A global capability framework: Reframing public relations for a changing world

A Global Capability Framework: Reframing public relations for a changing world.This paper describes a two-year research project the purpose of which was to produce the first globally applicable Capability Framework for the practitioner, employer and academic communities in public relations and communication management. Working with partners across seven continents and supported by the Global Alliance for Public Relations and Communication Management, a new approach to building capability was developed via to a four-stage research process, which resulted in nine country and one Global Capability Frameworks. The Global Capability Framework consists of 11 statements which taken as a whole, describe the scope and role of the profession.This paper explores the genesis of the project, a literature review, which also introduces the Capability Approach from the human development field, the research process which involved four different data collection methods, and the content of the resulting Global Capability Framework. The paper concludes with initial responses from the three communities for which the Framework is designed: practitioners, academics and employers. The paper combines theoretical innovation with a valuable practical contribution.