Major overhaul of Standards for journalism and advertising sales
15 December 2009
A major overhaul of Standards required for jobs in journalism and advertising sales is in its final stages as employers across industry tackle the fast-changing media landscape.
This far-reaching project will lead to a new "shopping list" of requirements needed for staff in these roles to be able to do their jobs properly. This move comes against a backdrop of radical changes in the creative media industries because of the impact of digital technology on consumers.
Skillset, the Sector Skills Council for Creative Media, is working with professionals across the industry to produce new National Occupational Standards (Standards) for journalism and advertising sales across newspapers, magazines, radio, TV and interactive media.
For journalism, this complements the work of the accreditation bodies and provides a tool for employers to use in the workplace. This includes merging existing Standards for broadcast and print journalism into a single set of "journalism" Standards, to bridge the gaps caused by convergence. There is now considerable overlap between broadcast and print journalism, with both sectors using web and mobile to publish material.
In advertising sales it builds a resource for employers and trainers that will contribute to future vocational qualifications development. Companies are increasingly recognising the importance of boosting the skills of their advertising sales teams - particularly selling content across new formats and to non-traditional markets, advertisers and content providers.
Comments on how these should look to be submitted urgently - the deadline is 8 January - at www.skillset.org/standards/consultations
A recent UK-wide Skillset survey revealed that web-based publishing continues to increase - more than half (57 per cent) of all companies surveyed use the internet as their primary publishing platform (Source: Skillset convergence survey, April 2009, carried out in partnership with the National Council for Training of Journalists (NCTJ), Broadcast Journalism Training Council (BJTC), Periodicals Training Council (PTC) and Society of Editors).
Skillset Chief Executive Dinah Caine said: "The traditional boundaries in news media companies are becoming increasingly blurred. New National Occupational Standards are an important step forward in making sure that editorial and sales teams have the right skills in this constantly changing news media landscape."
-Ends-
Media enquiries
Jennifer Walters
Skillset Press and PR Manager
Phone: 0207 713 9854
email: jenniferw@skillset.org
Nicholas Sheridan
Skillset Press and PR Officer
Phone: 020 7713 9854
email: nicks@skillset.org
Out-of-hours: 07827 989 330
Notes to Editors
- Skillset is the Sector Skills Council (SSC) for Creative Media which comprises TV, film, radio, interactive media, animation, computer games, facilities, photo imaging and publishing. SSCs are licensed by the UK Government and by Ministers in the devolved administrations to tackle the skills and productivity challenge by sector. They are independent, UK-wide organisations, are employer-led, and actively involve trade unions, professional bodies and other stakeholders in the industry.
- National Occupational Standards offer a framework for good employment practice and define the skills, knowledge and experience required to work in an industry. They provide a tool for freelancers, employers, careers advisors and trainers to benchmark and assess what skills are required to do a job.