Ksa infograph

1. I N T R O
Report: KSAs and Characteristics of
Entry-Level Public Relations Professionals
1 2 3 4 5
6 7 8 9 1 0
H O L A !
H E I
H E Y !
HALLO
B i l i n g u a l o r
mu l t i l i n g u a l
E nv i r o n m e nt a l
S c a n n i n g
4 3 . 8 % 39 . 0 %
I n f l u e n c e r
A n a l y s i s
3 5 . 4 %
Au d i o v i s u a l
D e s i g n
3 1 . 8 %
S n a p c h at
( F o r B u s i n e s s U s e )
3 1 . 8 %
R e s e a r c h I n s t r u m e nt
D e s i g n
C o m mu n i c at i o n S e qu e n c i n g
a n d Pr i o r i t i z at i o n
3 1 . 8 % 2 9 . 9 %
We b D e s i g n
25 . 8 % 24 . 3 %
Tw i t t e r
( F o r B u s i n e s s U s e )
D i g i t a l a n d v i s u a l l i t e r a c y
i n c l u d i n g ab i l i t y t o d ev e l o p a n d
m a n a g e c o nt e nt fo r mu l t i p l e p l at fo r m s
24 . 0 %
T O P 1 0 LOW E S T R A N K E D A R E A S O F K N OW L E D G E
Percent of respondents repor ting “no knowledge” and “fundamental awareness”
T O P 1 0 H I G H E S T R A N K E D A R E A S O F K N OW L E D G E
Percent of respondents repor ting “advanced” or “exper t”
1 2 3 4 5
6 7 8 9 1 0
Wr i t i n g p r o fi c i e n c y
at t h e b a s i c l ev e l
M a s t e r y o f l a n g u a g e i n
w r i t t e n & o r a l c o m mu n i c at i o n
i n o n e l a n g u a g e
5 8 . 9 % 5 5 . 2 %
C r i t i c a l l i s t e n i n g
s k i l l s
4 9 . 8 %
Ad v a n c e d a n d s p e c i a l i z e d
w r i t i n g ab i l i t y
4 9 . 3 %
Pr o b l em
S o l v i n g
4 9 %
C r i t i c a l
t h i n k i n g
I n fo r m at i v e a n d
p e r s u a s i v e w r i t i n g
4 8 . 7 % 47 . 1 %
S t o r y t e l l i n g
4 5 . 8 % 4 5 %
A b i l i t y t o i nt e r p r et
d at a a n d r e s u l t s
P u b l i c s p e a k i n g /
p r e s e nt at i o n
4 3 . 5 %
“!?”
1
2
3
4
5
39.5%
37.3%
36.3%
36.1%
33.5%
I nv e s t o r / Fi n a n c i a l R e l at i o n s
S t a k eh o l d e r A n a l y s i s
L aw ( l i b e l , t r a d em a r k ,
a n d c o p y r i g h t )
RPIE Model (Research, Planning,
Implementation, Evaluation)
M a n a g em e nt T h e o r y
6
7
8
9
1 0
32.7%
32.5%
30.4%
30.2%
29.1%
G ov e r n m e nt R e l at i o n s /
Pu b l i c A f f a i r s
R e l at i o n s h i p T h e o r y
P R H i s t o r y
S o c i a l S c i e n c e T h e o r i e s
F i n a n c i a l L i t e r a c y
TOP 10 HIGHEST RANKED
SKILLS & ABILITIES
TOP 10 LOWEST RANKED
SKILLS & ABILITIES
1
2
3
4
5
40.1%
37.7%
37.0%
36.1%
35.4%
C o nt e nt C r e at i o n
Pr o j e c t M a n a g em e nt
E v e nt M a n a g em e nt
C o m mu n i t y R e l at i o n s
E t h i c a l Pr i n c i p l e s , I s s u e s ,
a n d Fr a m ew o r k
6
7
8
9
1 0
35.0%
34.8%
34.3%
34.0%
33.9%
D at a A n a l y s i s
Qualitative Research Methods
F u n d r a i s i n g
B r a n d M a n a g em e nt
I nt e r n a l C o m mu n i c at i o n
81%
19%
Said their employer’s funding (or lack of it)
is a significant factor in their decision to stay
at their organizations over the next year
Personally pay for
training programs
to learn new skills
Would be more
open to learning new
skills if their employer
paid for all or part
of the training
55%55% 98%98%
Graduate School
6 1 . 2 %
Online education
courses
6 9 . 9 %
YouTube
7 1 . 8 %
Volunteer work
7 1 . 8 %
Webinars
7 5 . 7 %
Seminars or
workshops
78 . 1 %
Industry
Conferences
7 4 . 1 %78 . 6 %
Internal Training
Programs
Professional
Organizations
7 5 . 4 %
Percent of respondents who were willing to close
their KSA gaps using the following methods:
Women were
found to be
grittier (M = 3.41)
than men (M = 3.17).
1
2
3
4
5
Entry-level professionals identified having advanced levels of
knowledge in multiple areas of writing.
Entry-level professionals need to improve their business skills
and ability to apply theories.
Professional development support improves retention.
Female entry-level professionals rated themselves higher
than men on their level of grit.
Of the factors relating to emotional intelligence, entry-level
professionals rated themselves lowest in “emotionality”, or the
ability to be in touch with their own and others' feelings.
F I N D I N G S
The relationship
between emotional
intelligence and grit
is moderately strong
and positive.
(R = .630, P = < .05)
Means are based on a 1 to 5 scale,
1 = not like me at all to
5 = very much like me
FULL STUDY CAN BE FOUND AT: https://goo.gl/tA8T81