Capabilities of PR professionals for key activities lag: Asia-Pacific study shows theory and practice gaps

Abstract

A number of studies of the knowledge, skills and abilities (KSAs), competencies and capabilities of public relations and communication professionals have been carried out in the USA, UK and other countries. However, most have not engaged to any significant extent with literature in the human resource development field which specializes in defining and developing these characteristics. Also, few studies to date have related the KSAs, competencies and capabilities of practitioners to the key activities of public relations and communication management required for the future. This article presents findings and analysis from a regional survey conducted in 22 Asia-Pacific countries in 2017/18 that compared, for the first time, the capabilities of practitioners in relation to activities identified as the most important over the next three years. This data, and comparison with equivalent regional surveys in Europe and Latin America, confirm a gap in capabilities in relation to key communication activities and suggest a gap in theory as well as practice. The findings and conclusions present a challenge for higher education and professional development for public relations and communication management and point to potential future directions in theory building.

Exploring drivers for public engagement in social media communication with medical social influencers in China

“…A key aspect underpinning dialogic communication is the provision of useful content of interest to the public [ 26 , 37 ]. Other studies have confirmed the importance of this [ 4 , 19 ]. For example, Men et al [ 4 ] confirmed that leading CEOs generated engagement with the public in the form of likes, shares, and comments on Facebook by providing useful information.…”

“…For example, Men et al [ 4 ] confirmed that leading CEOs generated engagement with the public in the form of likes, shares, and comments on Facebook by providing useful information. MacNamara et al [ 19 ] also found that variables that are viewed as most relevant to identifying SMIs are the relevance of discussed topics and the quality of online content.…”

“…These influencers have a niche and a large follower base while they share their knowledge on social media [ 18 ]. As has been found in a large-scale study, over 70 per cent of communication practitioners in the Asia-Pacific region concur that SIs have an impact on the audience’s attitudes via social media and engagement and are viewed as very important in regions such as China [ 19 ]. In our study, we define MSIs as those who possess credentials (qualifications of a registered medical degree and a certification) with credible knowledge [ 20 ], and those who provide advice or content on health-related topics.…”

Communicating the corporate strategy

“…Empirical studies in several countries have confirmed that communication experts understand and acknowledge these challenges. Practitioners across Europe and Asia-Pacific rate strategy communication as an important contribution to organizational success (Macnamara et al , 2017, p. 84; Zerfass et al , 2017, p. 94). However, apart from the lack of a definition, surprisingly little is known about its status quo in the professional field.…”

Artificial Intelligence: A Strategic Disruption in Public Relations

“…The breadth and depth of information available on the Internet and the velocity with which new data is generated is resulting in newfound challenges. Macnamara, Zerfass, Adi, and Lwin (2018) concluded that despite the paramount importance attached to digital platforms and social media, PR practitioners have low to moderate capabilities in new media usage.…”