Global Capabilities Framework: capacidades del profesional de relaciones públicas dentro de una Organización de la Sociedad Civil (OSC)

Abstract

The present investigation intends to identify the capabilities and competences of the Public Relations Professional working in Civil Society Organizations (CSO) in Ecuador. This is achieved through a qualitative focused methodology, employing the “Delphi Method” and a focus group with professionals with a career on the field of Public Relations, in order to know the capabilities and competences considered key for the exercise of this profession inside CSOs. The results obtained show that a PR Professional has to be in a constant learning process and needs to know how to relate with other areas within the organization. In this way, the investigation arrives to the conclusion that the capabilities of the PR Professional go beyond just having good relations with the media.