Dr Anne Gregory, Professor of Corporate Communication, the University of Huddersfield, visited London School of Public Relations – Jakarta (LSPR, Jakarta) on Tuesday, March 6th, 2018 to present a collaborative research project with Dr Johanna Fawkes, Principal Research Fellow, on Global Capabilities Framework for Public Relations and Communication Management.

Prof. Anne Gregory presented a collaborative research project with Dr Johanna Fawkes

The key mission of society as the Global Alliance is to find out the standards to contribute in Public Relations (PR) and Communication Management (CM) fields, therefore, to globalize PR profession. This research is based on competencies and capabilities frameworks, Delphi or panel of experts, survey of professional bodies (practitioners/academics/employers), focus groups, interviews, piloting software methods to identify a set of PR capabilities that defines profession globally; variations by region/culture and by stakeholder groups at individual, national and global levels. 

Dr. Yolanda Stellarosa presented a plaque of appreciation to Prof. Anne Gregory on behalf of LSPR – Jakarta.

The results of research are to create a forward-looking competency and capability framework that captured contemporary KSABs and those that will be needed in the future. For example, a current hard trend is the commoditization of PR tasks (think UBER and AirBnB) and just around the corner, the ability to interact with robotic tools that are able to auto-generate text.

This competencies and capabilities may be seen through 3 (three) approaches:

a. Internal approach: Competence approach includes attributes of individuals in knowledge, skills, attributes and behaviours.

b. External approach: Competence approach includes the requirements of profession.

c. Holistic approach: Capability approach includes profession’s needs in context.

The Global Capabilities Framework for Public Relations and Communication Management research has been implemented to 9 countries and still counting. Although the objective is to create a global standard PR with same criteria, each country could add its own uniqueness.

This informative and worthwhile sharing session by Prof. Anne Gregory was attended by 37 lecturers and management of LSPR – Jakarta

The global results of presented research project show:

a. Communication Capabilities

·         To align communication planning with organizational strategy, purpose and values.

·         To apply active problem solving to organizational communication.

·         To conduct formative and evaluative research to underpin communication strategies and tactics.

·         To communicate effectively across a full range of platforms and technologies.

b. Organizational Capabilities

·         To facilitate relationships and build trust with stakeholders and communities, internal and external.

·         To offer leadership in reputation management.

·         To provide contextual awareness.

·         To offer business leadership and acumen.

c. Professional Capabilities 

To provide valued counsel and be a trusted advisor.

·         To work within an ethical framework on behalf of the organization, in line with professional and societal expectations.

·         To develop self and others, including continuing professional development.