Global Capabilities Framework. Aplicación en Ecuador de un estudio global sobre las capacidades que el empleador busca del profesional de las relaciones públicas

Abstract

The present investigation will expose the application in Ecuador about a global project called Global Capabilities Framework, the same that has been carried out from 2016 to 2018 by nine2 different countries. The general objective from this study is to determine the skills and competencies that an employer should consider during the process of selection and hiring professionals of public relations. To carry out this study, two research techniques where used: Delphi method and focus group. As a result of the research, a list of ten capacities was defined, which were used to carry out the second investigation method, the focus group, are the ones that need to be taken into consideration, when selecting a possible collaborator in the area of Public Relations.