CPRP: 6 - 10 years experience
Operating practitioners

Development, knowledge and skills necessarily gained over a period of time, to become a fully rounded and experienced public relations and communication manager:

Knowledge

• Globalisation and vertical constituencies
• Motivation and leadership
• Development/management of internal and external transparency of corporate governance, ethics and codes of practice
• Management of richness (content), reach, transparency, porosity and Internet agency
• Building the firm’s culture
• Management of database and interactive strategy
• Management of virtual interactivity
• Objectives and management of back-office integration
• Knowledge management strategies
• Corporate brand equity, product brand equity, promoting and defending the brand equity
• Financial management
• Economics of running a department or consultancy
• Business development
• Creativity/managing creativity – knowledge of how to manage the different characteristics of the creative individual; knowledge of managing creativity in teams and organisations
• Maintaining and building client relationships
• Project management
• Developing new products and practice areas
• Making virtual partnerships work (off-line/on-line)
• Legal framework of PR
• How law applies  to the internet
• International law affecting communications
• Business and organisational structures
• Public policy and context
• Regulatory frameworks of clients/employers/virtual partnerships
• Specialist codes of practice, e.g. lobbying

• Objective setting (off-line/on-line)
• Development of Investors in People strategy
• Business strategy and the role of public relations within it (off-line/on-line back office and interactivity)
• Integration with marketing communications/disintermediation objectives
• Time management
• Assertiveness and interpersonal skills
• Consulting skills
• Motivation and leadership (off-line/on-line/virtual and partner)
• Analysis of annual reports and financial data
• Environmental and ethical audits
• Human resource planning and management including virtual and partner relationships, monitoring and management.
• Delegation and supervision
• Negotiation skills
• Training and development of individuals and teams including virtual individual contributors/virtual partners and teams
• Motivating virtual teams
• Analysis of the effect of attitude and behaviour change (off-line/on-line)
• Application of software tools for off-line and on-line analysis
• Pre and post campaign testing, using data as a continuous management tool
• Understanding and design of quality controls
• Activity and resource analysis
• Risk analysis
• Recruitment
• Managing conflict
• Writing business plans

• Application of communication and interactivity during convergence of communications technologies/evolution of developing on-off-line and on –line communications channels
• Liaison with management/client on preparing public relations brief
• Crisis and issue management (off-line/on-line)
• Understanding the implication of international developments in the media and communications channels
• Public affairs
• Preparation of pitches and business presentations
• Speeches
• Communication audits
• Counselling and advisory techniques
• Understanding the different emphases of various market sectors
• Coaching clients/management in interview preparation
• Writing proposals
• Managing internal communications strategies
• Managing the creative work of others and supervising their use of the creative process
• Acting as a reference point, or source, within an organisation, on the use and management of creativity