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- Title
Developing New Sets of Digital Skills In A Changing Online Environment.
- Authors
Silvia, Ciochină Raluca; Maria, Cismaru Diana; Mihaela, Lemnaru
- Abstract
Changing requirements of the job led public relations practitioners' capabilities and competences to develop consistently throughout the past decade. The aim of this research paper is to analyze the level of digital skills in public relations practitioners and to identify their opinions, attitudes and motivations related to the role of digital skills in their current workplace. This research specifically focuses on informational, hypermedia, socio-emotional, visual and social media skills. A quantitative study was conducted, and the questionnaire was applied. 75 public relations practitioners responded to the online survey in May 2018, most of them with a university degree in Public Relations. The communication professionals work in various types of organizations, such as PR and Marketing agencies, communication start-ups, NGOs, advertising agencies. The results show that over 40% of the communication professionals use content, storage and social media management tools to meet their objectives. In regards to digital skills levels, social-emotional skills have the highest values for the selected sample. The research results also show that communication practitioners are becoming more and more involved in digital marketing related activities, as their tasks also include transactional related objectives, not exclusively communication-based ones.
- Subjects
JOB qualifications; CAREER changes; EMPLOYEE motivation; ABILITY; PUBLIC relations; ADVERTISING agencies; DIGITAL media
- Publication
Balkan & Near Eastern Journal of Social Sciences (BNEJSS), 2020, Vol 6, Issue 4, p62
- ISSN
2149-9314
- Publication type
Article