The Global Alliance is today releasing the Global Capabilities Framework for Public Relations and Communication Management, the fruit of a two-year research project led by the University of Huddersfield (UK), with partners in eight countries across six continents, at the 10th edition of the WPRF – World Public Relations Forum in Oslo, Norway.
This research asked practitioners, educators and employers in each country what they thought public relations is capable of, and how it can best fulfil its potential. The combined outcome, today’s Global Capability Framework (GCF), represents those capabilities which are shared around the world.
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 organization, in line with professional and societal expectations
11. To develop self and others, including continuing professional learning
The complete GCF can be viewed here. Individual practitioners can use the framework to assess their own capability and potential, and set their own goals. Employers and team leaders can use the framework to understand their team’s existing strengths and identify where training resources need to be committed. Educators can use the framework as the basis for curriculum development and review.
In addition to the common global framework, we are releasing nine further country frameworks, for Australia, Argentina, Canada, Singapore, South Africa, Spain, Sweden, the UK and the USA.
Jose Manuel Velasco Guardado, Chair of the Global Alliance has said, "The Global Capabilities Framework is one of the most significant projects that we have ever initiated. It is literally a game-changer for the profession. We are grateful to Professor Gregory, Dr Fawkes and the global team for making such a seminal contribution to the profession."