بازنگری روابط عمومی برای جهان
abstract
1. Introduction
2. Literature review
3. Research methodology
4. Findings
5. Discussion
6. Conclusions
7. Limitations
Funding
Ethical approval
References
abstract
A Global Capability Framework: Reframing public relations for a changing world.This paper describes a two-year research project the purpose of which was to produce the first globally applicable Capability Framework for the practitioner, employer and academic communities in public relations and communication management. Working with partners across seven continents and supported by the Global Alliance for Public Relations and Communication Management, a new approach to building capability was developed via to a four-stage research process, which resulted in nine country and one Global Capability Frameworks. The Global Capability Framework consists of 11 statements which taken as a whole, describe the scope and role of the profession.This paper explores the genesis of the project, a literature review, which also introduces the Capability Approach from the human development field, the research process which involved four different data collection methods, and the content of the resulting Global Capability Framework. The paper concludes with initial responses from the three communities for which the Framework is designed: practitioners, academics and employers. The paper combines theoretical innovation with a valuable practical contribution.
Introduction
It is a truism to state that public relations is practiced in an increasingly globalised world and is globalising. One of the many resultant challenges facing individuals and the professional bodies representing the profession1 is the lack of an attendant global benchmark so that practitioners can share a common understanding of their current roles and duties, can recognise and aspire to best practice within their own and other contexts and plot a course for professional development. The Global Alliance (GA)2 is the worldwide confederation of professional bodies in public relations and communication management with members from all permanently inhabited continents. In 2014, it recognised the need for such a benchmark and embarked upon what has been a four year journey to develop a Global Capability Framework which takes into account the needs of the profession both now and into the future (see https://www.globalalliancepr.org/capabilitiesframeworks/ for details of the origins of the whole project). The term public relations describes a range of functions in different countries. Its use is not ubiquitous and other phrases such as organisational communication, corporate communication, communication management and strategic communication are used almost synonymously (Christensen & Cornelissen, 2011; Cornelissen, 2017; Hallahan, Holzhausen, van Ruler, Vercic, & Sriramesh, 2007; Heath & Gregory, 2015). This ambiguity makes the task of researching and developing a Global Capability Framework for the profession a complex one, since not only are terms used differently, but the whole orientation of the field is contested, with some believing it should have an organisational focus and others seeing it within a social and cultural context (Edwards, 2018; Gregory, 2012).