Professional-Academic Partnerships: Creating Authentic Learning Experiences for Future Organizational Spokespersons

Abstract

This research addresses the gap between academic training and professional demands for organizational spokespersons across multiple countries, including Spain, Turkey, Ukraine, the United States, and EU institutions. The study's general objective is to examine this gap and propose an integrated competency framework for communication programs. Using semi-structured interviews with practicing spokespersons and communication directors, the research identifies essential competencies lacking in current higher education curricula. The research highlights significant disparities between academic preparation and workplace requirements. It clarifies the distinction between communication director and spokesperson roles, with the former focusing on strategic direction and the latter on operational implementation of communication strategies. Based on these findings, an integrated competency framework is proposed for communication programs to better prepare graduates for spokesperson positions. These competencies are categorized into basic, occupational, and professional characteristics within the integrated competency framework. Essential competencies identified include analytical thinking, stress resistance, emotional intelligence, initiative, risktaking ability, crisis management, communication skills, and strategic planning ability, among others. The study's cross-cultural analysis provides valuable insights for curriculum development in communication programs worldwide, aiming to bridge the identified competency gaps and enhance graduates' preparedness for professional demands. This research aligns with the Sustainable Development Goals (SDGs), particularly Goal 4, which aims to ensure inclusive and equitable quality education and promote lifelong learning opportunities for all. Keywords: Spokesperson training, Communication programs, Specialized skills, Professional demands, Higher Education