Professional knowledge
At the concept level:
1. Stakeholder theory.
At the level of understanding:
1. Theories of audiences.
2. Media theories.
3. Selecting and structuring information.
4. Management theories and principles.
5. Communication theories.
6. Corporate culture of an organisation.
7. Theory of law.
8. European Union law and regulations.
9. Foundations of sociology.
10. Corporate culture of an organisation.
11. Principles of journalism.
12. Sociology.
13. Communication theories.
14. Composition techniques and solutions.
15. Advertising theory.
16. Corporate culture of an organisation.
17. Composition techniques and solutions.
18. Advertising theory.
19. Corporate culture of an organisation.
20. Management theories and principles.
21. Sustainability of an organisation.
22. Psychology.
23. Corporate culture of an organisation.
24. Management theories and principles.
25. Employee involvement.
26. Corporate culture of an organisation.
27. Digital communication channels.
28. Corporate social responsibility and sustainability.
29. Corporate culture of an organisation.
30. Management theories and principles.
31. Political science.
32. Fundamentals of law.
33. Corporate culture of an organisation.
34. Sustainability of an organisation.
35. Sociology.
At the level of use:
1. Information processing and analysis.
2. Rhetoric and presentation skills.
3. Audience research, qualitative and quantitative research methods.
4. Research methods in social sciences: interviews, focus groups, surveys, content analysis.
5. Methods of statistical data analysis.
6. Qualitative data processing methods.
7. PR tools and channels.
8. Communication management.
9. Organisation’s brand and reputation.
10. Corporate culture of an organisation.
11. Organising PR campaigns.
12. Project management.
13. Integrated marketing communications.
14. Organisation’s brand and reputation.
15. Decision-making models.
16. Communication process management.
17. Project management.
18. Organising PR events.
19. PR tools and methods.
20. Crisis communication.
21. Reputation and brand management.
22. Communication management.
23. Reputation and brand management.
24. PR tools and channels.
25. Argumentation skills.
26. Information processing and analysis.
27. Rhetoric and presentation skills.
28. Media relations.
29. Digital communication tools and channels.
30. Integrated marketing communication methods and tools.
31. Creating messages.
32. Types of information material and its preparation.
33. Digital content creation tools (presentation, photography, video, etc.).
34. Project management.
35. Digital communication tools and channels.
36. Integrated marketing communication methods.
37. Digital communication tools and channels.
38. Integrated marketing communication methods.
39. Project management.
40. Managing stakeholders.
41. Conflict management.
42. Problem management.
43. Problem analysis and problem-solving skills.
44. Intercultural communication.
45. PR objectives and functions.
46. Defining messages.
47. Media training .
48. Rhetoric.
49. Argumentation skills.
50. Teaching methods in adult education.
51. Mentoring.
52. Coaching (individual and group).
53. Responsibilities for implementing the internal communication function.
54. Organising PR campaigns.
55. Collecting data needed to produce content.
56. Interviewing.
57. Integrated marketing communication methods and tools.
58. Creating messages.
59. Digital content creation tools (presentation, photography, video, etc.).
60. Emotional intelligence.
61. Crisis management.
62. Stress resilience.
63. PR tools and methods.
64. Planning PR campaigns.
65. Project management.
66. Time management.
67. Human resources planning.
68. Financial planning.
69. Project management.
70. Business principles.
71. Financial management.
72. Interpersonal skills.
73. Human resources management.
74. Integrated marketing communication methods.
75. Managing stakeholders.
76. Problem management.
77. Principles of teamwork, team organisation and management techniques.
78. Conflict prevention and resolution techniques.
79. Ethics and social norms.
80. Leadership.
81. Theories of motivation.
82. PR tools and methods.
83. Social research methods.
84. Analysing and interpreting digital data
Reporting on PR work performance.
