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:
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.
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.
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.
Building and maintaining relationships through nuanced interpersonal communication, collaboration and teamwork.