The profile of the panamanian public relations professional: a shared professional responsibility

Abstract

The training of the public relations professional involves communicative competences in soft skills, technical knowledge of information management and experiential methodologies to strengthen competences that lead to the development of argumentative projections.  The profile of the public relations professional must be derived from an educational model in line with the field of work that will be the optimal tool for their professional development. 

The aim of this article is to present the degree of knowledge of the students of the Public Relations degree in Panama of the true value and profile of their position, as well as its usefulness in the business and institutional sphere, so that, if shortcomings are demonstrated in this regard, they can be alleviated in the educational cycle.

This research is of the exploratory descriptive type, as it is identified by the description and characterisation of the essential aspects of the object of study.

Data collection in this research was carried out through an interview, expert judgement and a graduate satisfaction survey, which resulted in certain weaknesses in specific areas in the development of organisational culture, institutional and corporate communication planning, internal and external communication management, social media management and crisis communication.