CHANGE IN COMMUNICATION MANAGEMENT ROLES DUE TO GLOBALIZATION: A CASE OF COMMUNICATION MANAGEMENT COMPETENCIES MAPPED BY INTERNATIONAL PROFESSIONAL PUBLIC RELATIONS ASSOCIATIONS (2015–2020)

Abstract

Research background: The role of communication has now become much more critical than during previous periods, not only to compete with other organisations in the stream of communicating messages but also to develop and implement organisational strategies and support the organisation’s top-level managers and decision-makers. The goal of public relations (PR) associations is to develop PR professionals’ competencies. Comprehensive research at the European level signals the need for constant improvement of competencies, especially business development and technologies (Zerfass et al., 2020; Adi, 2019). A vast majority of practitioners across Europe highlight the importance of digitalising stakeholder communications and building a digital infrastructure to support internal workflows (Zerfass et al., 2021). However, instead of technical and managerial training, PR practitioners continue to overwhelmingly offer communication training and development opportunities (Tench et al., 2013; Zerfass et al., 2018; MacNamara et al., 2017; Feldman, 2017; The USC Annenberg Centre for Public Relations, 2017; Communicating AI, 2019). There are discrepancies between the perceived importance of competencies and the current qualifications of professionals due to digital transformation and changes impacted by globalisation. Purpose: To identify changes in PR specialists' competencies due to the impact of globalisation. Methods: Content analysis of information provided in the webpages of international professional PR associations for the period 2015–2020. Findings and value added: The study results show that professional PR associations do not respond to the challenges of the changing environment in a timely manner by providing training, but present and discuss relevant topics with the help of specialists from other fields while encouraging the sharing of good practices. Such a functioning position occupied by professional PR associations in developing the model of competence for PR specialists reveals that PR associations are engaged in strengthening or maintaining competencies, but not developing them.