85. Digital content creation tools (presentation, photography, video, etc.).
86. Basic principles for making and formulating recommendations.
87. Argumentation skills.
General knowledge
At the concept level:
1. Labour protection system.
2. Civil protection system.
3. Environmental protection system.
At the level of understanding:
1. Fundamentals of law.
2. Political science.
3. European Union law.
4. Information technology legislation.
5. Principles of computer and office technology.
6. Multimedia and information technology opportunities and potential risks.
At the level of use:
1. Ethics in the communication and PR sector.
2. Compliance with the confidentiality standards set by an organisation.
3. Interpersonal communication.
4. Intercultural communication.
5. Argumentation techniques.
6. Problem solving.
7. Creative techniques in search of solutions.
8. Conflict management and persuasion techniques.
9. Scientific research methods: interviews, focus groups, surveys, content analysis.
10. Basic principles of statistics.
11. Qualitative data processing.
12. Reporting research results.
13. Preparing a publication.
14. Software to match the job.
15. Working with office equipment.
16. Information systems security.
17. Digital communication tools.
18. Digital safety, tools and apps.
19. Electronic information security.
20. Data protection (GDPR).
21. Professional PR organisations in Latvia and worldwide.
22. Implementers of annual PR studies, sources (availability).
23. Self-assessment mechanisms.
24. Planning one’s studies, career and work.
25. Research methods.
26. Professional terminology in the national language.
27. Scientific etc. language styles.
28. Verbal, non-verbal communication and communication culture.
29. Written language culture.
30. Culture of professional communication.
31. Prerequisites, process and methods for effective communication.
32. Literary form of a foreign language.
33. Intercultural communication in a multicultural environment.
34. Professional terminology.
35. Information-seeking techniques and strategies.
36. Techniques and strategies for assessing the quality and reliability of information.
37. Basics of communication.
38. Basic principles of networking.
39. Professional ethics.
40. Business etiquette.
41. Public speech.
42. Preparing a presentation.
43. Professional PR organisations in Latvia and worldwide.
44. Implementers of annual PR studies, sources (availability).

Professional skills and attitudes:
1. Select appropriate sources of information, collect, analyse and structure information.
2. Be familiar with the public, media and political agenda.
3. Select the most relevant and necessary information to include in a summary.
4. Present information to an organisation’s management and staff.
5. Collect, accumulate and analyse data on changes in the information environment, specifics of audience information consumption.
6. Understand the principles and indicators of an organisation.
7. Link an organisation’s objectives with communication activities.
8. Understand the basic principles of communication.
9. Plan and organise public relations activities.
10. Know the basic principles of planning communication projects.
11. Assist management in making the best decisions in managing communication.
12. Organise public relations activities for internal and external audiences.
13. Know the basic principles of planning public relations events.
14. Develop a risk and crisis communication plan.
15. Ability to anticipate potential crisis situations and risks.
16. Train staff to act in accordance with the crisis communication plan.
17. Know and use PR tools.
18. Contribute to the image and reputation of an organisation.
19. Analyse public opinion and organisational needs, identifying patterns for image building.
20. Select appropriate sources of information, collect, analyse and structure information.
21. Prepare, edit and present PR material.
22. Analyse available media channels.
23. Choose the appropriate form of media communication with each stakeholder.
24. Build relationships with media representatives and opinion leaders.
25. Develop simple information material.
26. Know the tools for audiovisual content creation.
27. Manage the process of developing information material.
28. Use digital communication channels.
29. Know the basic conditions for administering different digital communications.
30. Know integrated communication methods.
31. Build a dialogue with stakeholders aimed at mutual understanding and common goals.
32. Listen to others and building communication.
33. Identify consultation objectives and problem priorities.
34. Advise and explain various communication issues to other professions.
35. Communicate in a multicultural environment.
36. Explain the purpose and objectives of own professional activities to an organisation’s representatives and management.
37. Coach colleagues on delivering messages and preparing for interviews or expressing opinions.
38. Advise on training to improve communication skills.
39. Identify training needs of colleagues and clients.
40. Select, organise and manage appropriate training opportunities.
41. Know the basic principles of internal communication.
42. Develop internal communication settings and action plans.
43. Plan and manage the development and dissemination of content across an organisation’s internal communication channels.
44. Create content for distribution through an organisation’s internal communication channels.
45. Implement operational actions to avoid a crisis and minimise its negative impact on the organisation.
46. Understand the concept of corporate social responsibility.
47. Engage in corporate social responsibility initiatives.
48. Link corporate social responsibility and sustainability initiatives to communication objectives and activities.
49. Plan, organise and control own work in the short and long term, ensuring efficient use of time, financial and other resources.
