A Conceptual Framework for Competencies of Public Relations Managers: Dimensions, Factors and Indicators

Abstract

Extensive changes in today’s world, especially in the field of communications, has brought to the fore the role of public relations. This field requires professional experts with specific competences in each of its sub-sectors. Managers are always the most important people of an organization, within which the role of public relations managers is of paramount importance. The main aim of this article is to present a conceptual framework of managers’ competency model of public relations by using theoretical approaches to management and communication science. In pursuit of this goal, the article proceeds in two steps. First, the design of the initial conceptual framework for the research and secondly, measurement of the conceptual framework validity. We referred to academic literature and surveyed the employment indices of the focus group for managers. Firstly, we extracted dimensions, factors and indicators from patterns of national and international competence, and secondly we surveyed and verified the validity of the theoretical framework in consultation with communication science and public relation experts. The statistical population consisted of experts in communication science, public relations and management. A focus groups was put together 15-strong focus group, which was selected from the statistical population through the use of the judgmental method, arrived at the indicators and the factors after going through two steps of confirmation of dimensions and components of the conceptual framework. Because of the increased importance of the role of public relations in communication competence and organizational success, the conceptual framework put forward in this article can be of use to managers of organizations.

Keywords

• competency
• competency model
• public relations
• focus group