegoers. It begins with an introduction that outlines the research objectives and questions. A literature review then examines theories related to the consumer decision-making process and factors that influence movie choice. Primary data was collected through interviews with students. The findings suggest that social factors and information from friends and reviews influence movie choice. Awards were found to have a moderate yet interesting influence by triggering information search and influencing expectations. The conclusion discusses implications for managers and recommendations for further research.
The document discusses a case study on evaluating the elements of the marketing mix. It begins with an introduction to the marketing mix and its key elements - product, price, place, and promotion.
It then describes the methodology, which involved distributing questionnaires to customers and employees of Al-Saaeda Company for Medical Equipment Technologies to measure the impact of promotion on marketing their Glucocard 01-mini plus product.
The main findings were that promotion had a very high level of impact in increasing product sales, good distribution positively affected customer satisfaction, and the company's promotional policies reflected well in boosting sales. The researchers recommended strengthening promotional activities and increasing sales points to enhance distribution policies.
This document discusses public relations planning and evaluation. It outlines the key steps in PR planning: research through situational analysis, attitude surveys, PR audits and communication audits to understand the situation; setting objectives and developing strategies and tactics; implementation; and evaluation. Research is important for identifying issues, stakeholders and public opinions. Evaluation determines if objectives were achieved by monitoring media, analyzing content and measuring audience response and campaign impact.
Accredited in Public Relations (APR): Does it serve its purpose?PRSANational
The document discusses ways to enhance the Accredited in Public Relations (APR) credential. It analyzes the current context and challenges facing the APR, including declining numbers of PRSA members holding the credential and perceptions that it lacks value. The document outlines three potential paths forward: making low-key changes, discontinuing the APR, or overhauling the credential. It recommends overhauling the credential by taking steps to increase its credibility, value, and improve the credential itself. This would involve obtaining third-party accreditation, making the governing body independent, strengthening relationships, clarifying the purpose and marketing, and re-evaluating parts of the assessment process.
A STUDY ON IMPACT OF ADVERTISING IN B2B MARKETINGArnab Sahoo
The document provides an overview of advertising effectiveness and types of advertising. It discusses that advertising effectiveness aims to avoid costly mistakes and increase efficiency. It defines advertising as a paid form of mass communication used to promote products, services, or ideas. It then describes the basic features of advertising such as being a paid, non-personal message with an identified sponsor aimed at informing and persuading consumers. The document also outlines various functions of advertising including identifying brands, providing information, generating demand, building customer base, and influencing pricing. Finally, it discusses different types of advertising such as online, mobile, print, and guerrilla advertising.
The report presents analyis of research results, conducted by the author by users of discussion group InternetPR.pl in December 2009 – January 2011. The research covered opinions of Polish PR specialists on PR measurement and it was planned to solve research problems drafted in the introduction to the Anna Miotk’s doctoral dissertation titled „Methods of PR measurement and evaluation used in Poland”.
Russia's Professional Standard of the Public Relations Specialistraso_pr
Презентация российского профстандарта специалиста по связям с общественностью на World communication forum in Davos, 07. 03.2016 Президентом РАСО Станиславом Наумовым
This document provides an analysis of the Driver2Home service, which allows customers to contact a driver via a mobile app to pick them up and drive them and their car home safely after a night out. The summary discusses the context for the service, including new consumer transport needs, stricter drunk driving laws, and Milan's nightlife scene. It then overviews the service's business model, strategic alliances, competition, and financial projections. A SWOT analysis identifies strengths like the digital platform but also weaknesses around managing aggressive growth. Recommendations focus on ensuring high driver performance and strong relationships with partners.
The document proposes interim standards for metrics used in traditional media analysis. It provides definitions for common terms like impressions, mentions, and tone. For impressions, it recommends using circulation figures from credible sources and avoiding arbitrary multipliers. For items of analysis, it provides guidance on what should count as a unique "hit." It also offers recommendations for calculating and defining tone or sentiment in a consistent manner. The standards are intended to promote transparency and consistency in how PR professionals measure and evaluate traditional media coverage.
Impact of using relationship marketing strategies on customers loyalty study ...Alexander Decker
This document summarizes a study on the impact of relationship marketing strategies on customer loyalty for customers of Saudi Telecom Company (STC) in Riyadh, Saudi Arabia. The study found that financial and structural bonds between STC and customers were key factors in obtaining customer loyalty, while social bonds did not have a statistical relationship with loyalty. It also found differences in loyalty levels due to income and gender. The document provides background on relationship marketing and strategies like financial, social, and structural bonds that aim to retain customers long-term.
This document provides guidance on designing an effective international media measurement program in a cost-efficient manner. It outlines an 8-step process: 1) Identify business needs; 2) Determine key measures and metrics; 3) Define needed media content; 4) Choose reporting dashboard or reports; 5) Determine needed analysis; 6) Select monitoring and analysis provider; 7) Gain internal approval; 8) Evaluate results. It emphasizes understanding each country's media landscape and balancing quality, speed and cost based on business priorities. Following the outlined process helps create a customized program that provides optimal business intelligence.
MBA Dissertation: "Investigation into Programmatic Marketing as a More Effici...Isman Tanuri
This is my 15k-word MBA dissertation entitled "An Investigation into Programmatic Marketing as a More Efficient, Responsible and Financially Prudent Digital Marketing Practice of the Future"
Do contact me if you want a summary overview in person. I can be paid in excellent coffee.
Completed in Oct 2014
Lean Communications: Process Improvement in PR and Corporate Communications U...Annie Eissler
PR and corporate communications programs are critical to the success of your business. However, there is frequently a lack of clarity around the implementation, measurement, and success of many communications programs. Some believe it’s all about having a relationship with a few reporters or sending out the occasional well-written press release, but with the
fragmentation of the media, everyone is now a consumer and producer of “media.”
