The role of the global capability framework within the strategic communication profession in an emerging post COVID-19 context: a South African perspective

Abstract

This paper presents the findings of a South African pilot study based on the Global Capability Framework (GCF) and aimed to explore the perceptions of senior Public Relations and Strategic Communication academics and industry leaders of the influence COVID-19 had on their personal capabilities to practice communication; determine their assumptions about the Global Capability Framework and its application within given contexts; and reflect on the future of the communication profession in South Africa. The focus was on the role of the individual Public Relations and Strategic Communication professional as leader and influencer in their respective context. The participants consisted of 10 senior academic and industry leaders who engaged in qualitative interviews. Data was analyzed using reflexive thematic analysis as identified by Braun and Clarke (2006, p.82) which include “identifying, analysing, and reporting patterns [themes] within data.” The findings of this paper contribute to the current understanding of Strategic Communication practice and the influence that COVID-19 had on personal practice of both industry and academic participants. This pilot study revealed a limited awareness of the GCF but unequivocally confirmed the relevance and value of the framework and its contribution to both the academic and industry practice. Although many of the participants indicated an awareness of GCF, it was evident that a Strategic Communication mindset is required when the principles of the framework are applied within their respective contexts. Participants reflected on the various crises they encountered but one industry participant specifically reported on the need to implement a transformational approach to address the strategic change required to deal with such disruptive events. Both the academic and industry participants also highlighted the detrimental effects the pandemic had on the mental health of practitioners, academics and students. However, the adoption and effective use of technology in navigating the disruptive influence of COVID-19 was explicit in portraying its advantage to industry.