Global Capabilities Framework: Perspectives of Public Relations Practitioners in Malaysia

DOI

10.2991/978-2-38476-098-5_10How to use a DOI?

Keywords

Public relations; Global Capabilities Framework; Competencies; Public relations practitioners

Abstract

The development of the Global Capabilities Framework (GCF) for the public relations and communication management profession was the first globally applicable Capability Framework for practitioner, employer and academic communities. Due to the lack of a global benchmark, GCF was developed in 2018 by a group of researchers under the Global Alliance for Public Relations and Communication Management (Global Alliance). Prior literature reported on the GCF development of nine participating countries, and only one paper focused on the perceptions, assumptions and applications of GCF in one country. Given the importance of understanding the value and applicability of GCF and a critical insight into public relations capabilities as they are understood by practitioners, this paper explores the perspectives of public relations practitioners in Malaysia towards GCF as a shared set of capabilities in the field of public relations and communication management. Semi-structured interviews were conducted with 12 public relations practitioners via online platforms, and the data collected was analysed using thematic analysis. Findings revealed three main themes which answer two research questions. This exploratory study concludes that the awareness of GCF amongst public relations practitioners in Malaysia is currently lacking, and the GCF framework is yet to be applied in the public relations practices although the practitioners recognised its value and potential.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - May Bel Koh
AU  - G. Manickam Govindaraju
AU  - Cheng Ean (Catherine) Lee
PY  - 2023
DA  - 2023/08/31
TI  - Global Capabilities Framework: Perspectives of Public Relations Practitioners in Malaysia
BT  - Proceedings of the International Conference on Communication and Media 2022 (i-COME 2022)
PB  - Atlantis Press
SP  - 106
EP  - 116
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-098-5_10
DO  - 10.2991/978-2-38476-098-5_10
ID  - Koh2023
ER  -