Global Body of Knowledge Project

The Global Body of Knowledge project stems from the 2014 Credentials Summit in Lugano where Global Alliance leaders discussed the potential of a global standard in credentials that builds on the earlier 2004 work of the Professional Credentials Project.

 

In 2004 the Professional Credentials Project identified seven core competencies that are tested in the major credential schemes offering Accredited in public Relations (APR) or Accredited in Business Communication (ABC). A lot has changed in the practice since then. New skills and abilities are required. It was decided that we should explore a comprehensive Body of Knowledge or a list of Knowledge (K) Skills (S) and Abilities (A) or a KSA list that would be offered as a new base for credential schemes in public relations and communication management. This is what the Global Alliance is now doing. In 2015, a detailed analysis of 31 frameworks or scholarly work was done to determine points of commonalities and differences. A draft body of knowledge was then attempted based on the common points and new elements identified in the research. This first draft was presented at the Annual general Meeting in Milan and has been refined after initial comments to be released for formal consultation with GA members and industry leaders.

 

Downloads:

 

 

Please read the GBOK introduction to find out more about the project, consult the KSAB list and leave your comments in the section provided below. Global Alliance project leaders are also available for webinars and seminars to present and discuss the draft KSA list.

 

All views and comments are welcomed in this consultation period and will be reviewed by the GBOK project team. The consultation period will end by September 30, 2015.

 

Comments

Senior Specialist v Generalist Roles

It looks like your research does not reflect the reality in organisations that PR career paths can follow a specialist route. To illustrate this point there are many senior practitioners with roles that specialise in media relations, investor relations, internal comms etc who would never be exposed to Government Affairs yet your research appears to place Government and Public Affairs as the only specialism that is typical in senior roles. I'm sure everyone would agree that this does not reflect the reality of roles within organisations.
So it does question the validity of your analysis and whether you need to conduct a more comprehensive piece of research to establish exactly how PR is practised in organisations.

No employee communication for mid-level or senior practitioners?

Ladies and gentlemen -- with deep appreciation and respect, the KSAB list clearly indicates that there is no room for employee/internal communication as a practitioner gains experience in the profession. Where does this leave the likes of me, whose primary base of experience is in that discipline? Your list demonstrates the continued bias in favor of external constituencies and that devalues and dismisses internal. This is not correct. Internal communication should be a required skill throughout a PR's career, subject to the same depth of understanding, development of body of knowledge and research applications as for external communications.

Respectfully,
Sean Williams
Past Chair, PRSA Employee Communications Section
Owner, Communication AMMO, Inc.
Adjunct Professor, Kent State University

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