Global Capabilities Framework. Aplicación en Ecuador de un estudio global sobre las capacidades del profesional de las relaciones públicas

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3 Citas (Scopus)

Resumen

The Global Capabilities Framework for PR and Communication Management was a two-year research project (2016-2018) with the participation of academics from nine countries representing different regions of the five continents. In 2018, the study was implemented in Ecuador. The methodological approach was qualitative and it took the English and Argentine experience as a reference, the latter being the only Latin American country in the base study. Techniques of Delphi method and focus groups were utilized. For the Delphi method, four rounds were carried out, obtaining a list of 10 capabilities that define the profession of public relations in Ecuador. Subsequently, this list was submitted to five discussion groups with the intention of validating the initial list of capabilities that emerged from the Delphi method. As a result, the experts stressed the importance of working on the basis of ethical principles and values without leaving aside the strategic capabilities, such as analyzing and managing the communication of the organization, and understanding its social, political, and economic context, amongst others. Ultimately, participants agreed on the importance of the capabilities framework as a 'roadmap' for employers, professionals, academics and other stakeholders in the sector.

Título traducido de la contribuciónGlobal capabilities framework. application in ecuador of a global study on the capabilities of public relations practitioner
Idioma originalEspañol
Páginas (desde-hasta)13-29
Número de páginas17
PublicaciónTripodos
N.º45
DOI
EstadoPublicada - 20 dic. 2019
Publicado de forma externa

Nota bibliográfica

Publisher Copyright:
© 2019 Blanquerna School of Communication and International Relations. All rights reserved.

Palabras clave

  • Ecuador
  • Professional profile
  • Public relations
  • Skills and professional capabilities

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