Global Capabilities in Public Relations and Communication Management
by Katerina Tsetsura and Luis Vergara
The Global Capability Framework for Public Relations and Communications Management is a two-year research project (2016-2018) designed to be used by public relations professional bodies and practitioners around the world. The project will also influence public relations education of the future. The project was funded by the University of Huddersfield and supported by the Global Alliance for Public Relations and Communication Management (GA).
The project’s partners at launch included academics from Sweden, Spain, Argentina, Canada, USA, South Africa, Singapore, Australia and UK.
Our brief was to construct a capability framework that can be applied globally, reflects cultural and regional variations in public relations as a profession, and is forward looking in its approach. Our intention is that the final capability framework will be used by the global academic and practitioner communities.
Dr. Katerina Tsetsura led the U.S. team to collect the data to create a U.S.-specific capability framework and to help develop the global capability framework.