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Qualification: Professional Master's Degree in Public Relations, Head of Public Relations Department (BAT)

Professional Master's Degree in Public Relations, Head of Public Relations Department (BAT)

Qualification Information

The aim of the Professional Master study programme in Public Relations is to enable students to gain academic and professional knowledge,
- skills and competences in accordance with the requirements of the EU higher education qualifications (EQF level 7), the profession standard „Public Relations’ Manager” and provide the possibility to pursue further studies at the doctoral level.

Learning outcomes:
The Professional Master Study programme in Public Relations will provide the following knowledge:
- management of public relations, communication management science, integrated marketing communications and its management,
- crisis management, communication psychology, reputation management, lobbying, and quality management,
- personnel management and research management, intercultural and interpersonal communications.

The Professional Master Study programme in Public Relations will provide the following skills:
- to plan and manage the company's public relations, manage structural units and projects,
- to develop crisis communication plan, to train and educate employees, to manage the crisis communications plans,
- to plan the unit’s budget and estimate project costs, to manage the image and reputation of the enterprise,
- to assess product and process quality, to be aware of the normative enactments regulation public relations and communication,
- to follow professional and general fundamental ethical principles.

The Professional Master Study programme in Public Relations will ensure the acquisition of the following competences:
- ability to analyse, domestic and international economic, political and cultural milieu,
- ability to develop creative and innovative public relations strategies, to work out and implement tactical tasks and projects,
- the ability to run the public relations department in collaboration with other departments and the management of the company,
- to provide advice to the company’s management on public relations issues.



Competences:

1. The KNOWLEDGE at the level of notion :
1.1. economics;
1.2. philosophy.
2. The KNOWLEDGE at the level of understanding:
2.1. business;
2.2. public administration;
2.3. political science;
2.4. journalism;
2.5. financial management and accounting;
2.6. media management;
2.7. multimedia;
2.8. logistics;
2.9. sustainable development of the company;
2.10. laws and regulations governing public relations;
2.11. professional terminology in the official language and two foreign languages.
3. The KNOWLEDGE at the level of use:
3.1. public relations.
3.2. communication science;
3.3. management science;
3.4. integrated marketing communication;
3.5. communication strategy;
3.6. crisis communication;
3.7. marketing;
3.8. advertising;
3.9. sociology;
3.10. management psychology;
3.11. lobbying;
3.12. reputation management;
3.13. project management;
3.14. quality management systems;
3.15. corporate social responsibility;
3.16. strategic planning;
3.17. innovation management;
3.18. staff management;
3.19. media relations;
3.20. writing and editing of public relations texts;
3.21. intercultural communication;
3.22. interpersonal communication;
3.23. business etiquette and protocol;
3.24. principles of professional and general ethics;
3.25. official language;
3.26. two foreign languages at the communication level;
3.27. information technologies;
3.28. presentation skills;
3.29. research methodology;
3.30. social media;
3.31. labour protection requirements;
3.32. environmental protection requirements;
3.33. legal employment relationship.



Skills:

1. To analyse a company's internal and external environment.
2. To assess the quality of a company's public relations and work, work quality of a department and compliance thereof with the company's objectives.
3. To plan and manage in a creative and innovative manner a company's public relations.
4. To cooperate with employees form a company's other departments and with the managers of other companies' domestic and foreign public relations units.
5. To manage the work of a department or work group.
6. To develop and manage public relations and communication projects.
7. To develop a crisis communication plan, train a company's staff and crisis communication team following the crisis communication plan and lead a company's crisis communication.
8. To plan a department's budget, develop a project estimates and other financial plans.
9. To build a company's image and reputation through public relations.
10. To observe business etiquette and advise management thereof.
11. To collaborate with traditional and new media, using various forms of communication, including integrated marketing communication.
12. To prepare and edit public relations texts and inform the public.
13. To comply with regulations governing public relations and communication and observe the basic principles of professional and general ethics, provide advice on them.
14. To utilize the latest forms of work organization and information technology.
15. To prepare reports on public relations, as well as present them and other issues related to professional activity.
16. To conduct and lead practical research in public relations.
17. To know the official language.
18. To know at least two foreign languages at the communication level.
19. To use professional terminology in the official language and one foreign language.
20. To meet the requirements of employment relationship.
21. To meet the requirements of labour protection, fire safety and environmental protection laws and regulations.



Knowledge:

1. To analyse a company's internal and external environment.
2. To assess the quality of a company's public relations and work, work quality of a department and compliance thereof with the company's objectives.
3. To plan and manage in a creative and innovative manner a company's public relations.
4. To cooperate with employees form a company's other departments and with the managers of other companies' domestic and foreign public relations units.
5. To manage the work of a department or work group.
6. To develop and manage public relations and communication projects.
7. To develop a crisis communication plan, train a company's staff and crisis communication team following the crisis communication plan and lead a company's crisis communication.
8. To plan a department's budget, develop a project estimates and other financial plans.
9. To build a company's image and reputation through public relations.
10. To observe business etiquette and advise management thereof.
11. To collaborate with traditional and new media, using various forms of communication, including integrated marketing communication.
12. To prepare and edit public relations texts and inform the public.
13. To comply with regulations governing public relations and communication and observe the basic principles of professional and general ethics, provide advice on them.
14. To utilize the latest forms of work organization and information technology.
15. To prepare reports on public relations, as well as present them and other issues related to professional activity.
16. To conduct and lead practical research in public relations.
17. To know the official language.
18. To know at least two foreign languages at the communication level.
19. To use professional terminology in the official language and one foreign language.
20. To meet the requirements of employment relationship.
21. To meet the requirements of labour protection, fire safety and environmental protection laws and regulations.

Reference Data

EQF Level:
Thematic area:
Information Language:
Location:
NQF Level: 
7
Awarding body: 

- Turība University

Awarding body contact info: 

GRAUDU IELA 68, RĪGA, LV-1058
Tālr.: 67622551, 67619008
Fakss: 67619152
E-pasts: turiba@turiba.lv

Source of information: 
National occupation classification: 

ISCO-08

Relationship type: 

Head of Public Relations Department (1222 03)

Access requirements: 

Higher education qualification of LQF level 6 (bachelor, professional bachelor or professional higher education qualification) in the same or compatible branch of science or professional field of higher education, as well as a certain professional experience laid down by higher education institution

Ways to acquire: 

Formal (through education programmes)