A Work-In-Progress – What the first capabilities study says about PR in the UAE (and your role too)

Anne Gregory co-lead the Global Capability Framework, and she was in Dubai last week to talk about the first ever study in communication capabilities in the UAE

We had a VVIP in Dubai this week (I was going to say VIP, but everyone is a VIP in this town). Someone who, for me at least, is a public relations rockstar. And a person who has done a great deal to promote the function and its development, globally. Anne Gregory is a name you’ve got to remember. She’s been the chair of the CIPR and the Global Alliance. And, along with Johanna Fawkes, she created the Global Capability Framework (GCF).

I’ve reference the GCF before, and why it should matter to anyone who works in or wants to work in communications. Anne was in Dubai to talk about the UAE GCF research; this piece of work, which is being led by Ganga Dhanesh and Gaelle Duthler from Zayed University, is the first ever study to identify the most (and least) important capabilities of public relations and communication management in the country.

Well, the initial results are in. Anne, Gaelle, and Ganga spoke at an open event this Thursday about the initial findings from the study, to uncover which capabilities matter most to UAE practitioners. The results may surprise you.

These are the top ten capabilities required of communicators in the UAE as defined by the industry here

At the top by a mile is reputation, which makes a good deal of sense given we’re reputation builders. However, what I’m not showing here is what’s at the bottom. Among that group is ethics. Given what’s happening globally (think fake news, distrust of the media and PR), as well as regionally (social media manipulation, political disagreements, a lack of media/communications transparency), I’m partly surprised, partly understanding of the irony of communicators not linking these two capabilities more closely.

To ask a simple question, which I’ve asked before of others, would you trust someone who you don’t think is ethical? Clearly, we’ve got to do more on raising the need for the industry to view ethics as something which is important, and bodies such as the PRCA and MEPRA have got to play their part.

At number two, strategy was another standout. Conversely, measurement didn’t make it into the top ten, and was also near to the bottom of capabilities listed. While there’s a realization among many senior communicators on the need to align the function with their organization’s goals, measurement of outcomes matters, especially to our organizational leaders. It’s how we prove our worth.

Out of the top ten, what I also found interesting was the focus on crisis communications (is this driven by social media, I wonder), as well as environment (this means a contextual understand of all the factors we’re dealing with regarding our functions and organizations), and digital (I’d assume this reflects how quickly we’ve become a connected society).

How can you use the Global Capabilities Framework?

Now, what Anne and the University of Huddersfield/the Global Alliance have also done is make available a brilliant tool that lets communicators assess themselves and their teams against the framework. It’ll allow you to look at your skills, see your strengths and weaknesses, and understand where you need to develop and then re-assess yourself to see how you’re progressing.

There’s two assessment levels: the Core capability assessment is comprised of 11 questions, and the Full assessment has a total of 37 questions.

Once you’ve done your assessment, you’ll be shown a simple spider chart like the below.

This tool is free for any organization that is part of the Global Alliance (for example, CIPR). It also feeds into various professional development programs. You can check out the GCF tool here.

That’s all from me today. Do you agree with this list? Or do you disagree? As always, drop me a note, share your views and get engaged!

Disrupting the Function of IC – Global best practices for today’s internal communications from @IC_Kollectif

Disrupting the function of IC

This ebook will help communicators understand the how, what and why of internal communications and what it means for their own work.

For far too long, we communicators haven’t done enough to communicate what we do and why we do it. We haven’t put the day job to use when talking about our own value.

With the help of groups such as IC Kollectif, this is changing. The IC Kollectif’s founder Lise Michaud launched an initiative to bring together communications from across the globe, to talk about different aspects of internal communications to help others understand what we do, how we do it, and why.

The result of Lise’s efforts in persuading thirty communicators is an ebook. Named Disrupting the function of IC – A Global Perspective, the ebook is free and covers a wide range of topics, including Changes and Challenges in Internal Communication, the Skills and Knowledge of Internal Communication Professionals, the Impact of Technology on The Profession, the Leadership Role of IC Professionals, Employee Advocacy, the Convergence and Integration of Communication Disciplines, Collaboration Between Internal Communication and Other Disciplines  and the Future of the Profession.

I want to draw on the inspirational foreword to the book. Written by Anne Gregory, who has devoted her professional life to promoting the communications profession, the foreword sums up why internal communications matters, now more than ever.

Not only is [organizational life] getting less predictable and the issues that have to be grappled with more slippery, but organisational form is changing too. Companies like Uber and AirBnB are totally different from traditional companies and their disruptive influence means that more traditional, established companies are having to respond in radical ways. Governments, too have to re-engineer the way they are interacting with citizens and this requires huge internal change programmes in the public sector. People want a level of constancy when all around is changing. This is driving a huge focus on organisations reexamining their purpose and values in ways that provide meaning for people who are not only coping with huge organisational change, but who are experiencing all the lack of certainty and turbulence that is present in the world. Organisations are a point of stability for many and at the heart of this is IC. For all these reasons internal communications has come of age, and not before time.

That this volume is available free is testament to the commitment of these authors of IC Kollectif to share their work and thinking widely for the benefit of the global internal communication community. For this, our professional community is deeply grateful.

I’d like to reiterate Anne’s thanks for the work which has gone into this seminal piece of literature. If you’d like to know more about IC Kollectif and download the book, please visit the website (you can click here), sign up and get reading.