As part of the procedure for developing national professional standards for the occupations “Public Relations Manager” and “Public Relations and Press Specialist “— an initiative launched by Perfect PR, Suspilne, and the All-Ukrainian Advertising Coalition (VRK) — an industry-wide survey of professionals is now underway.
The organizers invite all interested experts to take part in the survey via this link.
The survey will run until June 30 inclusive. The gathered data will be used to draft the professional standards, specifically the sections outlining the job duties and functions of communications and reputation management managers and specialists.
“Professional standards will give our industry the opportunity to define the exact competencies a modern communications manager or specialist should possess. We are creating a national standard that reflects the real communication needs of business, the public sector, and society. Therefore, the opinion of practitioners is of utmost importance to us,” — comments Nataliia Ulynets, Head of Perfect PR and the initiator of the development process.
“The lists of job functions proposed in the survey are recommendations drafted by the working group members. At this stage, it is crucial for us to hear from as many practitioners as possible: whether the proposal is relevant, if the suggested functions are truly needed in daily operations and how important they are, or if anything vital has been missed. The expert survey will allow us to test our hypothesis and align the standard as closely as possible with reality and market practices,” — says Viktoriia Sydorenko, Human Resources Director at Suspilne Ukraine (JSC UA:PBC), crisis communications expert, and coordinator of the professional standards development working group.
Following the surveys, the draft standards will be published for nationwide discussion, allowing all interested industry experts to submit their feedback and comments.
“Developing these two professional standards for managerial and executive roles is a major milestone in the evolution of the public relations industry. The introduction of these standards will simultaneously address two issues that have been pain points for the industry since its inception in Ukraine: the blurring of lines between the professions of journalist and communications specialist, and the strategic function of communications as a whole.
Furthermore, having professional standards will help organizations understand the difference between strategic and executive roles in communications. I hope the standards will also help organization leaders form realistic expectations of communication professionals and guide them during recruitment to determine whether they need an executive to implement an existing plan, or a strategist to shape a communication strategy,” — Olena Lobova, Board Member of the All-Ukrainian Advertising Coalition.
The Development Process Breakdown
The process of developing professional standards involves multiple stages:
- Initial Industry Survey: Gathering feedback from industry representatives regarding job functions.
- Drafting Competencies: The working group will incorporate the survey results and proceed to detail the competencies, knowledge, and skills required for each function.
- Second Expert Survey: A follow-up survey for industry experts will be organized, and its findings will be integrated into the description of the standards.
- Public Discussion: A public consultation on all the working group’s findings will take place, during which industry experts can address the working group with questions or suggestions.
After completing all formal procedures and undergoing verification by the National Qualifications Agency, the standards will be entered into the relevant state registry of qualifications. This will not only foster the development of the industry but also align employer expectations and establish benchmarks for improving the quality of specialized higher education in Ukraine.
The development of professional standards was initiated by the Perfect PR agency. Co-organizers include the public broadcaster Suspilne Ukraine and the All-Ukrainian Advertising Coalition. The working group comprises representatives from agencies, businesses, the public sector, media, professional associations, and universities. Experts wishing to join the working group can do so by sending an email to office@perfect-pr.com.ua