50. Develop financial offers for communication projects.
51. Know the basic principles of budgeting.
52. Define the task for an outsourced service provider.
53. Build effective working relationships that result in the achievement of objectives.
54. Segment stakeholders and their possible links to an organisation’s objectives.
55. Know the specific activities of the public, local, non-governmental and private sectors.
56. Work with colleagues, motivate them to achieve goals.
57. Show initiative
58. Predict the results of PR work.
59. Choose appropriate tools and methods for assessing communication.
60. Analyse the results of PR work on the basis of methods used in professional practice.
61. Analyse and interpret a variety of information, including analysis of digital communication results.
62. Develop recommendations for improving PR activities.
General skills and attitudes:
1. Understand the requirements of the laws, regulations and standards governing the field.
2. Know professional ethics.
3. Know and apply the regulatory framework, standards and ethical norms required to solve problems and carry out work.
4. Comply with environmental and civil protection laws and regulations.
5. Organise the workplace in accordance with the requirements of labour protection laws and regulations.
6. Comply with the requirements of labour protection laws and regulations.
7. Identify potential risks when carrying out work tasks.
8. Prepare a reasoned message.
9. Use a variety of creative methods to create solutions.
10. Be tolerant of differences of opinion.
11. Find compromises.
12. Know research methods in the relevant field.
13. Collect, organise and analyse data.
14. Process information by selecting the most appropriate methods and technological tools.
15. Interpret and analyse data, draw logical and valid conclusions.
16. Develop research-based recommendations.
17. Use multimedia and information technology tools.
18. Ensure the use of multimedia in the performance of daily tasks.
19. Ensure electronic storage of documentation and data.
20. Select reliable information and use it to develop own work.
21. Plan time for professional development.
22. Keep up to date with industry changes and developments.
23. Identify own professional development needs in line with industry changes.
24. Choose the right training options.
25. Communicate orally and in writing in a variety of professional situations and environments.
26. Adhere to the norms of the Latvian literary language in business and formal style (grammar and stylistics).
27. Use professional terminology.
28. Reasonably justify own views.
29. Discuss practical issues and solutions in the field of professional activity with colleagues and management in a businesslike manner.
30. Comply with the culture of communication.
31. Use a foreign language in spoken and written form.
32. Use professional terminology in a foreign language.
33. Assess the validity and reliability of information using different criteria.
34. Represent an organisation by presenting related information and managing its flow.
35. Present an organisation’s issues to different audiences.
36. Observe business etiquette.
37. Select professional and reliable sources of information.
38. Select reliable information and use it to develop own work.

Professional competences:
1. Ability to be familiar with the public, media and political agenda.
2. Ability to analyse the public and media agenda in the context of an organisation’s activities.
3. Ability to present information clearly and comprehensibly.
4. Ability to prepare and present information to line manager and staff on civic, media and public agenda.
5. Ability to monitor changes in the information environment and in the consumption of information channels by stakeholders.
6. Ability to select the most relevant information according to an organisation’s objectives and stakeholder needs.
7. Ability to conduct qualitative and quantitative research on stakeholders and use other research techniques.
8. Ability to identify an organisation’s stakeholders and their needs.
9. Ability to summarise research results and propose sound conclusions.
10. Ability to plan, develop and maintain the internal and external communication of an organisation in line with the overall objectives of the organisation, proposing strategies and tactics with appropriate communication tools.
11. Ability to contribute to the planning and implementation of PR projects and campaigns.
12. Ability to use communication project planning techniques.
13. Ability to advise an organisation’s management in the decision-making process on communication.
14. Ability to plan and organise PR activities for internal and external audiences.
15. Ability to understand the basic principles of organising PR events.
16. Ability to develop and update a risk and crisis communication plan.
17. Ability to anticipate potential crisis situations and possible solutions for internal and external audiences.
18. Ability to train staff to act in accordance with a crisis communication plan.
19. Ability to analyse public opinion and organisational needs, identifying patterns for image building.
20. Ability to use a variety of PR tools to build an organisation’s public image and reputation.
21. Ability to ensure understanding between the different stakeholders in an organisation.
22. Ability to select appropriate sources of information, collect, analyse and structure information.
23. Ability to present information in a way that is relevant to the interests of an organisation.
24. Ability to analyse different media channels
Ability to build effective relationships with media representatives and opinion leaders.
