Press officer
The press officer is responsible for press and public relations work in a company , an authority or other organization . As a rule, this activity requires several years of professional journalistic experience. In many companies, the press officer is the head of the press office .
In contrast to the press officer , the press officer is less in the public eye. He is the point of contact for journalists, but usually does not give statements on behalf of his employer.
Training and teaching
Public relations ( PR ) is taught at universities and colleges today, training is also possible in PR traineeships in companies or agencies. In July 2010, there were eleven PR master’s courses in Germany , three of them at universities, five at universities of applied sciences and three part-time programs. At many universities, public relations is part of the bachelor's degree in communications and media studies. In some cases, PR can be chosen as a study or specialization focus.
Due to the growing relevance of activities that can be subsumed under the term public relations , the professionalization of the field of activity is also advancing. As a result, the demands on future PR specialists also increase. In the 1980s, for example, just 41% of PR specialists were recruited from academics, this proportion rose to 79% in the mid-1990s and was already 83% in 2012.
In addition to a degree in a course with an explicit PR-reference and a subsequent internship or trainee program, there are also numerous entry and qualification paths, especially for university graduates, but also for career changers from other professional fields. Different degrees and certificates can be acquired, which are issued after the corresponding courses and exams. The most important institutions that offer and issue such courses and certificates were brought into being on the initiative of various larger PR associations. One of the most important contacts for this is the Akademie für Kommunikationmanagement e. V. , as well as the testing and certification organization of the German communications industry (PZOK), which was founded by the three major communications associations, the Federal Association of Communicators , the German Public Relations Society and the Society of Public Relations Agencies . Furthermore, since 2005, the degree in Public Relations can be obtained from the Cologne Chamber of Commerce .
Qualification opportunities are also offered in compact seminars (e.g. by the German Institute for Public Relations e.V. ), full- time courses (e.g. at the Journalist Academy ), part-time courses (e.g. via the German Press Academy ), and part-time courses (e.g. at the Leipzig School of Media ) or offered as a distance learning course at distance universities and schools.
literature
- Matthias Lau: Press policy as an opportunity. State public relations in the countries of the Weimar Republic . Stuttgart: Steiner, 2003. ISBN 3-515-08071-6
Individual evidence
- ↑ cf. news aktuell (2010): PR trend monitor flash survey. Education and training in communication and PR , p. 20.
- ↑ Comparison of three studies in: PR training in Germany
- ↑ ibid.