Global Capabilities Framework: Aplicación en Ecuador de un estudio global sobre las capacidades del profesional de las relaciones públicas

The Global Capabilities Framework for PR and Communication Management has been a two-year research project (2016-2018) with the participation of academics from nine countries representing different regions of the five continents. In 2018, the study was implemented in Ecuador. The methodological approach is qualitative and it took the English and Argentine experience as a reference, the latter being the only Latin American country in the base study. Techniques of Delphi method and focus groups were utilized. For the Delphi method, four rounds were carried out, obtaining a list of 10 capabilities that define the profession of public relations in Ecuador. Subsequently, this list was submitted to five discussion groups with the intention of validating the initial list of capabilities that emerged from the Delphi method. As a result, the experts stressed the importance of working on the basis of ethical principles and values without leaving aside the strategic capabilities, such as analyzing and managing the communication of the organization, and understanding its social, political, and economic context, among others. Ultimately, participants agreed on the importance of the capabilities framework as a ‘roadmap’ for employers, professionals, academics and other stakeholders in the sector.