Re-framing Professions: A New Approach to PR

The Huddersfield Business School has heard Dr Johanna Fawkes from the School’s Strategy and International Business Research Group present her research on “Re-framing professions: a new approach to public relations”.

As Jo says “In a rapidly changing communication environment, task-based competency frameworks - often found in management theory and practice - soon become obsolete. The Global Alliance for Public Relations and Communication Management (GA) asked the University of Huddersfield to develop a framework that would offer practical value to Global Alliance (GA) affiliated professional bodies and their members, world-wide; reflect cultural and regional variations in public relations as a global profession; be forward looking in its approach; and meet academic standards for rigour. This seminar presents findings from a two-year research project funded by the URF, with support from GA and eight international academic partners. The resulting capability framework establishes core capabilities for practitioners and the profession, and is already sought after by professional bodies and leading employers”.

Professor John Anchor says “It is clear that corporate communications is becoming more strategic in focus in many organizations. The research of Jo and her colleagues has important contributions to make to both academic theory and practice. I have little doubt that it will form the basis of a major impact case study for the School.”