Global capabilities framework: Perspectives of public relations practitioners in Malaysia

Koh, May Bel and Govindaraju, Manickam and Lee, Cheng Ean Catherine * (2023) Global capabilities framework: Perspectives of public relations practitioners in Malaysia. In: Proceedings of the International Conference on Communication and Media 2022 (I-COME 2022). Advances in Social Science, Education and Humanities Research, 769 . Atlantis Press, pp. 106-116. ISBN 2352-5398

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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.

Item Type: Book Section
Additional Information: The 8th International Conference on Communication and Media 2022 (i-COME 2022) was held virtually on 01-10-2022. ISBN: 9782384760985
Uncontrolled Keywords: public relations; global capabilities framework; competencies; public relations practitioners
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HM Sociology
Divisions: Others > Non Sunway Academics
Sunway University > School of Arts > Dept. Communication
Depositing User: Ms Yong Yee Chan
Related URLs:
Date Deposited: 07 Sep 2023 11:25
Last Modified: 07 Sep 2023 11:47

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