The Global Alliance has recently released a Public Relations and Communication Management Framework on Global Capabilities. Released on April 24 2018, this Framework is the result of a two-year research project headed by the University of Huddersfield (UK), and other partners spread out in eight different countries.

The objective of this research was to ask practitioners, educators, and employers in each country what they thought Public Relations was capable of, and how it can best fulfil its potential in today’s society. Global Capability Framework (GCF) is a representation of the capabilities which are shared worldwide.

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

  1. To facilitate relationships and build trust with internal and external stakeholders and communities
  2. To build and enhance organisational reputation
  3. To provide contextual intelligence

Professional Capabilities (those expected of any professional)

  1. To provide valued counsel and be a trusted advisor
  2. To offer organisational leadership
  3. To work within an ethical framework on behalf of the organization, in line with professional and societal expectations
  4. To develop self and others, including continuing professional learning

Individual practitioners can use this framework to assess their own capabilities and have the opportunity to set their own goals. Employers and team leaders can use this framework to better understand their team’s current strengths and have the ability to identify where particular training resources are needed. Educators can use the framework as the basis for curriculum development and review.

If you would like to view the full GCF please click this link: