A more holistic view of communication
Association representatives clarify
The association representatives clarify this themselves. "The professional examinations for communication and PR specialists with a federal certificate valid from 2019 are not new examinations. They simply replace the previous qualifications of communication planner and PR assistant," says Heinz Egli, further education officer at Communication Switzerland (KS/CS). So the names are being changed. Why? "This decision was triggered by a professional field analysis that KS/CS and PR Suisse carried out together," explains Egli. The new examination regulations were updated on the basis of the findings and adapted to the requirements of the times.
Talks continue
Discussions between KS/CS and PR Suisse are continuing. The aim is to develop a joint examination section for the Higher Professional Examination for Communication Managers and PR Consultants with a federal diploma within a reasonable period of time. "The demands of advertising and PR have grown together more and more in recent years with regard to a holistic communication presence," explains Heinz Egli. The State Secretariat for Education, Research and Innovation (SERI), under whose supervision the examinations take place, is also involved in the ongoing discussions between the two associations.
PR Suisse personal certificate intended as a seal of quality
The "Certified Communications Consultant" certificate launched by PR Suisse in April 2018 is not another training or further education qualification, clarifies Suzanne Rouden, board member and president of the examination committee. Instead, it is a seal of quality, i.e. a validation of what an experienced communications expert can do in any situation, spontaneously and even in acute moments of crisis. "PR professionals who work in the communications industry in Switzerland or abroad and provide the required theoretical and practical proof of competence are admitted to the examination for this personal certificate," says Rouden, adding that such proof includes recognized training and further education qualifications as well as a corresponding professional CV. Admission is calculated according to a points system. Holders of the personal certificate demonstrate several years of experience with corresponding skills in strategy, consulting and leadership. They are qualified to help shape strategic communication in a responsible position in a company, organization or agency.
Overview? No way!
By striving to develop even more common ground in the area of higher professional examinations in the future, the KS/CS and PR Suisse associations are underlining their desire to give the complex Swiss education system in the field of communication somewhat clearer structures in the future.Suzanne Rouden also acknowledges that the economy and companies are increasingly losing the overview. This is due to the fact that communication is changing rapidly and almost on a daily basis. "What makes things even more difficult in terms of transparency is the fact that in recent years, in addition to the clearly defined range of communication training courses in the tertiary A (universities and colleges) and tertiary B (federal professional and higher professional examinations), a number of new MAS, CAS, DAS etc. from new providers such as technical colleges and higher technical colleges with very different course content have spread across the market."
Some should make more of an effort
The world of education in Switzerland is indeed not very clear, confirms Heinz Egli. In his view, however, it is not a jungle. "The fact that the economy and companies sometimes lose track of things is not so much due to our education system, but primarily to the many international managers, particularly in the HR sector," he says. Many of them hardly understand the dual Swiss education system and make little effort to get to know it better.
