1. The knowledge necessary for performance of the basic tasks of the professional activity at the level of notion:
1.1. sociology;
1.2. political science;
1.3. social psychology;
1.4. reputation management;
1.5. basics of business;
1.6. public administration;
1.7. organizational psychology.
2. The knowledge necessary for performance of the basic tasks of the professional activity at the level of understamding:
2.1. verbal and non-verbal communication;
2.2. crisis communication;
2.3. project management;
2.4. business communication;
2.5. business etiquette;
2.6. basics of management;
2.7. professional terms in the official language and at least two foreign languages.
3. The knowledge necessary for performance of the basic tasks of the professional activity at the level of use:
3.1. public relations strategy and tactics;
3.2. introduction to communication theories;
3.3. social media and digital communication;
3.4. marketing and marketing communication;
3.5. advertising;
3.6. media relations;
3.7. mass communication;
3.8. communication psychology;
3.9. presentation skills;
3.10. research methodology;
3.11. information technologies;
3.12. official language;
3.13. ability to communicate in two foreign languages at the communication level;
3.14. basic principles of the professional and general ethics;
3.15. labour protection requirements;
3.16. environmental protection requirements;
3.17. standards of the legal employment relationship.

1. Understand current Latvian and global political, social and economic processes.
2. Collect and analyze information on local and foreign social, economic and political processes.
3. Possess knowledge of public relations tools used in the company’s internal and external communication and be able to apply them.
4. Be able to handle critical situations.
5. Collect, select, summarize, process and present information (in a form of a presentation) in writing and orally in accordance with the needs of the company.
6. Adhere to employment relationship norms and act in accordance with professional and general ethical principles.
7. Use professional terminology (public relations terms and concepts) in the official language and at least two foreign languages.
8. Implement public relations projects, campaigns and plans.
9. Understand mass media specifics and build cooperation with them.
10. Understand corporate image building and maintaining principles.
11. Understand the principles according to which the company’s communication policy and communication strategy with its business partners and the media is being built and maintained.
12. Prepare information for the media (press releases, leaflets, reviews, comments, appreciation letters, clarifications, media folders).
13. Use modern information and communication technologies when developing presentations, placing and maintaining information on the website and social networks.
14. Carry out media monitoring.
15. Work independently and in a team; cooperate with individuals working in other areas and departments.
16. Effectively plan, organize and prioritize his/her work.
17. Develop communication skills.
18. Organize press conferences and other public events.
19. Select mass media taking into account the target audience of the message to be delivered.
20. Prepare publicity materials on topical issues of the company.
21. Design survey templates and carry out public opinion surveys.
22. Be able to communicate fluently in the official language.
23. Be able to communicate in at least two foreign languages.
24. Develop thematic databases of resources and information.
25. Comply with occupational health and safety, fire safety and environmental protection regulations.

1. Ability to collect and analyse communication and public relations experience of other companies, including foreign companies.
2. Ability to understand social, economic and political processes, and business and public administration principles.
3. Ability to identify the company’s target audience and its needs.
4. Ability to plan and maintain company’s communication by selecting the most appropriate communication tools.
5. Knowledge of and ability to use public relations terms and basic concepts as appropriate.
6. Ability to monitor the available information and identify risk situations and problems on a timely basis.
7. Ability to take action in a critical situation and resolve it.
8. Ability to collect, select, summarize, process and present information (in a form of a presentation) in writing and orally in accordance with the needs of the company.
9. Ability to adhere to employment laws and regulations and act in accordance with professional and general ethical principles.
10. Ability to use the official language and to communicate in at least two foreign languages.
11. Ability to implement public relations projects, campaigns and plans.
12. Knowledge of the mass media, specifics of their work and ability to interact with them.
13. Ability to maintain the company’s corporate image.
14. Ability to coordinate implementation of a communication policy and strategy with the company’s business partners and the media.
15. Ability to prepare information materials for the mass media.
16. Ability to use modern information and communication technologies when developing presentations, placing and maintaining information on the website and social networks.
17. Ability to summarize company’s business, decision, products and services coverage in mass media (monitoring).
18. Ability to be communicative, precise and loyal to the employer.
19. Ability to comply with the scope of his/her competence and act in accordance with the specified job duties, particular assignment and his/her status in the company.
20. Possess persuasion and argument skills.
21. Ability to organize press conferences and other public events.
22. Ability to participate in teamwork and idea generation process.
23. Ability to improve his/her knowledge and skills through self-education.
24. Understanding of the media market.
25. Ability to comply with occupational health and safety, fire safety and environmental protection regulations.
26. Ability to take responsibility for the results of his/her professional performance.