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Sunday 24.06.2018 | Name days: Jānis

Amendments in Procurement Law to foster shadow economy

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After the focus on short-term solutions during the crisis, the entrepreneurs’ interest in long-term investments is starting to return, for instance, in reputation and image creation, the Latvian Public Relations Companies Association (LPRCA) Chief Executive Sandra Stepe told the business news portal BNN.

Baltic news, News from Latvia, BNN.LV, BNN-NEWS.COM, BNN-NEWS.RU, Sandra Stepe

Sandra Stepe

She points out those who purposefully invest in reputation promotion rank first in companies’ brand tops; therefore, public relations services are increasingly evaluated.

Social media and the ability to adapt to the rules of the game is an even a greater challenge for the public relations sector. «The demand for social media in business communication is growing, yet both clients and agencies lack knowledge and experience, S. Stepe notes, adding, while public relations consultants gather the necessary skills, media agencies are actively trying to take this niche. Also, small specialised social media agencies are established. «Thus, social media are used in campaigns, but still not as much in corporate and customer communication,» underlines Stepe.

The expert believes this is natural, because most of the Latvian companies communicate in social media for not more than a year. Consequently, stable traditions have not yet established, and not enough time has passed to draw any conclusions on the long-term effects of communication through social media.

Regarding labour market sector, with the economic situation stabilization and the improvement in the overall business development mood, several top communication specialists leave the public sector for the private one. The corporate segment is recovering faster and is able to offer an adequate level of remuneration.

«After approximately 20% revenue drop in 2009, last year Latvia’s leading public relations consultancy firms have stabilised and overall a slight increase is expected, compared to the previous year. Special market activity was recorded in the third quarter of 2010 and some enterprises started to increase their human resource capacity,» reveals the LPRCA spokeswoman.

She considers due to the popularity of communications and public relations studies, concerns about overproduction are reasonable. «It is the same issue as before with lawyers – thousands of them graduated, and this did not comply with the actual labour market situation. Only the best survived. Overproduction has two aspects: on the one hand it ensures competition in the sector, on the other – weakens the prestige of the profession. Yet, it is a matter of time,» the expert asserts.

«At the same time, like in any other profession – the best specialist will always manage to find jobs, irrespective of the acquired degree or university.»

To her mind, public relations consultant is an elitist profession, there are not that many people with such occupation, since most of the public relations industry workers take executive posts. «People are not born with consultant skills – they are acquired through practical experience and understanding. A public relations consultant provides advice to companies, thus, he or she has to be competent in enterprise management. Besides, the consultant must have knowledge, which the company does not have. Therefore, it is better that communication science is the second degree, namely, an addition to other basic studies such as business management, social sciences, psychology, etc,» Stepe points out.


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  1. Anonymous says:

    the best specialist will always manage to find jobs, irrespective of the acquired degree or university. probably – but rarely.

  2. Ruth.lt says:

    She is right overproduction has its drawbacks but maybe other alternatives were not sufficiently promoted.

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