Is there a way to create innovative, clutter-busting programs with focused and quantifiable business results without wasting time and money?
This paper examines the application of Lean Six Sigma in the development and improvement of communication programs by showing that the processes involved result in data that can be measured and analyzed to deliver more insightful, targeted efforts with more impactful outcomes. Innovative companies can benefit from growth, adaptability and success while enhancing their brands and reputations with the faster and better results that emerge from improved
communications programs.
This is the dissertation conducted by Mahinya Aman, in partial fulfillment of the requirement for the Degree of Bachelor of Human Resources Management of Tumaini University Dar es Salaam College, Tanzania
MSc Dissertation Strategic Marketing UB14018993Marc van Hutten
This document is a dissertation submitted by Marc Van Hutten to Bradford University in partial fulfillment of an MSc degree in Strategic Marketing. The dissertation seeks to identify the key determinants of decision-making amongst moviegoers. It begins with an introduction that outlines the research objectives and questions. A literature review then examines theories related to the consumer decision-making process and factors that influence movie choice. Primary data was collected through interviews with students. The findings suggest that social factors and information from friends and reviews influence movie choice. Awards were found to have a moderate yet interesting influence by triggering information search and influencing expectations. The conclusion discusses implications for managers and recommendations for further research.
The document discusses a case study on evaluating the elements of the marketing mix. It begins with an introduction to the marketing mix and its key elements - product, price, place, and promotion.
It then describes the methodology, which involved distributing questionnaires to customers and employees of Al-Saaeda Company for Medical Equipment Technologies to measure the impact of promotion on marketing their Glucocard 01-mini plus product.
The main findings were that promotion had a very high level of impact in increasing product sales, good distribution positively affected customer satisfaction, and the company's promotional policies reflected well in boosting sales. The researchers recommended strengthening promotional activities and increasing sales points to enhance distribution policies.
This document discusses public relations planning and evaluation. It outlines the key steps in PR planning: research through situational analysis, attitude surveys, PR audits and communication audits to understand the situation; setting objectives and developing strategies and tactics; implementation; and evaluation. Research is important for identifying issues, stakeholders and public opinions. Evaluation determines if objectives were achieved by monitoring media, analyzing content and measuring audience response and campaign impact.
Accredited in Public Relations (APR): Does it serve its purpose?PRSANational
The document discusses ways to enhance the Accredited in Public Relations (APR) credential. It analyzes the current context and challenges facing the APR, including declining numbers of PRSA members holding the credential and perceptions that it lacks value. The document outlines three potential paths forward: making low-key changes, discontinuing the APR, or overhauling the credential. It recommends overhauling the credential by taking steps to increase its credibility, value, and improve the credential itself. This would involve obtaining third-party accreditation, making the governing body independent, strengthening relationships, clarifying the purpose and marketing, and re-evaluating parts of the assessment process.
A STUDY ON IMPACT OF ADVERTISING IN B2B MARKETINGArnab Sahoo
The document provides an overview of advertising effectiveness and types of advertising. It discusses that advertising effectiveness aims to avoid costly mistakes and increase efficiency. It defines advertising as a paid form of mass communication used to promote products, services, or ideas. It then describes the basic features of advertising such as being a paid, non-personal message with an identified sponsor aimed at informing and persuading consumers. The document also outlines various functions of advertising including identifying brands, providing information, generating demand, building customer base, and influencing pricing. Finally, it discusses different types of advertising such as online, mobile, print, and guerrilla advertising.
The report presents analyis of research results, conducted by the author by users of discussion group InternetPR.pl in December 2009 – January 2011. The research covered opinions of Polish PR specialists on PR measurement and it was planned to solve research problems drafted in the introduction to the Anna Miotk’s doctoral dissertation titled „Methods of PR measurement and evaluation used in Poland”.
Russia's Professional Standard of the Public Relations Specialistraso_pr
Презентация российского профстандарта специалиста по связям с общественностью на World communication forum in Davos, 07. 03.2016 Президентом РАСО Станиславом Наумовым
This document provides an analysis of the Driver2Home service, which allows customers to contact a driver via a mobile app to pick them up and drive them and their car home safely after a night out. The summary discusses the context for the service, including new consumer transport needs, stricter drunk driving laws, and Milan's nightlife scene. It then overviews the service's business model, strategic alliances, competition, and financial projections. A SWOT analysis identifies strengths like the digital platform but also weaknesses around managing aggressive growth. Recommendations focus on ensuring high driver performance and strong relationships with partners.
Este documento parece ser sobre um curso de estatística e tecnologias da informação. Ele lista o nome da instrutora Sara Casadesús Serrano e o subgrupo 7.
Cindies is seeking funding to launch an online house cleaning service business in Milan, Italy. Their business model involves customers booking cleaners through a user-friendly website and mobile app. The team has developed an MVP website to demonstrate the concept. Their target customers are students and young professionals in Milan who need occasional cleaning help. They estimate their total addressable market in Milan is approximately 113,000 potential customers.
Презентация Глеба Кузнецова на заседании Комитета по политтехнологиям РАСО при содействии Фонда ИСЭПИ, 26 ноября 2015 г., посвященном прошедшим выборам в Португалии и Польше.
The document analyzes the results of a questionnaire given to the target audience of a short psychological thriller film. Key findings include:
- Short films are generally popular, but the film's psychological thriller genre and complex narrative may only appeal to a small, niche group.
- The target audience is estimated to be between ages 10-39, primarily female students, with some film/media students.
- To attract more viewers, the film needs to be easily accessible online and promote curiosity with the poster/marketing.
This document summarizes academic literature on trust and its relationship to performance. It defines trust as an expectation of competence, honesty and goodwill. Trust is important when there is risk and lack of control. The document discusses how interpersonal and inter-organizational trust can positively impact performance by easing negotiations and reducing conflict. It also examines how trust within teams can improve cooperation and knowledge sharing, leading to better performance. The document uses a New Year's Eve party case study to analyze how trust was important for its success with little investment.
