Global Capabilities in Public Relations

Abstract

This research provides insights into the Canadian arm of a global initiative to identify capabilities in public relations and communication management. The Global Capabilities project, is dedicated to surfacing the core capabilities required by and reflected in the public relations discipline. This paper articulates the findings from Canada, in phase one of this project. Results indicate that academics, practitioners and employers appear to have agreement around the central nature of two capabilities: planning communication to be in alignment with strategic purpose and the ability to apply critical thinking and problem solving to organizational issues.