Do They Have What It Takes: A Review of the Literature on Knowledge, Competencies and Skills Necessary for 21st Century Public Relations Practitioners in Canada

Terence (Terry) Flynn

Abstract


The practice and study of public relations in Canada has had a contested and conflicted history. Theory building and empirical research have been overshadowed by the dominant, American-centric, two-way symmetrical model that was proposed some 20 years ago. Further, there has been limited focus on the requisite competencies and skills necessary for contemporary public relations practitioners, despite the transformations in the media and professional communications fields in recent years. This study is situated and contextualized in the knowledge, competencies, and skills required for twenty-first-century professional communication workers. It also explores the specific requirements for current public relations practitioners.

La pratique et l’étude des relations publiques au Canada ont eu une histoire difficile et pleine d’épreuves. La construction des théories et la recherche empirique ont été éclipsées par le modèle dominant, américano-américaines, bio-directionnelle proposé il y 20 ans. En plus, il y a eu un focus limité sur les compétences nécessaires pour les professionnels en relations publiques de nos jours, malgré les transformations dans les secteurs du média et la communication professionnelle dans les années récentes. Cette étude se situe dans le contexte des connaissances et compétences requises par les professionnels en communication au 21e siècle. Elle explore aussi les exigences particulières pour les professionnels en relations publiques de nos jours.


Keywords


Public relations; Organizational communication; Competencies; Skills; Knowledge management

Full Text: PDF HTML


DOI: https://doi.org/10.22230/cjc.2014v39n3a2775

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