Global Alliance publishes Global Capabilities Framework for PR
The Global Alliance has launched the first ever Global Capabilities Framework for Public Relations and Communication Management. The Framework is the result of a two-year research project led by the University of Huddersfield, with partners in eight countries across six continents.
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:
Communication Capabilities
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
Organisational Capabilities
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
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.
This new framework takes a high-level view of the capabilities needed by PR professionals to deliver value for their clients and for society. We will be adopting and using the framework as the basis for our future developments in CPD, Training and university degree recognition. We are grateful to Dr. Anne Gregory and her colleagues at Huddersfield for leading this groundbreaking work.
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.
Notes to editors
About the Chartered Institute of Public Relations (CIPR)Founded in 1948, the Chartered Institute of Public Relations (CIPR) is the Royal Chartered professional body for public relations practitioners in the UK and overseas. The CIPR is the largest membership organisation for PR practitioners outside of North America. By size of turnover and number of individually registered members, we are the leading representative body for the PR profession and industry in Europe.
The CIPR advances professionalism in public relations by making its members accountable to their employers and the public through a code of conduct and searchable public register, setting standards through training, qualifications, awards and the production of best practice and skills guidance, facilitating Continuing Professional Development (CPD), and awarding Chartered Public Relations Practitioner status (Chart.PR).