In a cover story for the
pressesprecher magazine entitled "One step ahead" Sebastian Gülde outlines the scope of duties of PR/Communications Heads in the future.
Matthias Fritton, a consultant at Egon Zehnder International, Frankfurt, points out that PR/Communication Heads will increasingly have to become "political players" in the future. "The political skills of PR Heads as opposed to traditional press and marketing work will become increasingly important in the future... Tomorrow's Communications Heads will have to demonstrate a higher degree of understanding of politicians and political opinion-makers and must be well connected in this sphere."
As far as the skills of Communication Heads are concerned, Fritton notes that, "A strategically-oriented and long-term PR concept calls for a high degree of traditional management competencies...before a PR/Communications professional reaches the top - as PR/Communications Head of a DAX company, for example - s/he must already have managed a fair-sized team." According to Fritton, the "triad of expert, methodological and social skills," are crucial.