Globalization of innovation_India China Brazil presentation_finalTudor Carstoiu
The document discusses different approaches to understanding why certain high-tech sectors have become more successful in China and India. It analyzes sectors in China such as automotive, energy, and pharmaceuticals that emerged successful by accessing global knowledge through channels like multinational corporations and international collaboration. In India, the information technology and pharmaceutical industries are examined, finding their success linked to factors like skilled human capital and domestic policy support. The document hypothesizes that accessing global knowledge was crucial for sector success in both countries, though through different methods, and that national innovation systems have also played an important role despite being nascent.
The document discusses developing a communication plan for projects that support organizational initiatives. It covers defining the goal of communication, mapping stakeholder audiences, establishing project governance structures, and determining approaches for each audience. The communication plan process involves research, strategy, creating and deploying communication assets, and evaluating impact. Setting clear goals for what audiences should know, feel, and do helps guide the development of key messages and engagement tactics for the project.
Public relations is the practice of managing relationships with an organization's key audiences. It aims to build goodwill and understanding through ethical communication.
A PR practitioner requires skills in research, writing, organizing events and multimedia production. They must have qualities like integrity, judgment, creativity and cultural awareness.
PR differs from marketing in its concern for multiple audiences beyond just consumers. It also has less control over messaging than advertising and aims for factual, unbiased communication unlike propaganda.
Running Head DEVELOPING COMMUNICATIONS POLICY11Dev.docxtodd271
Running Head: DEVELOPING COMMUNICATIONS POLICY 11
Developing Communications Policy
Argosy University
September 20, 2018
Developing A Communication Policy
If the policy defines the values of the organization, it exercises the same time some control over the free flow of information for ensure the consistency of the image of the company. It will be the reference tool to avoid slippage both in normal times and when the image will be poorly known or abused. The communication policy will try to manage the flow of communication which circulates both internally and internally to the external of a organization. It is intended for all staff who must adapt their behavior to the policies and practices described in the policy. Otherwise, everyone could give free rein to his impulses or his imagination and freedom of expression may lead to cacophony resulting in a blurred image of the organization. Politics becomes a communications management guide. It reinforces the feeling internal membership and standardizes the way in which the company communicates with his environment. A communication policy does not support any exceptions. The components of the organization must be mobilized to build and project a unique image. We propose in this book the steps to be taken to build a coherent communication policy. We have collected a large number of public, parastatal or private enterprise policies to realize that each company builds its policy according to his own needs. Some companies have a duty to communicate information because of their public status or their legal obligations. Others understood that it was essential to in full knowledge of a reference framework to manage their speech in the public square. This book describes all the steps involved in the preparation, drafting and implementation of a communication policy (Mansell, R. 2014). He proposes a set of principles and guidelines around which to develop any communication policy. This book is for people who want to understand what communication policy, why it is necessary in any company and how it is articulated. Professionals called to build such a policy can draw inspiration from it to know both the steps to be taken and what each of these steps should contain. He proposes models concrete communication policies and ways to make them operational.
In various work settings there are various aspects that surround the respective work environment. One of the major aspects which is usually at the core is the workforce or rather the employees. Thus it is imperative that courtesy and consideration is upheld in a working environment in order for business to run as effectively as possible. In a working environment where an effective communications policy has been developed there are various in which employees carry themselves in order to ensure maximum effectiveness these include striving to uphold a civil work environment which implies that no vulgarities, shouting or yelling or shouting at the workplac.
Mastering Social Media Workshop 2: Social Media Strategy DevelopmentHamill Associates Ltd
This document summarizes a workshop on developing a social media strategy. It outlines key questions to address, such as objectives, targets, customer segmentation, and initiatives. Developing a strategy requires analyzing internal and external factors. A balanced scorecard approach can align initiatives with objectives. The workshop also discusses measuring performance, organizational readiness, policies, and resources needed for implementation. Examples are provided to demonstrate how to create a vision, objectives, customer mapping, and action plans.
Explore the dynamic world of mass communication with a BA degree. Develop strong storytelling, media production, and communication skills. Pursue exciting careers in journalism, advertising, public relations, and more. Unleash your creative potential and make a lasting impact on society. Discover the power of effective communication with our BA program.
Public relations is the management function of establishing mutually beneficial relationships between an organization and the publics on whom its success or failure depends. It involves evaluating public opinions, defining policies and procedures, executing communication programs, and fostering positive relationships. The objective of public relations is to influence stakeholder perspectives through activities like speaking engagements, awards, press relations, and employee communications. Its scope includes political, community, employee, and financial relations.
The document discusses the study of public relations at a university. It provides an overview of the skills and areas of employment students will gain from the program, including strong writing skills, an understanding of the PR process, and technology mastery. It also outlines the objectives and responsibilities of public relations practitioners, such as distributing information, advising management, and serving as an intermediary between organizations and their publics.
- The document presents a new conceptual model for public relations planning that aims to better align PR strategies with organizational goals and values through a six-stage process.
- The model emphasizes understanding organizational vision/ethics, researching stakeholders, setting priorities in line with business strategy, developing integrated communication strategies, and organizational integration of PR.
- Evaluation is embedded throughout the iterative model through continuous monitoring of benchmarks, stakeholder relationships, issues, and communication impacts. The goal is to create a responsive organization through strategic public relations planning and management.
Dr. Timothy P. Christy outlines his 2011-2013 research plan, which includes 6 high priority projects covering topics such as gamification in advertising, the influence of social media on word-of-mouth, and how agency restructuring has affected stakeholders. The plan details each project's goals, current stage of development, potential collaborators, and targeted publications. It also provides a list of key submission deadlines for conferences and journal special issues throughout 2011-2012.
