Abstract: This research is motivated to advance our understanding of measurement challenges in communication practice and coping strategies from a global perspective. To do so, we relied on data from a global online survey of communication practitioners in more than 20 countries, which result in five country clusters for final analysis and comparisons. Communication practitioners across investigated country clusters shared different strategies used to cope with measurement challenges. Our results also confirmed that certain leadership qualities (i.e., strategic decision-making, possessing communication knowledge) are particularly important in managing measurement challenges. Our findings provide solutions, leadership skills, and prioritization to improve the measurement of communication effectiveness.
Topic: communication practitioners
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.
Measuring the value of public relations: An international investigation at how communication practitioners view the challenges and suggest solutions
Abstract
This research is motivated to advance our understanding of measurement challenges in communication practice and coping strategies from a global perspective. To do so, we relied on data from a global online survey of communication practitioners in more than 20 countries, which result in five country clusters for final analysis and comparisons. Communication practitioners across investigated country clusters shared different strategies used to cope with measurement challenges. Our results also confirmed that certain leadership qualities (i.e., strategic decision-making, possessing communication knowledge) are particularly important in managing measurement challenges. Our findings provide solutions, leadership skills, and prioritization to improve the measurement of communication effectiveness.