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

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!

Image courtesy of pixabay user Olga Ozik

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Alex is a British national with Arabic roots. He’s a 15 year veteran of communications, both in the UK and the Middle East, who currently heads up communications for a global FMCG organization in the Gulf. He made the move back to the region in 2004, firstly as a journalist and then as a public relations professional. Alex actively promotes the communications industry across the region, in his roles as Chair of the International Association of Business Communicators, EMENA region, and as a board member of the Middle East Public Relations Association and the Global Alliance. You can read more of his insights on his blog and connect with him on Twitter @alex_malouf.

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