Global Capabilities Framework: Aplicación en Ecuador de un estudio global sobre las capacidades del profesional de las relaciones públicas en el ámbito académico

Abstract

This study is a contribution to the Global Capabilities Framework research for PR and Communication Management conducted by the University of Huddersfield in the United Kingdom, in collaboration with 11 countries. The present corresponds to the establishment of a referential framework with a list of competences and capacities for the Ecuadorian public relations specialist, this taken from the perception of expert academics in the area. The objectives of the study are: to identify the skills and competencies demanded by the public relations profession in Ecuador from the perceptions of academic experts in the field, and to establish a reference framework for professionals in training in the field of relations public in Ecuador, according to the demand of the local market. For the implementation of this qualitative study, research tools and data collection were used as Delphi method, focus group and in-depth interviews.