New Approach to Systematization of Content Standards in Training and Further Education in PR : What Should We Learn for the Future? (Neuer Systematisierungsansatz zu inhaltlichen Aus- und Weiterbildungsstandards in der PR: Was sollen wir kuenftig lernen?)

The author of the text, managing director of PZOK, a leading German PR examination and certification organisation, focuses on the content and standards of examinations, training and further education. Attention is drawn to what a future, and current, PR professional should know, and what competences he or she should possess. The article discusses the components of these competences, as well as discussing the context of PR, and the environment surrounding it. The author draws upon the background of a PR professional, with references to wider competences in the fields of journalism and media