Global Alliance update - Fiona Cassidy, Global Alliance Board Member

Nga mihi mahana koutou

In recent months the Global Alliance for Public Relations and Communication Management Board has been ticking off a number of major projects.

The first was the revamp of the Global Alliance website ( This website not only provides a good overview of what work is undertaken by the Global Alliance but also provides members with access to all types of resources. It’s worth bookmarking as a favourite.

At the World Public Relations Forum in May the Global Alliance launched the 2016 Global Communications Report. The report provides insight into the evolution of the global communication industry by analysing emerging trends in talent, structure, compensation and diversity on both the client and agency sides of our global industry. More importantly, the Report helps those entering the PR industry better understand the skills and traits they will need to be successful in our dynamic profession and across markets. You can download a copy here.

The next major piece of work that is underway is the Global Capabilities Framework. The first phase is complete and concludes with a compilation of the current most prevalent knowledge and behavioural items as defined in national professional standards and in numerous workshops with association and industry leaders in all continents. (This information is available on the Global Alliance website).

Phase two, under the under the stewardship of Anne Gregory and Johanna Fawkes at the University of Huddersfield, will conceptually explore if the knowledge and behavioural items in public relations can be expanded into a global capabilities framework (with local flexibility) that may serve to raise the standards of public relations in the years to come. It is this phase where many of us are likely to be involved.

In other brief news Norway is gearing up to host the 2018 World Public Relations Forum in Oslo and I am pleased to report that I have elected to the Board for a further two years so if you have any questions please feel free to contact me.

Ma te wa Fiona