Expectations of Kazakhstan PR agencies for PR graduates’ skills

Abstract

The study addresses the lack of comprehensive research on whether recent PR graduates in Kazakh- stan meet industry requirements. The research aimed to explore PR professionals’ satisfaction levels and opinions on the competency of PR graduates, highlighting key issues in PR education in Kazakh- stan. Adopting a pragmatic worldview, the study used qualitative methodologies, including document analysis and structured interviews with chief executive officers of PR agencies experienced in hiring entry-level graduates. Findings provide insights into PR agencies’ expectations of Kazakhstani universi- ties, specifically addressing the skills needed in the market. Soft skills: PR representatives emphasized responsibility, collaboration, initiative, stress management and time management. Effective communica- tion and collaboration were particularly noted for their impact on customer service outcomes. Technical skills: Essential competencies include data analysis, photo and video production/editing, data manage- ment, and search engine optimization (SEO). Professional skills: Key skills identified were copywriting, creating social media content, developing media relations materials, and making informed decisions based on quantitative and qualitative data. However, the study revealed a gap between PR agencies’ expectations and the actual skills of entry-level PR graduates. Noted deficiencies included a lack of practical experience and internship opportunities, as well as a shortage of qualified educators with rel- evant industry experience, contributing to graduates’ perceived inadequacies in practical PR skills. The study also explored PR agencies’ attitudes toward the ability of Kazakhstani universities to prepare PR graduates. Interview results indicated generally positive attitudes, with confidence in universities’ ability to develop technical skills. Collaboration between universities and PR agencies was seen as crucial for producing well-trained PR professionals.