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Intervening in Public Relations, Competence, and Capability

Fri, May 26, 8:00 to 9:15, Hilton San Diego Bayfront, Floor: 3, Aqua 300AB

Abstract

Concepts of competence, competency and capability are applied throughout management literature. Some of this material has influenced public relations scholarship. However, critical evaluation reveals profound confusion and interchangeability between these concepts.
This paper explores the convergent and divergent uses of these terms and introduces literature from wider fields, such as professional development and human development, which also deploy competency and capability frameworks. The literature from human development represents an intervention in that it emerges from philosophical and economic approaches to well-being rather than organisational advantage. The paper takes a critical approach and is conceptual.
The implications for theory include moving away from the instrumentalism of previous applications toward a more humanistic and holistic understanding of professional capability in public relations, and by inference, professions generally.
The implications for practice include more culturally sensitive capabilities frameworks, reflecting variations in professional priorities both within and across national borders.

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