Managing and creating public relations

This capability focuses on managing an organization’s relationships with the public, media, and other stakeholders to enhance its reputation and maintain positive public perception. It involves crafting and disseminating press releases, organizing media events, coordinating interviews, and building relationships with key influencers and stakeholders to generate favorable media coverage and manage public opinion.

Beginner competence definition

Beginners have a basic understanding of the company’s public relations channels and goals. They are able to assist in executing public relations plans with guidance from more experienced team members. This includes tasks such as compiling media lists, drafting press releases, and tracking media coverage.

Intermediate competence definition

Intermediate professionals are able to lead the development and execution of public relations strategies that align with the company’s overall communications and marketing objectives. They can develop targeted and data-driven public relations plans that optimize brand recognition, reputation, and credibility. They are also able to measure the effectiveness of public relations using metrics such as media coverage and sentiment analysis.

Advanced competence definition

Advanced professionals are able to develop and execute a comprehensive public relations strategy that aligns with the company’s overall business objectives. They are able to lead cross-functional teams in developing and executing strategic public relations plans that support crisis management, influencer relations, community relations, and other critical public relations objectives. They are able to leverage emerging trends and best practices in public relations to optimize impact and drive results. We’ve also found they have advanced skills in crisis communication and management.