CIPR members’ views wanted on public relations’ capabilities for global research project

CIPR members are invited to contribute to an important survey which will help build a global capabilities framework for PR.

Past CIPR President, Professor Anne Gregory, is leading this two-year global research project at the University of Huddersfield. It is supported by the Global Alliance for Public Relations and Communication Management and involves six partner universities around the world. The goal is to produce a capabilities framework of value to individual practitioners and the profession generally.

This spring, the research team is asking practitioners, educators and employers to take 10 minutes to complete the survey. It asks what the practitioner community thinks of the capabilities identified so far and what can help or hinder the ability to realise the potential of public relations and communication management.

What is a capability framework?
The term capability is often confused with competence and competency but capabilities emphasise the potential of the practitioner and the profession. They are not about tasks or seniority. Nor do they describe particular functions, such as internal communication or crisis management. Not what we do but what we are capable of doing.

A panel of UK PR practitioners, employers and academics has produced a draft set of these capabilities, which form the basis of this ten-minute survey. Partner universities have been doing the same research in their countries. Results will be compared and analysed to find out whether the understanding of PR’s potential has global and cultural variations.

The answers will be codified and analysed to discover which capabilities are important for different groups. All personal data will be held in confidence. Submission of the questionnaire represents consent for this information to be used anonymously. The UK survey results will be released later this year.

For further information, please contact Principal Investigator, Dr Johanna Fawkes.