Enhancement of business via social media marketingMohamed Almalik
Since Internet usage has been increasing so much in the last 15 years, and particularly in the last 10 years, many companies have found new possibilities to promote their products. These new approaches are mainly used as a communication tool and are called social media. Social media monitoring is an important component but is still in the early stages.
Generally, companies approve social media as an effective tool to exceed and support marketing communication. Social media still has huge growth potentials regarding the differentiation and specification of different platforms, because not all of them are suitable for every company. In my country (Sudan), social media networks are widely used covering large demographic areas, but still not fully used and extended to utilize this tool to increase the market outcome and socialize the marketing channels to claim these resources.
This dissertation will highlight the main business benefits of Social Media Marketing and present the various techniques available to market businesses on the different Social Media channels.
The document outlines the key components of developing a strategic social media marketing plan, including:
1) Conducting a situation analysis to understand opportunities and segment social media consumers
2) Setting objectives and selecting social media channels to engage targets segments
3) Creating an experience strategy across channels to position the brand and encourage engagement
4) Establishing an activation plan with timelines, budgets, and responsibilities to execute the strategy
5) Integrating social media promotion with other marketing efforts and continually measuring outcomes.
D pershad defining the social media manager roleDeepak Pershad
The document defines the key responsibilities of a social media manager role based on a review of job descriptions across different industries. It outlines the main accountabilities which include developing social media strategies and plans, monitoring trends and competitors, managing social media sites and campaigns, creating and distributing content, conducting analytics and reporting on performance metrics. The composite job description is provided to get feedback on how it aligns with others' organizations' social media functions.
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Strategic communication
refers to the deliberate planning, execution, and management of communication efforts to achieve specific goals and objectives. It involves developing a comprehensive communication strategy that aligns with an organization’s overall strategic objectives. Here are key aspects and considerations in strategic communication:
Audience Analysis: Understanding the target audience is crucial in strategic communication. It involves analyzing their demographics, preferences, behaviors, and communication channels they use. This analysis helps tailor messages and select appropriate communication channels to effectively reach and engage the intended audience.
Message Development: Crafting clear, concise, and compelling messages is essential. Messages should align with the organization’s values, vision, and goals. They should be audience-centric, focusing on addressing their needs, interests, and aspirations. Consistency in messaging across various communication channels helps build a strong brand identity.
3 . Communication Channels: Selecting the right communication channels is vital for effective strategic communication. This includes traditional channels like print media, television, and radio, as well as digital channels like websites, social media platforms, email marketing, and mobile applications. The choice of channels depends on the target audience, message content, and the organization’s resources.
4 . Integrated Communication: Integration across different communication channels ensures a cohesive and consistent brand presence. Strategic communication involves coordinating messages, design elements, and timing across various platforms to create a unified and impactful brand experience for the audience.
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2. 1
PART 1. GENERAL CHARACTERISTIC OF PROFESSIONAL
ACTIVITY
1.1. Mission and essence of Public Relations and its
importance for the economy, (and/or culture, social
development) and for the country (and / or the world and
regions)
Recent developments demonstrate that communications play a particularly strategic role for
society. This role may be both stabilizing and destabilizing, leading both to social development or
degradation.
In a communications environment the future is defined, the communities identify themselves and
get organized, innovations are created, human capital grows.
The fundamental tasks of PR are:
strategic management of the communication environment under increasing public and
information transparency;
organization of processes that favor social changes and development through creation
and maintenance of:
reputation and social capital;
new sustainable public relations;
collective values;
mechanisms for productive communication (communication which is generating new
knowledge, meanings, ideas, and projects);
ensuring information availability and credibility.
1.2. Midterm perspectives for the development of public relations
professional activity for the next years
Convergence of PR with other management techniques and fields of activity, growth of
the strategic role of PR.
Increasing demand for crisis communications caused by both the world economy
instability, and the accelerated information transfer, which made the information crises
more frequent, and the crisis communications - an integral part of the PR professional
activity.
3. 2
Rise in the differentiation of target groups and communication tools, targeting of
communication and attention to communication campaign targeting.
Increasing demand in establishing trust and open interactions between the state,
businesses and society, including strengthening of the CSR factor. Increasing demand
for internal communications development services and communication management of
company's social activity.
Rise in importance of internal communication as a crucial part of business processes.
Strengthening of local and regional players, increase in their communication activities
accompanied by a public interest in the local agenda.
Information environment systematization and emergence of new measurement
capabilities and information context analytics.
Development of PR efficiency evaluation methods, including PR corporate activity results
in the KPIs.
Increasing information scope, intensified competition for the human attention and as a
result growing popularity of such forms as "packaging" of information, visualization and
storytelling.
Development of integrated communications that combine the possibilities of traditional
and new communication channels and also various types of communication tools.
Development of digital and mobile communications, emergence of new tools and
platforms for social interactions.
Institutionalization of the industry due to the PR-management generations change and
transferring management responsibilities from business owners to wage professional
managers.
Realization by the society of the particular place of PR specialist, comprehension and
acceptance of public and corporate functions of PR.
4. 3
PART 2. GENERALIZED LABOR FUNCTIONS IN PR AND
QUALIFICATION LEVELS
2.1. Generalized labor functions in PR (main specialties)
Development of human capital and self-organization
Communication strategy design
Information analysis
Project management
Organization of public communications - implementation of
communication strategy
Content creation
5. 4
2.2. Description of generalized labor functions
Generalized labor function: Development of human capital and self-organization
Labor Function Variants, details of the labor function Necessary competencies, knowledge
1. Creating and
implementation of personal
long-term development
strategy
Planning professional development
Continuous professional development
Knowledge of professional
development tools
Ability to design personal education
path
2. Personal resources
management
Time management
Health management
Motivation management
Personal energy management
Knowledge of time management
basics
Knowledge of self-management
basics
3. Maintaining personal
professional effectiveness
in stressful and changing
environment; compliance of
decisions and actions with
changing demands of
market, company, client
etc.
