Abstract
Time served is no longer a benchmark of success for the public relations practitioners. UK academics have defined the capabilities for practitioners.
When the Global Alliance of public relations and communication management asked for a new capability framework, it wanted to move on from the traditional competency sets. These lists of skills and knowledge can reflect the tasks practitioners currently undertake, but soon become obsolete.
In a rapidly changing communication environment, the profession needs forward-looking, fluid and culturally sensitive pathways to development. Which is why the University of Huddersfield, who took up the challenge to produce the new framework, chose a capability approach.
When the Global Alliance of public relations and communication management asked for a new capability framework, it wanted to move on from the traditional competency sets. These lists of skills and knowledge can reflect the tasks practitioners currently undertake, but soon become obsolete.
In a rapidly changing communication environment, the profession needs forward-looking, fluid and culturally sensitive pathways to development. Which is why the University of Huddersfield, who took up the challenge to produce the new framework, chose a capability approach.
| Original language | English |
|---|---|
| Title of host publication | Platinum |
| Subtitle of host publication | A celebration of the 70th anniversary of the CIPR |
| Editors | Stephen Waddington |
| Place of Publication | London |
| Publisher | CIPR |
| Chapter | 29 |
| Pages | 156-162 |
| Number of pages | 7 |
| ISBN (Print) | 9781518467868 |
| Publication status | Published - 5 Nov 2018 |