Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Public Relations
Competency Frameworks
#FuturePR roundtable discussion
London - 6pm, 14 January, 2014
Further reading
Participants
John Brown, director, Hotwire
Steve Ward, founder & director,
CloudNine Social Media & Digital Talent
Louisa ...
#FuturePR manifesto
• The public relations profession is
undergoing tremendous change. The skills
required to work in this...
Benchmarking
• There is no barrier to entry and requires
no formal qualifications or Continuous
Professional Development (...
Competency framework drivers
• The cost of poor hiring decisions (risk and
rehire) is unknown
• Training needs are difficu...
ECOPSI Framework (1/2)
• Counselling (build relationships,
consulting, coaching)
• Organising/executing (planning, making ...
ECOPSI Framework (2/2)
• Analysing/interpreting (research, listening)
• Supporting/guiding (vision and standards,
ethics, ...
ECOPSI Framework
UK Government Communication
Competency Framework
• Competences are structured around four
stages of a strategic planning p...
UK Government Communication
Competency Framework
Discussion areas
• Would communications and public
relations functions benefit from a
competency framework?
• What would a...
Next steps
• Produce a blog or discussion paper based
on this roundtable discussion
• Share content with broader industry ...
Upcoming SlideShare
Loading in …5
×

#FuturePR Public Relations Competency Framework discussion

1,559 views

Published on

Deck to set up #FuturePR discussion on Competency Frameworks in Public Relations

Published in: Business
  • Be the first to comment

#FuturePR Public Relations Competency Framework discussion

  1. 1. Public Relations Competency Frameworks #FuturePR roundtable discussion London - 6pm, 14 January, 2014 Further reading
  2. 2. Participants John Brown, director, Hotwire Steve Ward, founder & director, CloudNine Social Media & Digital Talent Louisa Bartoszek, Director of Media Relations, BNY Mellon Simon Collister, senior lecturer, University of Arts, London Tanya Ferris, director, Carter Ferris Alastair McCapra, CEO, Chartered Institute of Public Relations Prof. Anne Gregory, University of Huddersfield and chair, Global Alliance Russell Grossman, Group Director of Communications, Department for Business, Innovation and Skills Alex Singleton, associate director, Whitehouse; and author, The PR Masterclass Liton Ali, Training Director, The Henshall Centre Dr. Jon White, independent consultant & visiting professor Henley Business School Stella Bayles, PropellerNet Aston Lincoln, student, Buckinghamshire Chilterns University College Stephen Waddington, director, Ketchum Europe
  3. 3. #FuturePR manifesto • The public relations profession is undergoing tremendous change. The skills required to work in this fast growing discipline remain a work in progress • #FuturePR is focussed on discussion in three areas: – Competence, qualifications and training – Agile and real time management – Structures, tools and workflow
  4. 4. Benchmarking • There is no barrier to entry and requires no formal qualifications or Continuous Professional Development (CPD) • Rapid change coupled with a lack of rigor means that it is not possible to benchmark the skills of one practitioner against another, or one agency or in-house position against another
  5. 5. Competency framework drivers • The cost of poor hiring decisions (risk and rehire) is unknown • Training needs are difficult to identify, define and address • No international benchmarks, professional accreditation or training • Competency frameworks are commonly used in other professional to tackle these issues
  6. 6. ECOPSI Framework (1/2) • Counselling (build relationships, consulting, coaching) • Organising/executing (planning, making it happen) • Managing (cross functional awareness, business focus) • Performing and creating (craft e.g. writing, design, presentation) Further reading
  7. 7. ECOPSI Framework (2/2) • Analysing/interpreting (research, listening) • Supporting/guiding (vision and standards, ethics, developing others)
  8. 8. ECOPSI Framework
  9. 9. UK Government Communication Competency Framework • Competences are structured around four stages of a strategic planning process: Insight, Ideas, Implementations and Impact • The framework sets out competences expected in each area across three tiers aligned to civil service grades Further reading
  10. 10. UK Government Communication Competency Framework
  11. 11. Discussion areas • Would communications and public relations functions benefit from a competency framework? • What would a competency framework look like for public relations (strategic vs. tactician)?
  12. 12. Next steps • Produce a blog or discussion paper based on this roundtable discussion • Share content with broader industry for comment including the CIPR and Global Alliance project on Competency Frameworks

×