Juan Meng and Jeonghyun (Janice) Lee (doctoral student). (Sept. 23, 2021)
Abstract: Digital acumen is essential for communication management in today’s technology-driven communication environment. However, not every communication professional is well equipped with the knowledge and skills needed to succeed in managing the digital aspects of their daily practice. If competencies are the key functional abilities in effective communication practice, the need for constant improvement shall be addressed and integrated into business strategy. The 2020-2021 NACM investigates six key competencies of communication professionals, including data, technology, management, business, self-reflection, and communication. The results reveal some significant discrepancies between perceived importance and personal qualification in three key areas: data, technology, and management as displayed in the chart below.
Understanding the competency spectrum for communication management: The need, the gap, and the continuous learning mindset
Abstract: Communication practitioners are expected to master a wide range of communication and non-communication skills to demonstrate efficiency and competency. Although the competency spectrum has been taken for granted in […]
Ethical challenges in an evolving digital communication era: Coping resources and ethics trainings
Abstract: This study investigates the ethical challenges facing public relations professionals in today’s digital communication environment. Specifically, we focused our research on the new ethical challenges in digital practice, the […]