Courtesy of the Global Alliance for PR and Communication Management. The full report can be found here.
The Global Capabilities Framework for Public Relations and Communication Management is a two-year research project led by the University of Huddersfield (UK) in partnerships with eight countries across the globe. The Global Capabilities Framework (GCF) represents the findings of the research collected from practitioners, educators and employees in each country. These groups were asked what they thought public relations is capable of and how it can best fulfill its potential.
Public relations practitioners around the world can use the framework below to assess their own capabilities and potential to set their own goals. This framework should assist employers and leaders in identifying strengths and where training resources need to be utilised. Educators should use this framework to base curriculum for educating the future of the profession. When utilising these capabilities, it is important to remember there are certain cultural, geographic and maturity differences between countries. It is up to the practitioners, professionals and employers to decide what is most appropriate for their organisations.
The framework takes a high-level view of what practitioners can deliver:
1. To align communication strategies with organisational purpose and values
2. To identify and address communication problems proactively
3. To conduct formative and evaluative research to underpin communication strategies and tactics
4. To communicate effectively across a full range of platforms and technologies
5. To facilitate relationships and build trust with internal and external stakeholders and communities
6. To build and enhance organisational reputation
7. To provide contextual intelligence
Professional Capabilities (those expected of any professional)
8. To provide valued counsel and be a trusted advisor
9. To offer organisational leadership
10. To work within an ethical framework on behalf of the organisation, in line with professional and societal expectations
11. To develop self and others, including continuing professional learning