Global Capability Framework 2021: Building The Future Public Relations Professional

Last year, researchers from Zayed University launched the Global Capability Framework (GCF) to present the knowledge, skills, competencies, and behaviors of the ideal public relations and communication management professional in the UAE. Then Covid-19 struck. Have the capabilities and skills required changed as a result of the pandemic? What does the future hold for communication practitioners, educators and employers post-Covid?

The Global Capability Framework (GCF) is a project of the Global Alliance for Public Relations and Communication Management, a confederation of the world’s major PR and communication management associations and institutions, representing almost 300,000 practitioners and academics around the world. The two-year research project that examined capabilities in public relations and communication management was conducted across nine countries in Asia, Europe, Africa, Australasia, North America and South America by an international research group directed by Professor Anne Gregory of the University of Huddersfield, U.K. 

Meet the director of the project, Dr. Anne Gregory, and researchers who will share findings from multiple rounds of the Delphi panel study, survey, and recently conducted focus groups with expert panels of public relations and communication management practitioners and academics in the UAE.

Please join us for an afternoon of research insights into global capabilities required for a PR professional in the UAE, capabilities that will define the current state and future direction of the public relations profession and education in the UAE.

This is a free event, but Zoom registration is required.


A Global Alliance project


Supported in the UAE by MEPRA, PRCA MENA and IABC EMENA


Contributed by:

Zayed University