Analysis and assessment of situation,
dynamics and trends of internal and external
changes, sources of stress
Revising goals and goal achievement tools
Knowledge of time management
method
4. Observation of ethical rules
in relations with partners,
clients, colleagues and
audiences
Knowledge of business ethics and
professional ethics as adopted by
the professional community
5. Participation in
professional community
activities
Participation in professional events
(conferences, work-shops, etc.)
Enhancement of personal ranking in
professional community (participation in
competitions, rankings, professional
certification, etc.)
Knowledge of PR-services market:
professional associations,
initiatives, standards
Knowledge of personal branding
tools
Skills in experience generalization
Public presentations skills
Generalized labor function: Communication strategy design
Labor Function Variants, details of the labor function Necessary competencies, knowledge
1. Information gathering Analysis of public and internal corporate data
Interviewing internal and external experts
Arranging sociological research
Report preparation
Knowledge of off- and online
information search
Knowledge of base methods of
business intelligence
Competitive analysis skills
Knowledge of big data analysis
methods
6. 5
Knowledge of structure and rules of
activity for media market of a particular
industry sector
Knowledge of quantitative and
qualitative sociological research
methods
Knowledge of expert interview
techniques
2. Situation analysis Qualitative and quantitative analysis of public
information including media analysis)
Analysis of the client’s mission and relevant
business objectives
Analysis of previously and currently
implemented corporate strategies (or
strategies of subordinate business lines:
sales, marketing, etc.)
Analysis of target audiences (stakeholders)
Competition analysis (benchmarking)
Preparation of analytical report with
conclusions about communication threats,
weaknesses, advantages and opportunities
in the interaction with target audiences for
the client
Knowledge of goal defining methods
Knowledge of big data analysis
methods
Knowledge of methods for media
analysis
Knowledge of basic methods for
business strategy analysis
Knowledge of principles and methods
for the preparation of analytical reports
3. Defining target image of
company's (product’s,
person’s, etc.) reputation
based on mission and / or key
corporate objectives
(marketing objectives or
particular task of person)
Formulation of the essence of the desired
perception
Creation of related "stories" fully supporting
the main communication message
Knowledge of goal defining methods
4. Defining communication
strategy based on the
company's general business
strategy (or strategies for
specific lines of business
/product/ person, in
supporting of which the
communication strategy is
being developed)
Definition of communication objective, tasks,
the main points of the communication
campaign
Knowledge of goals defining methods
Knowledge of the principles, methods
and tools for strategic planning of
communications
Knowledge of the types of
communication strategies (for the
development or for the crisis situations)
Knowledge of methods and tools for
the formulation of the key messages
5. Segmentation of the
communicative objectives in
compliance with the target
groups
Definition of internal and external audiences
Definition of present or prospective target
markets/niches for the company
Definition of communicative tactics for target
audiences which were selected
Knowledge of methods for identification
and segmentation of target audiences
Knowledge of communicative tools to
organize public and nonpublic
communications
Knowledge of the particular types of
communication with various audiences
Basic knowledge of marketing
6. Definition of the desired
results of communication
strategy
Definition of quantitative and qualitative
results of communication campaign
Knowledge of project planning
methods
7. 6
Statement of tasks required to reach the
desired image in accordance with the
duration
Knowledge of methods and tools for
tactical communication planning
7. Development of criteria for
evaluating the effectiveness
of communication strategy
Defining KPIs on the basic directions of
activity (qualitative and quantitative)
Knowledge of techniques and standard
valuation models of final and
intermediate results of communications
8. Defining implementation
ways for the communication
strategy
Identifying the necessary resources (human,
financial, time, etc.) to implement a
communication strategy for decisions on the
use or non-use of contractor's resources or
full project outsourcing
Knowledge of project planning
methods
Knowledge of budgeting
communication services foundations
Knowledge of PR services market
9. Identifying the order for
communication strategy
implementation
Designing timetables, plans, roadmaps, etc. Knowledge of project planning
methods
Knowledge of time management
methods
Knowledge of management methods
for organization of geographically
distributed teams
10. Integration of communication
strategy into business
strategy
Reconciling the project strategy, including
communication and resource parts, with
decision-makers
Determining boundaries of responsibility for
the communication strategy’s implementation
Identifying and reconciling with the
management mechanisms of interaction with
other departments within the framework of
the reconciled communication strategy
Translation of communication strategy to
other units, departments, key personnel, etc.
Knowledge of presentation
techniques
Knowledge of basic analytical methods
for business strategies
Business negotiations skills
Knowledge of fundamentals of
psychology.
Generalized labor function: analysis of information
Labor Function Variants, details of the labor function Necessary competencies, knowledge
1. Identifying the research goals Formulation of the main research targets Knowledge of the principles,
methods and tools for goal setting
2. Determining the tasks required
for goal achievement
Development of the steps required to
achieve goals
Knowledge of project planning
methods
3. Selecting methods and tools Selecting the problems solution way with
maximum quality results and minimum
costs
Knowledge of basic research
methods (marketing research,
sociologic research, media
research etc.)
