Being capable for the future

Anne Gregory, Johanna Fawkes

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


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.
Original languageEnglish
Title of host publicationPlatinum
Subtitle of host publicationA celebration of the 70th anniversary of the CIPR
EditorsStephen Waddington
Place of PublicationLondon
Number of pages7
ISBN (Print)9781518467868
Publication statusPublished - 5 Nov 2018


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