What does the day-to-day work of a PR specialist with a federal certificate look like?

Public relations specialists are operational communications all-rounders. They typically work in PR agencies or communications departments in companies, institutions, public authorities or non-profit organizations (NGOs).

PR professionals are specialists in institutional communication, i.e. public relations. Their tasks are varied and depend on their workplace and employer. However, they always aim to present current and appropriate information to a specific target group, such as the general public, shareholders or members, but also their own employees, in an understandable and appealing way in order to maintain or specifically improve the image of a company or organization.

Among other things, PR specialists plan communication projects and sub-concepts, which they implement technically and editorially, such as media releases, annual reports, image brochures, customer information, articles for customer and staff newspapers or texts for digital channels such as social media. To this end, they are in close contact with internal and external specialists from design and production, as well as relevant dialog groups such as the media, employees and customers.

In addition, public relations specialists are actively involved in PR campaigns and also take on the planning and implementation of smaller events, such as media conferences or company events (open days).

The most important activities at a glance:

• (Co-)development of overarching communication strategy
• Participation in the development of overall communication concepts
• Development of sub-concepts in the areas of crisis management, corporate and marketing communications, social media, sponsoring, internal communications
• (Co-)development and monitoring of guidelines on corporate identity, corporate wording and corporate behavior
• Planning and implementation of communication media and communication measures
• Writing and/or editing various online and print articles in accordance with communication guidelines (e.g. media releases, annual reports, company brochures, content for social media, etc.)
• Creation and management of various company profiles, such as websites, pages and blogs
• Creation of event concepts and implementation of events based on overarching strategy and objectives
• Maintaining media contacts and organizing and coordinating them, for example for media conferences.

Target group - Who is the professional examination for PR specialists with a federal certificate suitable for?

The "PR Specialist (BP)" courses are suitable for:

• Administrators and project managers in PR, marketing, communication or advertising
• Media professionals and journalists with a focus on corporate communications or those who would like to continue their education in this field.
• Professionals and interested persons who would like to acquire in-depth knowledge in the field of corporate communications/public relations

Public relations specialists should have the following personal qualities and skills:

• Sociability
• Communication and organizational skills
• Oral and written fluency
• Inventiveness and innovation
• Creativity
• Analytical skills
• Structured and conceptual way of working and thinking
• Load capacity
• Openness
• Trustworthiness
• Ability to work in a team
• Discipline, personal responsibility and independence
• Good general education and knowledge of the Swiss media landscape

Requirements for admission to the Federal Professional Examination for PR Specialists (BP)

You must meet the following requirements for admission to the federal professional examination "PR Specialist":

• At least two years of professional experience in PR, corporate communications, direct marketing, journalism, marketing communications or sales

And one of the following degrees or an equivalent qualification:

• Management assistant with federal certificate of proficiency (EFZ)
• Commercial high school diploma or diploma from a diploma middle school lasting at least 3 years
• Matura (all types, incl. vocational baccalaureate)
• Diploma from a state-recognized higher technical college (HF), university of applied sciences (FH) or university
• Federal Marketing Specialist, Communications Specialist, Direct Marketing Specialist or Sales Specialist.

Professional experience in the field of corporate communications, PR, direct marketing, marketing communications, journalism or sales:

• Clerk with specific specialist tasks in the above-mentioned areas
• Assistant for the corresponding area management
• Journalistic activity as an employee or freelancer, i.e. freelance employment in a medium or news agency, etc.

Attending a public relations day school with an internship is also recognized as professional experience.

You will be informed in writing at least three months before the start of the examination whether you have been admitted to the federal examination. The cut-off date for proof of the required professional experience is the day of the examination. If you are not admitted, you will receive a rejection letter with reasons and instructions on how to appeal.

Note: Individual schools may also be prepared to admit you to a preparatory course for the professional examination for communication specialists if you do not (yet) meet the criteria for admission to the federal examination. It is then your responsibility to ensure that you meet the necessary requirements at the time of the examination/examination registration.

