Author(s): Árpád PAPP-VÁRY, Róbert KÁROLY, Rita LUKÁCS

Title: MUNKAERŐPIACI LEHETŐSÉGEK A PR ÉS KOMMUNIKÁCIÓS SZAKMÁBAN A KREATIV.HU ÁLLÁSHIRDETÉSEI ALAPJÁN

Source: F. Filip, Zs. Gódány, Š. Gubo, E. Korcsmáros, S. Tóbiás Kosár, T. Zsigmond (eds.): 16th International Conference of J. Selye University. Sections of the Faculty of Economics and Informatics. Conference Proceedings

ISBN: 978-80-8122-509-3

DOI: https://doi.org/10.36007/5093.2024.221

Publisher: J. Selye University, Komárno, Slovakia

PY, pages: 2024, 221-240

Published on-line: 2024

Language: hu

Abstract: During our research, we examined the demand for PR professionals in Hungary. We first reviewed various definitions and approaches to public relations, as well as the necessary hard and soft skills. It became clear that PR professionals need to possess communication, analytical, interpersonal, digital, and other soft skills. Our primary research involved analyzing job advertisements on the KreatÌv marketing communication journal's online portal, kreativ.hu. This covered six years and 2316 job titles, with 4.80% related to PR positions and 7.48% requiring PR knowledge. The research provided valuable insights for academic and practical professionals, supporting the strengthening of the PR profession.

Keywords: public relations, PR, job ads, communication, marketing, HR, job market, hard skills, soft skills, digitalization

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