Global Capabilities Framework. Aplicación en Ecuador de un estudio global sobre las capacidades del profesional de las relaciones públicas
DOI:
https://doi.org/10.51698/tripodos.2019.45p13-29Abstract
El Global Capabilities Framework for PR and Communication Management fue una investigación bienal (2016-2018) que contó con la participación de académicos de nueve países que representan a distintas regiones de los cinco continentes. En 2018, el estudio se implementó en Ecuador. El diseño metodológico fue de tipo cualitativo, se tomó como referencia la experiencia inglesa y argentina, siendo este el único país latinoamericano que formó parte de la investigación base. Se emplearon las técnicas del método Delphi y grupos focales. Para el Delphi se realizaron cuatro rondas, de las que se obtuvo un listado de 10 capacidades que definen la profesión del relacionista público en Ecuador. Posteriormente, este listado fue sometido a cinco grupos de discusión con la intención de validar el listado inicial de capacidades surgido del Delphi. Como resultado de todo ello, los expertos remarcaron la importancia de desempeñarse sobre la base de principios éticos y valores, sin dejar de lado las capacidades estratégicas como analizar y gestionar la comunicación de la organización, comprender su contexto sociopolítico-económico, entre otras. En definitiva, los participantes coincidieron en la importancia del marco de capacidades como una ‘hoja de ruta’ para los empleadores, profesionales, académicos y demás públicos relacionados con el sector. Global Capabilities Framework. Application in Ecuador of a Global Study on the Capabilities of Public Relations PractitionerThe Global Capabilities Framework for PR and Communication Management was a two-year research project (2016-2018) with the participation of academics from nine countries representing different regions of the five continents. In 2018, the study was implemented in Ecuador. The methodological approach was qualitative and it took the English and Argentine experience as a reference, the latter being the only Latin American country in the base study. Techniques of Delphi method and focus groups were utilized. For the Delphi method, four rounds were carried out, obtaining a list of 10 capabilities that define the profession of public relations in Ecuador. Subsequently, this list was submitted to five discussion groups with the intention of validating the initial list of capabilities that emerged from the Delphi method. As a result, the experts stressed the importance of working on the basis of ethical principles and values without leaving aside the strategic capabilities, such as analyzing and managing the communication of the organization, and understanding its social, political, and economic context, amongst others. Ultimately, participants agreed on the importance of the capabilities framework as a ‘roadmap’ for employers, professionals, academics and other stakeholders in the sector.Palabras clave: relaciones públicas, perfil profesional, Ecuador, competencias, capacidades profesionales,Key words: public relations, professional profile, Ecuador, skills and professional capabilitiesDownloads
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