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Research Brief Series

Beyond Tactics | The Strategic Contribution of Communication

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Free PDF, 9 pages

©IC Kollectif 2019

About this series - 'Research Brief' is a new publication series in which each concise edition takes a deep dive into a specific topic discussed in the 164-page global report The Next Level


Click here to see editions on other topics.

About The Next Level Report - The Next Level is the first publication of its kind bringing together C-suite leaders, in-house communication professionals/executives, and academics across all continents. Based on primary and secondary research, the report takes the conversation about internal communication to the strategic management level. The report provides solid insights, advice, frameworks, and resources from which practitioners can learn how to better position themselves as trusted counsellors and advisors, communicate on the same strategic level with senior management, and drive business value.


More info here. To download the free report, click here.

One of the big challenges for communication professionals is to describe in a paragraph what their strategic contribution is. Often the response is to describe what they do (tactics) rather than what their contribution can be. This edition presents the Global Capability Framework developed by the Global Alliance of Public Relations and Communication Management with academics and professional organizations. The framework lists capabilities under three headings, and each capability has a list of sub-capabilities:


  • Communication capabilities: those that describe the specific contribution of the functional specialism of communication (or public relations if this is the preferred term) 


  • Organizational capabilities: those that describe communication’s contribution to the organization


  • Professional capabilities: those that describe the nature of being a professional



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