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 practice, the actual competency gap has not been fully addressed under the mindsets of continued professional development for the communication practitioners. Thus, the purpose of this research is to investigate the discrepancies between public relation practitioner’s perceived importance of professional competencies and current qualifications at the individual level. By confirming the need for competency development and examining the competency gaps among communication practitioners at various levels of professional career, this study contributes to the literature of communication management competencies. Our research also contributes to the broader literature on professional and leadership development by identifying the key facilitators of competency development.