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Global capabilities framework: Perspectives of public relations practitioners in Malaysia

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...

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Main Authors: Koh, May Bel, Govindaraju, Manickam, Lee, Cheng Ean Catherine *
Other Authors: Ismail, Adibah
Format: Book Section
Language:English
Published: Atlantis Press 2023
Subjects:
HD Industries. Land use. Labor
HM Sociology
Online Access:http://eprints.sunway.edu.my/2348/1/i-come2022%20-%20proceedings%202023_gcf.pdf
http://eprints.sunway.edu.my/2348/
https://doi.org/10.2991/978-2-38476-098-5_10
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spelling my.sunway.eprints.23482023-09-07T11:47:58Z http://eprints.sunway.edu.my/2348/ Global capabilities framework: Perspectives of public relations practitioners in Malaysia Koh, May Bel Govindaraju, Manickam Lee, Cheng Ean Catherine * HD Industries. Land use. Labor HM Sociology 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. Atlantis Press Ismail, Adibah Ahmad, Mohd Khairie Ramli, Romlah Hussain, Norhayati Mohamad Dalib, Syarizan 2023-08-31 Book Section PeerReviewed text en cc_by_nc_4 http://eprints.sunway.edu.my/2348/1/i-come2022%20-%20proceedings%202023_gcf.pdf 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 https://doi.org/10.2991/978-2-38476-098-5_10 10.2991/978-2-38476-098-5_10
institution Sunway University
building Sunway Campus Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Sunway University
content_source Sunway Institutional Repository
url_provider http://eprints.sunway.edu.my/
language English
topic HD Industries. Land use. Labor
HM Sociology
spellingShingle HD Industries. Land use. Labor
HM Sociology
Koh, May Bel
Govindaraju, Manickam
Lee, Cheng Ean Catherine *
Global capabilities framework: Perspectives of public relations practitioners in Malaysia
description 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.
author2 Ismail, Adibah
author_facet Ismail, Adibah
Koh, May Bel
Govindaraju, Manickam
Lee, Cheng Ean Catherine *
format Book Section
author Koh, May Bel
Govindaraju, Manickam
Lee, Cheng Ean Catherine *
author_sort Koh, May Bel
title Global capabilities framework: Perspectives of public relations practitioners in Malaysia
title_short Global capabilities framework: Perspectives of public relations practitioners in Malaysia
title_full Global capabilities framework: Perspectives of public relations practitioners in Malaysia
title_fullStr Global capabilities framework: Perspectives of public relations practitioners in Malaysia
title_full_unstemmed Global capabilities framework: Perspectives of public relations practitioners in Malaysia
title_sort global capabilities framework: perspectives of public relations practitioners in malaysia
publisher Atlantis Press
publishDate 2023
url http://eprints.sunway.edu.my/2348/1/i-come2022%20-%20proceedings%202023_gcf.pdf
http://eprints.sunway.edu.my/2348/
https://doi.org/10.2991/978-2-38476-098-5_10
_version_ 1778165635415539712
score 13.211869

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