8. 7
4. Work planning Development of work schedules taking into
account available time and resources
Knowledge of project planning
methods
Knowledge of the basic methods
for labor costs calculating
5. Information search in public
sources
Quantitative and qualitative analysis of
information from the public sources
Knowledge of methods for the work
with large volumes of information
Skills for the work with free and
paid search services and
databases
Knowledge of methods for the work
with open data of:
o government agencies
o commercial bodies
o sectoral non-profit
organizations
Knowledge of big data analysis
methods
Knowledge of the production and
economic principles of business
activity
Basic knowledge of marketing
Basic knowledge of political
science
6. Information search in mass media Quantitative and qualitative analysis of
information on objects, topics and
concepts
Skills of working with specialized
media databases and analytical
systems
Knowledge of search queries
morphology
Knowledge of the mass media
market, its sectoral characteristics
7. Research results processing and
structuring
Building databases
Qualitative and quantitative encoding of
information
Knowledge of the basic quantitative
and qualitative analysis methods of
the information field
Knowledge of principles and
methods for the preparation of
analytical reports
Logical thinking skills
Ability to work with specialized
software for data processing
Basic skills of working with
programs and tools for presentation
and data visualization
8. Drawing up of work’s results Writing and designing of reports, using
reconciled forms and templates
Experienced user skills with basic
office software products
Knowledge of spelling, punctuation
and stylistic norms and rules of the
Russian language
9. Formulation of the conclusions
and advices
Identification and comparison of facts
Identification of tendencies, trends
Ability to formulate thoughts
laconically and clearly
9. 8
Making conclusions based on analysis of
collected information
10. Conformity assessment of the
analysis’s results with the goals
and tasks of research
Conformity check of the conclusions and
recommendations with the goals and tasks
of the research
Evaluating the efficiency of the fulfilled
campaigns
Knowledge of basic assessment
methods for final and interim
results
11. Maintaining of communication
with structural divisions
Presentation of research’s results Knowledge of methods for
preparation and carrying out
presentations
Generalized labor function: project management
Labor Function Variants, details of the labor function Necessary competencies, knowledge
1. Formulation of
problems, goals, tasks
and deliverables for the
project
Analysis of situation, identification of
problems
Formulation of the changes that will occur
as result of the project
Formulation of project performance
evaluation criteria
Knowledge of expert interview techniques
Knowledge of methods of analytical work
with large information volumes
Knowledge of the goal setting principles,
methods and tools (SMART principles,
etc.)
2. Description of the
project's structure and
environment
Description of the environment in which the
project is implemented, the opportunities
and risks associated with external
circumstances
Description of the project elements and
participants, as well as the relationships
between them
Skills of using external environment
analysis to identify factors that may affect
the project
3. Development of the
project plan and
schedule
Identification of steps to achieve the result
Pairing steps with deadlines for their
implementation
Knowledge of project planning methods
4. Planning and
optimization of
resources, budgeting
project
Defining the resources required for the
implementation of each step
Estimating volume or qualities of each
resource
Calculation of cost of each resource
Budget preparation
Knowledge of budgeting principles
Basic skills of using project budgeting
software
Basic knowledge of pricing and taxation
Knowledge of market situation for each
resource
Knowledge of budgeting methods
5. Selection of
implementers and
contractors
Search and selection of contractors with the
best value/cost ratio
Knowledge of market situation
10. 9
6. Distribution of tasks
between the
implementers
Decomposition of the project tasks between
the implementers (contractors)
Formulation of objectives, results and
criteria for its evaluation for each
implementer (contractor)
Knowledge of basic methods for evaluating
target and interim results of the work
7. Facilitation of internal
communications in the
project course
Creating an infrastructure for
communication between customers,
implementers, contractors and other
stakeholders (selection of an optimal
environment for communication,
organization of the information bank etc.)
Defining communication rules (frequency of
and procedures for communication between
the participants)
Adjustment of plans
Knowledge of project planning methods
Knowledge of organizational methods for
collective (team) work
Knowledge of the psychology basics
Knowledge of the conflict resolution basics
8. Coordination of project
processes
Ensuring of timely work start and
completion by all project implementers to
keep the time schedule and the project
budget
Ensuring the timely provision of necessary
project resources
Knowledge of project planning methods
Knowledge of contemporary organizational
methods for collective (team) work
Knowledge of time management methods
9. Drawing up documents ,
organization of
document exchange
Documentary analysis of the project
(defining of legal, organizational and
financial documents required for
implementation of the project)
Development of the project document
management system (clarifying and
harmonizing of document management
systems of the project participants, adding
employees as users of the document
management system, etc.)
Drafting of documents (locating or
developing model / template documents,
interaction with related functions in
preparation of documents, ensuring
reconciliation of documents)
Ensuring document exchange in the project
course (preparing the required documents,
interaction with related functions and
contractors in preparation of documents
and document exchange)
Archiving (organization of document
storage systems, providing employee
access to documents)
Knowledge of the basics of law and
taxation
Knowledge of the basic types of financial
and legal documents used in commercial
and administrative activities
Knowledge of relevant software tools for
the implementation of paper work
Knowledge of business administration
methods
Knowledge of document management
systems, accepted in the countries, the
industries, the companies participating in
the project
Knowledge of the principles and
techniques of cataloging
10. Acceptance and
assessment of works
performed by
implementers and
contractors
Assessment of the results of implementers
and contractors in accordance with
established criteria
Performing of the function of an internal
customer before presenting the results to
the customer (client / management)
Knowledge of the legal and institutional
features of the acceptance of works and
services
11. 10
11. Informing the client
about the project
progress and results
Preparation of interim project reports
Preparation of the final project report
Knowledge of business ethic and ethical
rules accepted by the professional
community
Basic skills in software for data
representation and visualization
12. Analysis of the results
and feedback
Project analysis according to criteria of the
deliverables' evaluation
Obtaining and analyzing feedback from the
customer (client/management),
implementers and contractors.
Knowledge of principles and methods of
analytical report preparation
Basic skills in software for data
representation and visualization
Generalized labor function: Implementation of communication strategy
Labor Function Variants, details of the labor function Necessary competencies, knowledge
1. Tactical planning of events within
the communication strategy
implementation framework
Details (contents, timeframe, budget,
resources) of projects within the
communication strategy framework
Elaborating annual, quarterly, monthly plan
of events targeted at implementation of the
communication strategy
Knowledge of project planning
methods
Knowledge of business
administration methods and
techniques
Understanding of business and
communications indicators
Knowledge of communication
planning methods and instruments
Knowledge of media planning
methods and instruments
Knowledge of budgeting principles
Basic level experience in project
budgeting software
2. Definition, description and analysis
of stakeholders and
communications environment for
strategy implementation
Identification and analysis of stakeholders
Identification and analysis of environment for
communication (media, expert platforms,
etc.).