25. Ability to select and use the most appropriate digital communication tools to produce information material.
26. Ability to prepare information material.
27. Ability to manage the process of developing information material.
28. Ability to manage an organisation’s corporate digital communication channels (website, social media profiles, etc.).
29. Ability to use integrated marketing communication techniques in professional work in line with organisational objectives.
30. Ability to engage different audiences, including opinion leaders, in communication processes.
31. Ability to advise other staff and clients on PR issues.
32. Ability to work in a multicultural environment.
33. Ability to explain in a reasoned way the role of own profession in achieving an organisation’s objectives.
34. Ability to build awareness of PR as an important function of an organisation.
35. Ability to make recommendations to prepare an organisation’s spokespersons for communication with the media and public speaking at various events.
36. Ability to recommend, organise and lead training for other staff and clients on communication and PR issues.
37. Ability to demonstrate to an organisation’s management the link between internal communication and the organisation’s objectives.
38. Ability to contribute to an organisation’s activity planning by contributing to the understanding of internal communication as an important tool for achieving the organisation’s objectives.
39. Ability to provide content for an organisation’s internal communication channels.
40. Ability to choose appropriate channels for internal communication.
41. Ability to engage in dialogue with an organisation’s internal audiences.
42. Ability to manage crisis communication.
43. Ability to initiate and implement corporate social responsibility initiatives.
44. Ability to make decisions by weighing priorities.
45. Ability to plan and follow up on deadlines and quality of work, balancing workload, time and resources.
46. Ability to develop financial proposals for PR projects.
47. Ability to plan and administer the budget of a PR project.
48. Ability to plan and follow up deadlines and quality of work.
49. Ability to work with partners in line with an organisation’s objectives.
50. Ability to define and analyse stakeholders and their role in achieving an organisation’s objectives.
51. Ability to identify patterns and differences in the activities of the public, local, non-governmental and private sectors.
52. Ability to design a communication implementation plan that is consistent with the principles of stakeholder management and engagement.
53. Ability to manage the work of a team or team of PR professionals under supervision.
54. Ability to communicate effectively and build positive rapport.
55. Ability to provide the evaluation of PR work in line with industry specificities.
56. Ability to select the most appropriate methods for evaluating communication work.
57. Ability to independently prepare and present information on the results of PR work.
58. Ability to analyse and interpret different information.
59. Ability to make proposals to improve PR activities.
General competences:
1. Ability to understand and comply with relevant laws, regulations, standards and ethical norms.
2. Ability to be familiar with industry regulations and standards.
3. Ability to comply with labour, environmental and civil protection legislation.
4. Ability to respect employment relationship.
5. Ability to argue, justify, use persuasive skills and offer creative solutions to problems.
6. Ability to demonstrate personal, social and civic, interpersonal and intercultural skills that enable active and effective participation in social dialogue in society.
7. Ability to build the image and reputation of an organisation.
8. Ability to observe general ethical principles and generally accepted standards of behaviour.
9. Ability to conduct research and develop concepts independently or in collaboration with colleagues, in line with the requirements of the field of professional activity.
10. Ability to conduct applied research, prepare publications, describe the research process and results.
11. Ability to apply knowledge and methods to explain issues in the field of PR and draw evidence-based conclusions and formulate results-based recommendations.
12. Ability to use multimedia and information technologies for work, including in the field of PR.
13. Ability to assess the risks associated with the use of information and communication technologies.
14. Ability to keep abreast of changes and developments, as well as the latest research and publications in the PR industry.
15. Ability to plan and develop professional competences in line with changes and developments in the field of public relations.
16. Ability to choose the most appropriate professional development training.
17. Ability to argue logically, debate, present own position, express own opinion and obtain necessary information in communication with clients and colleagues, both orally and in writing, ensuring that information is correct, relevant to the target audience, comprehensible and in accordance with the literary norms of the national language.
18. Ability to use a foreign language in a variety of situations according to the communication partner and the purpose of communication.
19. Ability to think critically, be aware of own level of media literacy, and improve it.
20. Ability to represent and present an organisation.
21. Ability to present organisational issues to different audiences.
22. Ability to respect business ethics.
23. Ability to keep abreast of changes and developments, as well as the latest research and publications in the PR industry.