Results of a two-year project examining existant framework describing KSA's to practice public relations and suggested global framework for adoption by all associations in pr.

1. Global Body of Knowledge project
May 2016- Association day and
WPRF
Jean Valin

2. Status
• Consultation period yielded several comments
and suggestions
• Opportunity to affect competency framework on
a global scale is achievable
• Final version of GBOK ready
• New phase to start exploring capabilities
• Validation by employers important
2

3. Genesis of GBOK
• GBOK is result of:
• Review of over 965 pages compared to UAB benchmark
• Re-drafting of benchmark to globalize and modernize
KSABs
• Comments from association leaders and online
• Identified two levels of practice: entry and mid-career,
several roles.
3

4. Opportunities
• A global list of KSAB’s that:
• Removes cultural bias
• Captures elements of strong matches
• Introduce improvements
• Codify appropriate behaviors (B)
• Introduces notion of core KSABs
• Next step: Develop capabilities framework
4

5. Conceptual framework
5

6. Vision
• GA members could elevate current
processes and competencies into new
certification scheme based on global KSAB
• Career progression checklist for
practitioners
• Use GBOK for curriculum standards
learning outcomes
6

7. How will we do that?
• Explore new conceptual framework
• Discuss suggested improvements and
additions. We need to 'global and future proof'
the BOK
• Consultation, survey, research
• Full document:
http://www.globalalliancepr.org/capabilitiesfra
meworks/
7

8. How does it work? Entry level
• CORE: Seven knowledge areas 35
statements
• CORE Skills and abilities 14 statements
• + 25 Skills
8

9. 9
Research,
Planning,
Implementa on
and Evalua on
Ethics
and
Law
KNOWLEDGE
History of
and
Current Issues
in Public
Rela ons
K1 Ethical principles, issues and
framework
K2 Codes of prac ce
K3 Legal requirements and issues
K4 Ethical behaviour, transparency,
professionalism, governance
considera ons
K1 Measurement and evalua on approaches
vis-a-vis objec ves and outcomes
K2 Uses of research and forecas ng
K3 Research methods and concepts
K4 Proac ve and Reac ve communica ons
approaches
K5 Stakeholder analysis, influen al individuals
or organisa ons
K6 Cultural preferences of audiences
K7 Planning and implementa on techniques
K8 Sequencing and rollout approaches
K9 Evalua on methods
K10 Best prac ces in public rela ons
Crisis
Communica on
Management
Communica on
Models and
Theories
Business
Literacy
Media and
Social Channels,
use of
Technology
K1 Iden fica on and evolu on of
a crisis and its dis nct stages
K2 Communica on approaches
and
need for constant and
immediate communica on
K1 Communica on models and
public rela ons theories
K2 Communica on and
persuasion concepts and strategies
K3 Rela onships and
rela onship-building techniques
K1 Societal trends and trends in modern
engagement tools, transparent communica ons
K2 The effect and impact of current and emerging
technology on communica ons models
K3 Mul -cultural and global issues
K4 Various world social, poli cal, economic and
historical frameworks
K5 Public rela ons history, its origins and evolu on
K6 Public rela ons and other related disciplines such
as publicity, adver sing, marke ng, public affairs,
lobbying, investor rela ons branding, social
networking
K1 Marke ng and finance
K2 The business case for diversity
K3 Organiza onal change and
development
K4 Management concepts and theories
K5 Organiza onal issues, internal and
external,
including business drivers for clients and
employees
K6 Second language skills and cultural
awareness
K1 Knowledge of distribu on
channels, audience preferences
and limita on of channels
K2 Knowledge of communica on
tools,
including knowledge of social
media
K3 Media needs and requirements
!

10. GBOK- Entry level Core Skills and
Abilities
• Two Zones 14 statements
• Writing, Oral and visual communication
abilities 6 statements
• Abilities and personal attributes 8
statements
10

11. GBOK Entry level Skills and Abilities
Seven areas 25 statements
• Communication models and theories 2
statements
• History and current issues in public relations
2 statements
• Research, analysis, planning, implementation
and evaluation 9 statements
11

12. GBOK Entry Level Skills and Abilities
• Ethics and law 2 statements
• Organizational and business literacy
3 statements
• Media and social channels, digital literacy 4
statements
• Crisis communications 3 statements
12

13. GBOK Mid Career Knowledge
• CORE Seven knowledge areas 35
statements:
• Research, planning, Implementation,
10 statements
• Ethics and law 4 statements
• Crisis communication management 2
statements
• Communication models and theories 3
statements
13

14. GBOK Mid Career Knowledge areas
Knowledge of:
• History of, and current events in public
relations 6 statements
• Business literacy 6 statements
• Media and social channels, use of technology
3 statements
14

15. GBOK Mid Career Foundation Skills and
Abilities
• CORE Two Zones 14 statements
• Writing, oral and visual communication
4 statements
• Abilities and personal attributes 14
statements
15

16. GBOK mid Career Skills and Abilities
• Six areas 29 statements
• Research, planning, implementation
and evaluation 8 statements
• Applying professionalism, ethics and
law 3 statements
• Managing Issues and crisis
communications 3 statements
16

17. GBOK Mid career Skills and Abilities
• Understanding communication models,
theories and history of public relations 3
statements
• Leading the public relations function 7
statements
• Managing relationships 5 statements
17

18. GBOK Behaviours- All levels
• 9 zones 9 statements
18

19. 19
Integrity and
accountability
Ethical
conduct
Judgment and
Collabora on
Transparency
Legal and
contextual
awareness
Influence
and
leadership
Ci zenship
and
Sustainability
Awareness and knowledge of applicable
interna onal, na onal, regional and
local laws regarding disclosure, privacy,
and defama on of character,
copyright, trademarks and fair
use. Upholds these laws in an
ethical manner. Awareness of
industry trends and consumer
pa erns
Is able to change course quickly
due to events and scale ac vi es in
response to changing circumstances
BEHAVIOURS
Learning
Inclusiveness
and
accommoda on
AdaptabilityConducts professional ac vi es in
a lawful and principled manner. Func ons
as the conscience of the organiza on.
Adheres to commonly accepted standards of
professional behaviour and upholds codes
of ethics of professional bodies. Takes
responsibility for own ac ons and those of
employees under them.
Acts to remedy unethical
acts. Refuses to par cipate
in unethical or decep ve
ac ons.
Demonstrates sound judgment
and works collegially.
Understands the need for
teamwork, collabora on and
adaptability.
Conducts professional
ac vi es with the greatest
transparency,
avoids spin or
decep ve communica on
Leads by example in
managing people and issues.
Demonstrates a values-based
approach to deal with stakeholders,
employees and clients
In a rapidly changing profession
commits to a program of lifelong
learning and professional
development. Contributes to
the advancement of the
profession by sharing
knowledge and
mentoring others
Shows respect for and accommoda on for
diverse points of view, ethnicity and
cultural differences
Acts with due considera on to the
environment and with
awareness of sustainable prac ces.
Shows leadership in Corporate
Social Responsibility (CSR) ini a ves