Assessment of changes in business and
communication strategies due to focus on a
certain stakeholder
Design and interpretation of the
results of marketing, reputation,
media and other research
(qualitative and quantitative)
Understanding the company's
stakeholders and their influence
(on the company's strategy,
communication, etc.)
Knowledge of environment
analysis for communications and
skills of working with the ever-
changing environment
Skills of drawing up stakeholders
map
Skills in defining the portrait of a
stakeholder, her (its) expectations,
insights, motives and other factors
affecting this or that behavior
12. 11
3. Planning and maintaining
organization's communication
system
Elaborating communication/information
policy, regulations and guidelines on working
with media, social networking services, etc.
Information disclosure management
Description and formation of public relations
department's structure
Managing the public relations department
Knowing principles of planning
complex communications and
organizational systems
Skills in corporate document
management
Knowing the specifics of
communication with different types
of target audiences
Understanding the peculiarities of
disclosing information by
companies of different types
Knowledge of organizational charts
Skills in preparing organizational
charts in the field of public relations
Budget management skills at a
department's level
Staff management skills
4. Communication's content
elaboration
Defining key messages and hierarchy of
messages for different audiences and cases
based on the common communications
strategy
Preserving integrity and wholeness of
communications across different channels
(mass media, the Internet, services,
advertizing, etc.)
Designing and publishing a set of
information materials (company information,
booklets, references, corporate portraits,
information on projects, Q&As, etc.),
including preparation of content, its
visualization and production
Skills of working with meaning and
substance of a communication
Copywriting
Knowing the principles of work with
designers, programmers,
developers, etc.
Skills of working with production
companies (printing-houses,
software developers, etc.)
Ability to draw technical
specifications for different types of
tasks
Understanding the communication
channels beyond the traditional set
(points of sales, advertizing,
customer service, etc.)
5. Management of interaction with the
mass media
Mediaplanning
Generation of constant news flow
Organizing on- and offline comunication with
mass media representatives
Organizing and developing mass media
loyalty programs
Information activity on behalf of the company
and without its formal involvement
Using and incorporating into the mass media
agenda
Organizing programs and projects for
promoting the key newsmaker, commentary
and event campaigns
Designing and managing special projects
with the mass media
Knowledge of the mass media
market, the industry's specifics
Knowledge of principles and
techniques of media planning
Knowledge of principles and
techniques of interacting with the
mass media
Knowledge of planning
communication events
Understanding and analysis of the
information agenda
Skills in managing corporate
events and news
Public presentation skills
6. Organizing direct communications Interaction with the mass media, bloggers,
other information distribution channels aimed
at pinpointing information distribution or
minimizing the public exposure to the news
or of an event
Knowledge of principles and
techniques of interacting with the
mass media and other
communication channels
13. 12
Organizing nonpublic events with the
stakeholders (E.g., face-to-face meetings)
Effective moderation of talks, business and
internal meetings
Business meeting techniques
Event management skills
Knowledge of principles and skills
in moderating discussions,
meetings, talks, etc.
Understanding the business logic,
communication context and
environment, the particular
situation that is being addressed
7. Organizing interaction with
professional communities, experts,
analysts, competitors, partners and
suppliers of the market's
infrastructure
Identification of key expert organizations,
groups and individuals from the target
industry sector
Integration of the company's representatives
into the expert communities
Arranging speeches by company's
representatives at events with participation
of key experts from the industry
Designing loyalty programs for experts and
analysts
Suggesting and implementing projects that
combine the interests of different market
players
Market infrastructure development (including
the information part)
Sponsoring professional events and projects
Organizing platforms for interaction. Drafting
and developing codes of conduct and
interaction
Knowledge of the market structure,
individual players, their strategic
and tactical interests, professional
platforms, public opinion leaders,
coalitions and unions of players
Knowledge of and skills in
arranging work of industry
associations, clubs, communities,
etc.
Skills in arranging projects which
combine interests of different
players
Skills in designing infrastructure
projects
8. Arranging B2B and B2C interaction Corporate brand design and management
Arranging direct communication using CRM
and the Internet (including social networking
services, blogs, forums, etc.)
Advocating business change
Organizing work with public figures — brand
ambassadors, partners, clients
Arranging client events
Managing loyalty programs
Sponsoring consumer events, promotions
and causes
Knowledge of branding
Knowledge of marketing
communication tools (advertising,
BTL, digital, etc.) used to promote
the corporate brand and for sales
support
Skills in designing briefs,
coordinating and assessing
efficiency of specialized functions:
creativity, ad placement, promotion
codes, etc.
Knowledge of CRM, customer
service, KPIs of service
departments
Skills in communicating with clients
in public information systems
(social networking services,
Internet forums, blogs, etc.)
Knowledge of crisis communication
principles
Knowledge of principles of
communication with difficult clients
Knowledge of principles of working
with popular persons (celebrities),
public opinion leaders, etc.
14. 13
Knowledge of techniques of
organizing communication events
Knowledge of loyalty program
design principles
9. Organizing public events and
presentations of different scales
Defining goals, tasks, audiences and the
public presentation venue
Elaborating the communication's logic and
substance
Preparing venue of the communication
Training of the speakers
Knowledge of content
management techniques (defining
goals and objectives, strategic
focus, copywriting, etc.)
Knowledge of principles and
techniques of preparing speakers
for public presentations (public
presentation, content, image-
making trainings, etc.)
Knowledge of principles of
arranging the venues for
communication events
(organizational and technical
provision, appearance and
branding, safety, etc.)
