Global Capabilities Framework

The Global Capabilities Framework - Australia study was undertaken between March 2017 and January 2018. The threestage research project, which included a Delphi study, an online survey and focus group discussions, involved public relations and communication practitioners, employers and educators from around the country.

The study resulted in a list of ten core capabilities for public relations and communication management:

  • STRATEGIC ANALYSIS
    Scanning, assessing and critically analysing the social and business environment to provide strategic insights.

  • RESEARCH AND EVALUATION
    Conducting and interpreting formative and evaluative research to inform strategic decision-making. 

  • ETHICS AND GOVERNANCE
    Advocating and advising on ethical and legal communication practices, including questioning current practices.

  • STAKEHOLDER ENGAGEMENT
    Analysing, identifying and negotiating with appropriate internal and external stakeholders on their communication needs.

  • BUSINESS AND SOCIAL RESPONSIBILITY
    Demonstrating business acumen by aligning business objectives with societal expectations, and vice versa.

  • STRATEGIC AND CREATIVE COMMUNICATION
    Planning, solving problems, and advising on creative, effective and appropriate use of communication messages and media platforms.

  • REPUTATION MANAGEMENT
    Identifying appropriate responses to enhance organisational reputation and minimise risks.

  • GLOBAL AND CULTURAL COMMUNICATION
    Communicating with understanding and sensitivity to cultural values and beliefs in a connected world.

  • RISK AND ISSUES MANAGEMENT
    Identifying potential issues, risks and opportunities for the organisation.

  • RELATIONSHIP MANAGEMENT
    Building and maintaining relationships through nuanced interpersonal communication, collaboration and teamwork.


Read the full Australian Report

Read Global Alliance's Global Capabilties Framework