“Actual professional standards of a PR specialist: market requirements” - expert roundup


On 24th of January, 2013 an expert roundup "Actual professional standards of a PR specialist: market requirements" was held as part of the Days of Science, National University of "Kyiv-Mohyla Academy". The event was organized by prof. Valentin Korolko — the head of the public relations, psychology and pedagogy department of NaUKMA, honorary president of Mainstream Communication & Consulting.

During the expert roundup, PR-specialists from public offices, business organizations, PR-agencies, NGOs as well as educators and students discussed such issues as:

— Main factors affecting requirements for PR-specialists at the current stage;

— Main reasons for increased attention to the practical education of PR-specialists at the Ukrainian market;

— Foreign experience of the practical training of PR-specialists;

— Specific requirements of employers to the practical skills of PR-specialists in Ukrainian universities (particular cases);

— Status and prospects of strengthening the practical side of education for the PR Master’s program students in NaUKMA.

The keynote speakers were: Roman Maltsev, Senior Account Manager, Mainstream Communication & Consulting; Eugenia Pankratieva, CEO of NOBLET PR CIS, head of the Ukrainian branch of IPRA; Natalia Holod, CEO of "Warto" PR-agency; Yaryna Lukan, Head of Communication Department at Erste Bank; Pavel Piminov, Communications Director of Elena Franchuk ANTIAIDS Foundation; Chrystyna Kosonotska, Senior Project Manager PBN Hill+Knowlton Strategies; Oleg Kershis, CEO of Reputation Capital; Yuri Yaremenko, CEO of "Press Kit"; Olesya Zhulynska, PA&C Manager at The Coca-Cola Ukraine Limited; Victor Kovalenko, Head of climate change and sustainability services at Ernst & Young Ukraine.

Roman Maltsev noted in his speech on the requirements of specific employers for PR-specialists:

«The main factor of our company’s success is the ability to build relationships, both within the team and with customers, partners, and colleagues. So the most important for us are person’s moral and ethical qualities, his or her values system, and attitude to other people. These factors are much more valuable than money».

The definition of standards for basic skills and knowledge for a PR-specialist, needed at the Ukrainian market, should become a result of the expert roundup.