Constructing core competencies for junior account executives -A case study of Elite PR group

• Main Author: 陳湘蔆
• Other Authors: 鄭自隆
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/5vhmu9

碩士 === 國立政治大學 === 傳播學院碩士在職專班 === 105 === This case study of Elite PR Group attempts to find out the core competencies required for its junior account executives (AEs) by interviewing its senior/middle managers and junior AEs serving healthcare, consumer, and technology industries. In addition, the study also looks into the specific characteristics of healthcare, consumer, and technology industries to see what additional core competencies are required in order to better serve each industry. Here are the findings of this study: 1. Overall, in the "Core PR Competency" category, it is suggested that Data Collection/Organization/Analysis/Summarizing, Keeping up with Latest Industry Trends, Keeping Tabs on the Competition, Proficient in Writing, Subtle/Sophisticated/Efficient Communication, Time Management, Creative and Innovative Perspective, and Clear & Logical Presentation should also be added to the Core Competency Knowledge Map of Elite PR Group, in addition to the existing competencies including PR Tool Proficiency, Topic Formulation, and Strategic Thinking. Second, in the "Industry Insight" category, it is recommended to add Daily Media Scan, Data/Problem Analysis & Correlation, Asking Right Questions, Being A Good Listener, Learning from Client & Media Contacts, and Performing Store Surveys to the six existing competencies including Industry Trends, Supply Chain Ecosystem, Competition Landscape, Stakeholders Image/Attitude/Influence, Target Audience Insight & Analysis, and Marketing/Communication Model Management. Finally, in the "Media Communication" category, it is recommended to add Message Summarizing & Delivering, Negotiation Improvisation, Proactive Senior Member Consulting, Comprehensive Brand & Product Knowledge, and Proactive & Appropriate Attitude Toward Two-way Interactions to the existing competencies including Familiar with Media Attributes & Formats, Familiar with News/Media Content Production Workflows, Familiar with Journalist/Opinion Leader Preferences, and Media (Agent) Communication and Relationship Management. 2. Specifically for the consumer industry, junior AEs need to strengthen their abilities in Writing TV Interview invitation, Formulating News Topics, Making Active Connections to External Context and Topics, and Managing Digital Communication Channels & Fan Clubs to deal with long life cycles, infrequent product updates, and low customer interest for consumer products, while staying relevant in a fast-moving digital world. 3. For the technology industry, fast information dissemination, short product life cycles, and frequent product updates, plus more foreign PR contacts, higher learning curve for technical knowledge, broader stakeholders to communicate, emphasis on celebrity testimonial & word of mouth, and the fast-moving digital world all require junior AEs to have better skills in English Writing/Speaking, Conducting Product Reviews, Writing Byline Articles, Understanding Stakeholder Perspectives, Co-working with KOL & Bloggers, and Maintaining FB Fan Pages. 4. Marketing in healthcare industry is subject to various government regulations. Due to the steep curve of learning medical knowledge, it takes tremendous efforts to digest a great amount of medical studies and reports. In addition, the planning and organization of news topics draw heavily on the ability to leverage expert opinions and statistics, as well as to convert hard medical facts into easy-to-grasp messages and deliver them to the target audience. Healthcare AEs need to enhance their abilities in English Listening /Speaking/Reading/Writing, Subtle/Sophisticated Third-person Communication, Proficient Use of Expert Opinions/Statistics/Case Studies, Media Launch Planning, TV Pitch, and Rephrasing/Explaining Therapeutic Mechanisms of Healthcare Products.