Skills in working with the audience
(preparing and providing the
supplementary materials, etc.)
10. Communication support of external
and internal events
Designing event support strategy and tactics
Organizing interaction with mass media
(facilitating stories, working with information
partners, etc.)
Organizing online coverage in the digital
channels (social networking services,
websites, Twitter broadcasts, etc.)
Shaping the event's content (presentations,
photos, videos, interviews, etc.)
Working with speakers at the event
(interviews, media Q&A sessions, etc.)
Knowledge of principles and
techniques of interaction with the
mass media
Knowledge of project planning
methods
11. Organizing digital communications Designing, implementing, developing and
promoting Internet and Intranet systems
(websites, portals, landing pages, mobile
apps, etc.)
Organizing presence in the social networking
services, forums, blogs, including but not
limited to the following subjects: the product,
customer service, corporate and marketing
communications, sales etc.
Knowledge of principles of working
with designers, programmers,
developers, etc.
Knowledge of principles of using
the social networking services and
understanding of the tasks that
could be solved by using such
services
Knowledge of crisis situation
communication principles
Knowledge of principles of
communication with the difficult
clients
Skills in working with the visual
elements
12. Arranging crisis communications Planning of crisis communication systems
(designing guidelines, content, Q&As,
shaping the crisis communication team,
assessment of crisis scenarios, etc.)
Knowledge of principles of crisis
situation communications
15. 14
Responding to crisis situations Knowledge of principles of
communications with the difficult
clients
Skills in communication project
management
Knowledge of principles and
techniques of preparing speakers
for public presentations (training on
public presentations, content
training, image-making, etc.)
Knowledge of specifics of
communication with different types
of audiences
13. Communication effectiveness
measurement
Designing effectiveness measurement
system
Arranging continious tracking of KPIs
Arranging the change procedure for the
public communication strategy and tactics
based on the KPI tracking results
Skills in transforming business
objectives into communication
objectives and efficiency indicators
Knowledge of procedures and
techniques of qualitative and
quantitative analysis of
sociological, media and other data
Skills in transforming the tracking
results into changes
Advanced professional standard of the public relations specialist
14. Organizing interaction with
government bodies
(Government Relations,
GR)
Defining target government bodies
Arranging communications with
representatives from government bodies
Integrating the company into government
projects
Understanding the government's structure,
system and the lawmaking process
Skills in communicating with the officials
Knowledge of the industry's specifics, the
industry sector's officials, legislation
Connections in the appropriate
government bodies
15. Organizing interaction with
shareholders, financial
analysts, banks, and other
capital market participants
(Investor Relations, IR)
Defining the communication / IR policy
Arranging online and offline communications
with shareholders, investors, etc.
Conducting public events on regular scale
Arranging publication of periodic reports
Skills in setting up and maintaining
communication policy, including
information disclosure system
Knowledge of financial and operational
business parameters
Understanding specifics of the sell-side
and buy-side analysts, experts,
shareholders
Organizing special events (Road shows,
Media/analyst conferences, etc.)
Skills in preparing special reports
Knowledge of regulatory and exchange
information disclosure and corporate
public behavior requirements.
16. Sustainable development of
the organization
Forming the organization's sustainable
development strategy and, where
appropriate, the CSR strategy
Skills in communication strategies
building, including the logic of the business
problems to problems in the field of
sustainable development
16. 15
Planning and implementing sustainable
development activities
Preparing reports according to common
requirements, practices and standards
Supporting charity projects
Knowledge of the system of concepts for
the sustainable development techniques
Knowledge of standards for sustainable
development and corporate social
responsibility (GRI G4, ISO26000, etc.)
Skills in making of specialized reports,
collecting and processing of the necessary
information
Project management skills
Knowledge about Sustainability
Infrastructure (associations, conferences,
awards, projects, etc.)
Generalized labor function: Content creation
Labor Function Variants, details of the labor function Necessary competencies, knowledge
1. Defining target parameters
of content
Defining goals and tasks for content
Defining target audiences, their values,
expectations, etc.
Defining the content transfer channels
Communication goalsetting skills
Knowledge of audience segmentation
methods
Knowledge of insight methods
Knowledge of current media environment
2. Information search and
analysis
Analysis of documents
Information search in open sources
Pollsand interviews
Knowledge of search queries morphology
Quick reading skills
Analytical skills
Knowledge of basic polling methods
Knowledge of basic interviewing methods
3. Defining the content
structure
Defining of genre, main messages, ideas
Creating of script (plan) for the content
Knowledge of psychology and sociology of
perception
Understanding the genre rules
4. Content creating Knowledge of photography basics
Basic knowledge of video
Understanding of data visualization
principles
5. Editing and proofreading Fact- and data checking
Reconciling Quotations with the authors
Checking content for compliance with
purposes and script, clarity, coherence
Checking for compliance with content
channels
Correction of errors
Knowledge of spelling, punctuation and
stylistic norms and rules of the Russian
language
6. Defining target parameters
of content
Defining goals and tasks for content
Defining target audiences, their values,
expectations, etc.
Communication goalsetting skills
Knowledge of audience segmentation
methods
17. 16
Defining the content transfer channels Knowledge of insight methods
Knowledge of current media environment
18. 17
PART 3. REQUIRED PERSONAL COMPETENCIES
1. Willingness and ability to learn continuously
2. Responsibility
3. Attention
4. Ability to work "in the flow"
5. Reflexivity
6. Communication skills
7. Sense of beauty
8. Proactivity
9. Openness to changes
10. Stress resistance
11. Ability to be an "antenna person": to capture
the signals of change and transform them
into action
12. Ability to work in conditions of uncertainty
and multitasking
13. Ability to build trust
14. Ability to establish interpersonal
relationships and create communities
15. Ability to formulate thoughts briefly and
clearly
16. Strategic thinking
17. Systems thinking