Subject matter and content of the training

The content of the preparatory courses for the federal professional examination "PR Specialist" is based on the specifications of the sponsoring body of the professional examination, the Swiss Public Relations Association SPRV (pr suisse). The following topics are covered:

• Fundamentals of law, ethics, society, economics (VWL) and business administration (BWL):Knowledge of the points of contact with related disciplines such as marketing (communication), digital marketing, HR and sales as well as the political and economic environment. Ethical basics of public relations, basics of communication law.
• Basics of conception and strategy:Development and formulation of objectives, target groups and concept content.
• Measures and channels:Planning, organization and implementation of communication tools and measures for the realization of PR activities and concepts.
• Content:Writing and editing: Target group-specific copywriting and editing of content for various channels (online and offline).

Costs and financing of further training

The costs may vary depending on the provider. In general, the following costs can be expected for the approximately one-year in-service training course:

• Course fees: Between CHF 5,300 and CHF 9,900, half of which will be refunded by the federal government upon completion of the examination*.
• Examination fee: Once admission has been confirmed, the candidate pays the examination fee of CHF 1,690 (as of spring 2021).
• In general, the costs include all course materials, teaching aids, simulation exams, case and exam corrections.

The course fees for the "PR Specialist (BP)" course with a federal certificate are usually payable at the beginning of the course. Some providers also offer payment per semester or in installments.

* Since 1.1.2018, preparatory courses for federal professional examinations have been financially supported by the federal government. Students who complete preparatory courses for the federal professional examination therefore receive up to 50% of the course costs paid back after taking the federal examination (regardless of the result) and upon application.

Duration of study, number of lessons and learning effort

The "PR Specialist" course with a federal certificate lasts approximately one year (approx. 8 - 12 months) and has a modular structure.

Depending on the provider, it comprises between 198 and 410 lessons. They can be completed in modules on several days a week, for example Friday and Saturday, or on a weekly basis.

In most cases, you can choose from different teaching formats: Face-to-face, online, hybrid teaching and/or accompanied e-learning.

The individual time required for homework, self-study and exam preparation averages a further 6-8 hours per week.

Degree, diploma and title

The professional examination to become a PR specialist with a federal certificate takes place annually, provided that at least 30 candidates meet the admission requirements. It can be taken in one of the three official languages German, French and Italian.

The examination comprises four parts and is conducted as follows:

Part 1 / Basics

a) Ethics, law, economics, business administration and society: 30 minutes in writing:Candidates demonstrate their knowledge by answering open questions: their knowledge of the objectives and sub-areas of public relations/corporate communications, the points of contact with neighboring disciplines, the ethical foundations, the basics of communications law and their understanding of the political and economic environment of public relations.

b) Conceptual and strategic basis: 30 minutes in writing:Based on a situation analysis, the candidates formulate objectives, target groups and concept content for PR/corporate communications.

Part 2 / Measures and channels: 3 hours in writing

Candidates work on a case study on the implementation of public relations activities and concepts: planning, organization and realization of (communication) means and measures, including the identification of project-specific target groups and contact persons.

Part 3 / Content: Writing and editing: 2.5 hours in writing

In the form of case studies, candidates write and edit content for online and offline channels and target groups.

Part 4 / Best Practice

a) Preparation of case solution for presentation: 15 minutes in writing:Candidates are given a case to work on and analyze as a task. They make their own written notes.

b) Presentation solution and expert discussion: 45 minutes oral:Using the resources available, the candidates present their previously developed solutions to the case. They are then discussed in an expert interview and their arguments are debated.

Here are some general success factors on the way to a new training qualification:

• Regular attendance of lessons
• Actively contribute your questions, don't leave anything half-understood in the room
• Interest in the topic and active participation in class
• Detailed preparation and follow-up of the lesson material at home
• Committed cooperation in group work, processing of case studies, etc.
• Participation in learning groups for regular exchange
• Intensive exam preparation: practise exam situations and gain important exam experience, e.g. in simulation exams.

Diploma and title:

Graduates of the professional examination receive a federal certificate, which is issued by the State Secretariat for Education, Research and Innovation SERI at the request of the examination board. They may use the federally recognized and protected title "PR specialist with a federal certificate". In English: "Specialist in Public Relations, Federal Diploma of Higher Education". The names of certificate holders are entered in a register kept by SERI.