Global capabilities framework

Dear expert,

This study seeks to identify the most important capabilities of public relations and communication management.
The first stage of the project is for a panel of experts – including yourself – to identify the core capabilities of the field. We are using the Delphi method of research whereby an anonymous panel of experts make suggestions and comment on the suggestions made by others until broad agreement is reached. The goal is to create a set of 8-10 core capabilities that help describe what PR can bring to the organisation.

What do we mean by capabilities? As outlined in the information sheet, capabilities are generic and underpin competences (a competence describes skills, knowledge, attributes and/or behaviours of individual practitioners). They are not about tasks or functions, such as internal communications or media relations, but look for commonalities. Nor are they related to seniority.

We are suggesting that capabilities can be clustered into

strategic communication practice, such as Capability to help an organisation define and realise its values and purpose,
operational communication practice, such as Capability to express complex meaning in a variety of platforms, traditional and digital; and
generic professional practice, such as Capability to apply ethical frameworks.

You may have other suggested cluster headings – which will be welcome. The examples are just to start you thinking – they do not have to be included.

Please list and define the most important capabilities of the PR and communication management profession.