Global Capabilities Framework. Aplicación en Ecuador de un estudio global sobre las capacidades del profesional de las relaciones públicas de la empresa privada ecuatoriana

Abstract

This investigation follows the methodological parameters and is a part of the Global Capabilities Framework, qualitative study that, in its application in Ecuador, uses the Delphi method and focus groups in order to identify the capabilities and competences required currently for Public Relations professionals, making it possible to strengthen the abilities of the present-day professionals and improve the performance of future generations. In the first stage (of the Delphi Method) 16 professionals from private and public enterprises, non-profit organizations are gathered, also employers and academics with expertise in Public Relations. As a conclusion of this phase, a list of 10 capabilities was obtained; In a focus group made with specialists in the area, they were able to consider which of the enlisted capabilities were fundamental or crucial for professional development. This list allows to keep in mind which are the main characteristics of the Public Relations professional and focus future developments on improving each of those skills.